Brown-Forman Global Travel Retail has opened a Jack Daniel’s Event Shop in Munich Airport, offering travellers the first opportunity to purchase the new Jack Daniel’s Tennessee Honey in Germany. The outlet will be operated by Munich Airport travel retailer Eurotrade until the end of September.
In addition to Tennessee Honey, the shop is highlighting Jack Daniel’s 1954 and 1981 Gold Medal one-litre bottles and a variety of Jack Daniel’s branded merchandise including hats, shirts, sweaters, and glasses.
The sale of the Jack Daniel’s clothing and accessories is another first for Germany as those products were previously only available online, Brown-Forman said.
The launch also includes tasting opportunities for Tennessee Honey and premium extensions such as Silver Select and Gentleman Jack.
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The new Jack Daniel’s Event Shop in Munich Airport is offering travellers the first opportunity to purchase the new Jack Daniel’s Tennessee Honey in Germany |
According to the company, Jack Daniel’s Tennessee Honey, which was launched last year in North America, has already reached its 500,000 case threshold and is outselling its closest competitors combined. It was only recently introduced to travel retail outside the US. In addition to Germany, it is also being introduced in Australia, South Africa and the UK.
Brown-Forman Global Travel Retail Marketing Director Tim Young described the Munich Event Shop promotion as “the largest activation for the company in German travel retail to date”.
“We are really excited to be working with Eurotrade on bringing the Jack Daniel’s Event Shop to Munich Airport,” Young said. “It is a very dynamic way to introduce Jack Daniel’s Tennessee Honey. From experience we know that Jack Daniel’s licensed merchandise combined with a strong whiskey offer acts as a powerful draw for travellers and an incentive for them to make a purchase. We are therefore very excited about this opportunity and the results it will deliver.”
Eurotrade Purchasing Director Gerhard Haeusler commented: “We as Eurotrade are very proud to be the first company launching Jack Daniel’s Tennessee Honey in Germany. The opportunity for our customers to taste well known and international products fits perfectly to our philosophy being an expert partner for premium brands who wish to be present at a premium location.”
