December 21 2022  |  Spirits & Tobacco

Jack Daniel's travel exclusive activation at Heathrow Airport renews excitement

By Jane Hobson

Jack Daniel’s Single Barrel 100 Proof focused brand activation at London Heathrow Airport (Terminal 2)

Jack Daniel’s is encouraging travelers to explore bold new heights with renewed excitement around the Jack Daniel’s Single Barrel 100 Proof, with a focused brand activation at London Heathrow Airport (Terminal 2).

This travel exclusive, ultra-premium Tennessee Whiskey is bottled at 100 Proof upon maturity in unique, handmade oak barrels and bottled in bond. "With a perfectly balanced aroma of toasted oak barrel, sweet vanilla, and light spice, this Single Barrel expression has an exceptionally smooth finish and is encouraged to be enjoyed by travelers neat," reads the press release.

“With the increased consumer appetite to trade up when traveling, it is more important than ever to showcase the world of Super Premium + whiskeys that Jack Daniel’s has to offer. A Traveler Exclusive, Jack Daniel’s Single Barrel 100 proof offers global travelers the opportunity to expand their whiskey journey and elevate the moment,” says Fion FitzGerald, Global Marketing Manager for Jack Daniel’s in Travel Retail at Brown-Forman.

The brand encourages travelers to "Reach a little higher, Sip a little bolder"

Thanks to a collaboration with HRG Agency, lead agency for Jack Daniel's in Global Travel Retail, the activation will offer sampling, education, a consumer engagement mechanic and significant media investment. Also, the brand has teamed up with the Plaza Lounge Network for the activation, giving all travelers who purchase a bottle of this whiskey a 1 in 5 chance of winning a pass to the Plaza Lounge, as well as a 20% lounge ticket with purchase.

“Plaza Premium Group are excited to be working in partnership with Jack Daniel’s for the Single Barrel 100 proof campaign in Heathrow. There is a clear synergy between the proile of our lounge guests and luxury spirit shoppers and this mechanic looks to add real value to their airport experience,” adds Louise Burrows, Plaza Premium Lounge Marketing Manager for Europe.

Jack Daniel’s Single Barrel 100 Proof is available for purchase globally in duty free stores at an RRP of $66 USD.

REGION Europe

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