US. Brown-Forman and The Nuance Group have partnered to create a first-of-its-kind Jack Daniel’s duty free store, which opened on 26 June at Houston George Bush Intercontinental Airport.
Located in Terminal D right across from the Nuance outlet, the Jack Daniel’s store is not just an airport first but also the only one outside the brand’s Tennessee home.
“This is the first Jack Daniel’s store that is not in Lynchburg,” confirmed Brown-Forman Global Trade Marketing Manager Tim Young during the inauguration of the stand-alone shop.
“This location makes a lot of sense. It’s such a big airport, and Jack Daniel’s has such a wide appeal in the US,” he added.
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Inauguration of the new Jack Daniel’s store: (L-R) Brown-Forman Travel Retail Director Jim Perry; Houston Airport Director of Customer Relations and Special Services Tim Joniec; The Nuance Group North America Vice President Operations Andy Rattner; Lynne Tolley, great-grandniece of Jack Daniel; and Houston Airport System spokesperson Randy Goodman |
Brown-Forman and The Nuance Group said they were “thrilled” with the partnership between their two companies, as well as the strategic pairing of Jack Daniel’s and the Houston gateway.
“The Nuance Group is a top-flight airport retailer, and everything they do is high calibre,” said Brown-Forman Travel Retail Director Jim Perry.
“They have done a spectacular job here catching the feel and spirit of Jack Daniel’s, and that will be apparent to the passengers travelling through this airport.”
The Nuance Group North America CEO Richard Rendek added: “Jack Daniel’s is a worldwide brand, and pairing it with one of the busiest airports in the world made the decision an easy one. Add that to the opportunity of a variable rent structure, and it makes for a creative and sound business decision.”
“We are tremendously pleased to be able to be part of this latest innovation and bring a unique offering for the travellers at our airport,” said Houston Airport System spokesperson Randy Goodman. “The Nuance Group has been a great retail partner since 2005, and we have seen consistent growth with them.”
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The new Jack Daniel’s store is not just an airport first, but is also the only one outside of the brand’s Tennessee home | |
The duty free/travel retail store specialises in “˜all things Jack’ including shirts, hats, jackets and other items emblazoned with the logo of one of the world’s top-selling whiskies.
Bush Intercontinental is the third-busiest US airport among those with scheduled international services. It is a gateway to more than 170 overseas destinations and last year handled over 40 million passengers.
Although Houston is the first airport to feature a Jack Daniel’s shop, Brown-Forman said others may follow.
“I wouldn’t rule out that we won’t have more stores in the future,” said Young. “There is such a global appeal of the brand. People can take a gift home that reminds them of the country. It is nice to take home a bit of America. You can do that with the Jack Daniel’s store.”
Perry added: “I’d like to open stores in a lot of overseas airports. I think it brings the brand more to life and it explains the Jack Daniel’s story a lot more than we are able to do in just a typical kiosk in a duty free store.
“Nuance approached us and asked if we would be interested in doing a store. It took about a year and a half to put the financing together and find the right space in the right airport, but then it all came together.”
“This Jack Daniel’s shop exemplifies the innovation and creativity that is at the heart of Nuance. We are just absolutely thrilled to be able to open this store today, the very first one in the world. It’s an absolutely exciting experience for us,” said The Nuance Group North America Vice President Operations Andy Rattner during the inauguration.
*NOTE: This story was filed by Michael Pasternak of Florida-based Travel Markets Insider with whom The Moodie Report works closely. Travel Markets Insider provides excellent weekly coverage of the travel retail business in the Americas. To subscribe, please contact Lois Pasternak at editor@travelmarketsinsider.net
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