UK. Brown-Forman Global Travel Retail (GTR) is launching an ambitious Jack Daniel’s summer promotion in partnership with DFDS and Gebr. Heinemann.
The campaign, which runs from July to October, features in the port shops of Calais and Dunkirk, and on six DFDS vessels operating routes between Calais, Dunkirk and Dover.
This year’s promotion builds on the foundation of last year’s campaign, which was extended due to strong demand. The focus this year is on Jack Daniel’s Tennessee Whiskey super-premium portfolio.
According to DFDS the 2023 promotion reached more than 1.7 million people, with a similar or greater reach expected this year. The campaign has contributed to the growth of the Jack Daniel’s super-premium range in this specific port and vessel channel, the partners said.
Brown-Forman GTR Interim Marketing Director Ffion Fitzgerald commented: “We are delighted to see such a positive trend in the demand for super-premium-plus whiskey in the ferry channel business.
“Last year’s promotion exceeded our expectations, and we are happy to repeat this impactful promotion.
“Our partnership with DFDS and Gebr. Heinemann has been instrumental in this success, as the English channel is one of the top routes for spirits sales, with whiskey being the leading category.”
Gebr. Heinemann Director Sales Nordics, Jens Wolf said: “It is part of our vision at Gebr. Heinemann to create unforgettable experiences for travellers. With this promotion, they can immerse themselves in the world of Jack Daniel’s and discover the brand and its history in a new way.
“We are particularly proud that this promotion could be realised together with three partners and want to thank everyone involved for the great collaboration. It will bring a further valuable push to this important route.”
“We are to continue our successful partnership with Brown-Forman bringing the memorable Jack Daniel’s experience to our Calais and Dunkirk duty-free shops and onboard the six Dover to France vessels,” added DFDS Global Category Manager Spirits Kevin Johnson.
“Our 2023 Jack Daniel’s activation generated immense excitement, interest and strong sales, with our passengers continuing to prefer face-to-face interaction with our colleagues strongly. We are eagerly anticipating this year’s launch and look forward to delivering another exceptional activation our passengers will love.”
A key feature of the promotion is a Jack Daniel’s Single Barrel tasting bar in the DFDS port shop in Calais. Here, travellers can discover Jack Daniel’s Tennessee Whiskey through interactive tasting sessions with help from on-site Brand Ambassadors who will provide insights into the brand’s history and flavours.
Visitors can also explore the breadth of Jack Daniel’s super-premium portfolio in the Dunkirk port shop and on the six ferries. Promotional teams will guide tastings on peak days and a complimentary gift will be offered with every purchase of a bottle of Jack Daniel’s Single Barrel.
The campaign features additional super-premium products, including the global travel retail-exclusive Jack Daniel’s American Single Malt and Jack Daniel’s Tennessee Travellers Series as well as Gentleman Jack and Jack Daniel’s Sinatra Select. ✈
