Brown-Forman has launched its new “˜The Essential Collection’ in World Duty Free at London Heathrow Airport’s Terminal 5, targeting budding home mixologists.
The Essential Collection is an inventory of Brown-Forman’s premium and super-premium brands, including Jack Daniel’s Gentleman Jack and Silver Select Single Barrel, Woodford Reserve, Southern Comfort Special Reserve, Chambord, el Jimador Tequila, and the new Finlandia Platinum Vodka.
“Basically it is every high-end spirit needed to completely stock the premium at-home bar,” said Brown-Forman Travel Retail Marketing Director Tim Young.
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The Essential Collection promotional exhibit at World Duty Free’s Heathrow Terminal 5 store will run through June |
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The Essential Collection is Brown-Forman’s first marketing foray that groups together its entire premium spirits portfolio, which includes Jack Daniel’s Gentleman Jack and Silver Select Single Barrel, Woodford Reserve, Southern Comfort Special Reserve, Chambord, el Jimador Tequila, and the new Finlandia Platinum Vodka |
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Brown-Forman’s Chief Entertaining Officer Tim Laird (left) discusses cocktails with Heathrow traveller Stewart Buchanan |
The Essential Collection is the company’s first marketing foray that groups together its entire premium spirits portfolio as well as Brown-Forman Travel Retail’s first use of an “˜umbrella’ approach to in-store marketing.
“We have brought our brands together in a portfolio collection rather than separated into categories – under one umbrella, if you will,” Young explained. “And the brands are spaciously arrayed across two stand-alone displays, a significant wall display and a full-service bar.”
Visitors to the collection’s promotional area in World Duty Free are given instructions in cocktail-making basics and as well as a complimentary cocktail guide. They are also invited to sample cocktails containing the featured spirits expertly mixed by bartender Ricardo Goncalves and his associate, Raj Sood.
The Essential Collection exhibit at World Duty Free in Heathrow T5 runs through June. According to Brown-Forman Travel Retail, the approach is under consideration for other international airports.
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