September 14 2023  |  Airlines & Airports

Jack Daniel’s American Single Malt launches pop-up at Changi Airport

By Hibah Noor

The pop-up is running from now until October 12 at the airport's T1

Jack Daniel’s American Single Malt, a ground-breaking innovation from the Jack Daniel Distillery, is launching a pop-up at Singapore Changi Airport. The eye-catching Jack Daniel’s American Single Malt experience will showcase the craft and "richer sipping" behind the whiskey innovation, blazing a new trail that will raise perceptions of American single malt whiskey. This pop-up experience is a Changi exclusive for Asia, as one of the lighthouses of the brand's global launch.

Running from now until October 12, the Singapore Changi Airport, Terminal 1, pop-up is expected to attract three million passengers during its activation period.

It is expected to attract three million passengers during its activation period

Dreamy Zhou, Senior Manager APAC, GTR Brown-Forman, said, "We are thrilled to showcase our new take on timeless Single Malt traditions through this premium immersive pop-up. With its captivating digital displays and elegant ambiance, travelers will have the chance to savour the rich and complex flavors of our American Single Malt, while learning about the fascinating story behind it. We thank our partners for the great cooperation. Through this, we are able to enrich the journey for interested consumers at Changi Airport in such a special way."

Jeff Jeong, Managing Director, Lotte Duty Free Singapore, added, “Jack Daniel’s American Single Malt stands as a testament to ground-breaking innovation, embodying more than just a spirit; it presents itself as an immersive experience that beckons you into the artistry within each sip. Our heartfelt gratitude extends to our esteemed partner, Brown-Forman, for joining us on this remarkable odyssey of craftsmanship and luxury."

Teo Chew Hoon, Managing Director of Airside Concessions at Changi Airport Group, said, "This cooperation underlines Changi’s commitment to providing travelers with unique and immersive experiences, and bolsters our strength in the wines and spirits category. We are excited to collaborate with Brown-Forman to bring the captivating world of Jack Daniel's American Single Malt to our passengers, adding a touch of class and innovation to their journey."

To mark the launch of Jack Daniel's American Single Malt, Brown-Forman is hosting more than 40 activations at airports around the world, reaching an estimated 13 million shoppers and offering 60,000 tastings. These activations are a testament to the brand's dedication to delivering exceptional experiences to its global audience.

Copyright 2024 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap