Brown-Forman Global Travel Retail is to introduce its “most ambitious travel retail offering to date”, Woodford Reserve Baccarat Edition, to the channel in the Americas.
The bourbon is exclusive to travel retail and expected to be on-shelf by early May, with a US$1,500 RRP.
As reported, the super-premium expression was first revealed at last year’s TFWA World Exhibition in Cannes.
Brown-Forman said Woodford Reserve is recognised by spirits experts and whiskey aficionados as the world’s finest bourbon. The 42.5% ABV expression has been matured in XO Cognac casks at the Woodford Reserve Distillery in Versailles, Kentucky.
It is the first American whiskey to be housed in a Baccarat bottle. Brown-Forman said the bottle is designed to “evoke the iconic Woodford Reserve bottle silhouette”. It is engraved with both the Woodford Reserve and Baccarat logos and its crystal stopper carries Woodford Reserve’s initials. The bottle is presented in Baccarat red box with doors that rotate upon opening.
Woodford Reserve Global Brand Director Mark Bacon said: “We are extremely proud of this partnership… because both represent craftsmanship at the highest level and serves to elevate the category of American whiskey in the global market.”
Brown-Forman Senior Vice President and Managing Director Global Travel Retail Marshall Farrer believes the Baccarat Edition will be in high demand among international travellers.
Its initial roll-out to selected stores will be followed by promotions at other locations worldwide.
Woodford Reserve Baccarat Edition will be highlighted at this month’s Summit of the Americas (Booth: 323).
