US. Brown-Forman is offering an on-pack gift-with-purchase for Jack Daniel’s in European travel retail featuring a high quality picture frame.
Beginning late Summer approximately 32,000 of the special edition packs have been appearing in duty free markets in Belgium, Netherlands, France, Germany, Italy, Spain, the UK, Turkey and Malta. Made of black leather, the travel picture frames reflect the core Jack Daniel’s values of heritage, tradition and masculinity. The front of the frame is imprinted in subdued lettering and bears the name JACK DANIEL’S. Housed in a tamper resistant box and affixed to the neck of the bottle, the frame carries no additional cost to the consumer.
According to Brown-Forman vice president and director of duty free Patrick Moran, the gift pack is designed to increase visibility in key airport stores, and to generate impulse purchases for the brand during the late Summer months.
