That’s life: Jack Daniel’s unveils US$1,500 Sinatra Family Reserve

Brown-Forman Travel Retail is celebrating the 100th anniversary of the birth of American singing legend Frank Sinatra in spectacular style with a flurry of global promotions and the launch of the limited-edition (US$1,500 a bottle) Jack Daniel’s Sinatra Family Reserve.

Only 15 bottles have been produced of Sinatra Family Reserve, the most exclusive Jack Daniel’s whiskey ever sold. It is only available in travel retail. The airports chosen to receive a single bottle of uber-exclusive Sinatra Reserve are: Hong Kong International (DFS Group), Sydney (Heinemann Duty Free), Munich (Eurotrade), Atlanta (Duty Free Americas), Heathrow (World Duty Free), Changi (DFS Group), Los Angeles (DFS Group) and Schiphol (Schiphol Airport Retail, 60% owned by Gebr Heinemann)

Jack Daniel’s Sinatra Century was developed in collaboration with the Sinatra family to celebrate the day Frank would have turned 100 years old (Hover over the image with our unique Moodie Magnifier to view in greater detail)

To mark the landmark anniversary and also the long-time special relationship between Frank Sinatra and Jack Daniel’s, the Brown-Forman Travel Retail team has rolled out a major global campaign. Activities include high profile Frank and Jack promotions in 26 airports around the world as well as considerable social media support including Facebook and Twitter feeds (#ToastSinatra).

Sinatra, fondly known as ‘Ol’ Blue Eyes’, frequently referred to Jack Daniel’s Old No. 7 as the “nectar of the Gods” and was buried with a bottle of the Tennessee whiskey in his casket. Not a bad way to go.

Brown-Forman Travel Retail began its Frank Sinatra/Jack Daniel’s partnership with the launch of Jack Daniel’s Sinatra Select at the TFWA World Exhibition in Cannes in 2012. Since then, the Kentucky-based spirits producer has continued to build on that momentum through promotions and displays in airports and other channels around the globe.

For example, today 11 December – to honour the 100th anniversary of Sinatra’s birth on 12 December 2015 – Delta Air Lines will be serving tastings of Jack Daniel’s Sinatra Century on first class flights between JFK and LAX. Throughout December the signature cocktail on all Delta flights will be ‘Frank’s Way’, which features Jack Daniel’s Old No. 7, ice and a splash of water – just as the singer liked it.

Also joining the Frank Sinatra/Jack Daniel’s line-up is Jack Daniel’s Sinatra Century, which was developed in collaboration with the Sinatra family to celebrate the day the singing legend would have turned 100 years old. The product is drawn from a rare selection of 100 barrels chosen by the company’s Master Distiller.

The whiskey comes with a never before released concert from Sinatra at the Sands in 1966 and a commemorative book, all contained in a luxury gift package.

Only a limited number of bottles of Sinatra Century are available in travel retail and while prices vary from market-to-market, the suggested retail price is US$450.

FOOTNOTE: What Frank Sinatra songs are most suited to our industry? The Moodie Report has put together a special collection for you – travel retail exclusive of course. Courtesy of YouTube (and ‘Ol blue eyes’ himself), you can even sing along.