Jack Daniel’s No. 27 Gold makes golden debut in Europe through Heinemann

Jack Daniel’s No. 27 Gold Tennessee Whiskey, the latest premium entry to the Brown-Forman Travel Retail portfolio, will make its European debut this month with Heinemann Duty Free at Frankfurt Airport. It will initially be a European exclusive for the travel retailer.

Master Distiller Jeff Arnett describes Jack Daniel’s No. 27 Gold as being “a rich and exquisitely refined expression of the original Old No. 7 Tennessee Whiskey”. Presented in an elegant gift box, this premium expression gets its name from the fact that it is matured twice – first in a new, white oak barrel like Old No. 7, but then again in a maple barrel which gives it “a warm and luxurious finish”, Arnett said.

Partnering with Heinemann, Brown-Forman has developed several activities to engage international travellers, including the installation of a wind machine on the Heinemann Stage – a special promotional area – containing a number of swirling gold tickets.

The Frankfurt Airport promotion marks the European debut of Jack Daniel’s No. 27 Gold

“Shoppers spending €30 or more on Jack Daniel’s whiskeys with Heinemann can try their luck at grabbing one of the golden gift tickets which can be redeemed for great prizes as well as a chance to win four ounces of gold,” said Brown-Forman Global Travel Retail Trade Marketing Manager Toma Sedziute.

The promotion will also have several digital overlays including Facebook posts on both the Jack Daniel’s and Heinemann pages, digital banners on the Heinemann Webshop as well as a video spot running on a huge digital screen in Terminal 2. The Heinemann Stage is located in Terminal I B-East Non-Schengen in the Frankfurt Airport and the promotion will take place during the month of September.

Also during September, Heinemann will conduct tastings of Jack Daniel’s No. 27 Gold Tennessee Whiskey at the following locations at Frankfurt Airport: B East, B West, Terminal 2 Schengen, Terminal 2 Non-Schengen, C Main and A Main.

Gebr Heinemann Director Purchase Liquor, Tobacco & Confectionery Rüdiger Stelkens said: “Partnering with Jack Daniel’s is always a fantastic opportunity which drives footfall to our stores and we are delighted to be the first retailer to unveil the No. 27 Gold Tennessee Whiskey. I am convinced it will be a great success. We are keen to support brands whose innovative products add a new dimension to their lines and bring excitement to the travel retail environment in general. And of course we are looking forward to future opportunities to work with Jack Daniel’s.”

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