Powering growth in global travel: Brown-Forman unveils bold Jack Daniel’s campaign

Brown-Forman is reasserting its leadership in the global whiskey category with a new Jack Daniel’s Tennessee Whiskey omnichannel campaign designed to connect with modern travelers.

Brown-Forman's most strategically targeted Global Travel Retail (GTR) initiative to date is rolling out across three of the world's busiest airports: London Heathrow (LHR), Seoul Incheon (ICN), and Dubai (DXB). The campaign, built around the new "That's What Makes Jack, Jack" creative platform, positions Jack Daniel's as a leader in consumer engagement and a key driver of growth in the GTR channel.

The campaign celebrates the brand's authenticity while redefining it for a new era of global travelers. The creative, which launched earlier this year, highlights Jack Daniel’s Tennessee Whiskey, the beating heart of the brand, and Jack Daniel’s Single Barrel, the number one super premium+ American whiskey expression in the Global Travel Retail channel.

The activation is now live across Heathrow Terminals 3 & 5, and Incheon Terminals 1 & 2 until the end of September, before rolling out in Dubai International Airport, Terminal 3, throughout October and November.

Andrew Watson, Marketing Director India, Middle East, Africa, Global Travel Retail, EurAsia,  “We see Global Travel Retail not only as a crucial commercial channel but as a stage to tell our story to millions of consumers from around the world. This campaign demonstrates our commitment to investing in GTR with creativity, precision, and impact – helping us drive visibility, footfall, and conversion in close partnership with our customers.”

A 360° Traveler Journey

This omnichannel campaign for Jack Daniel’s represents Brown-Forman’s most tightly targeted GTR initiative yet, seamlessly connecting with travelers at every touchpoint:

• Out-of-Home (OOH): Large-scale, high-visibility airport placements paired with targeted formats near retail points of sale.

• Digital Strategy: Data-led automation and shopper insights ensure tailored messages reach the right audience – before departure, during travel, and in the airport.

• Regional Nuance: Creative and media strategies are adapted to reflect traveler behaviors and digital preferences across regions.

Together, these elements are designed to build anticipation, drive traffic into duty-free stores, and enhance engagement with immersive in-store touchpoints.

This precision-led approach builds on years of consistent media investment and testing by Brown-Forman, applying learnings to optimize year on year. The result is a campaign that is not only high-impact but also highly efficient in delivering measurable outcomes for brand and retail partners.

“Jack Daniel’s has always stood for authenticity and independence, and this campaign ensures that travelers all over the world feel that same connection to the brand. Our continued investment in GTR reflects our belief in the channel’s unique ability to build equity, strengthen partnerships, and deliver meaningful consumer experiences,” Watson added.

Category Leadership and Long-Term Commitment

Jack Daniel’s is the #1 premium whiskey by both volume and value in GTR, a position underpinned by sustained investment and innovation. This latest campaign reinforces the brand’s leadership while highlighting GTR as a long-term strategic growth channel.