Brown-Forman partners with DFDS and Gebr. Heinemann in Jack Daniel’s summer promotion
Reach a little higher, sip a little bolder: The Jack Daniel's promotion will run throughout the summer with DFDS and Gebr. Heinemann
Brown-Forman Global Travel Retail (GTR) has launched a Jack Daniel's promotion for summer 2024 in partnership with DFDS and Gebr. Heinemann.
The promotion is running in two port shops in Calais and Dunkirk, and on six DFDS vessels operating routes from Calais and Dunkirk in France, to Dover in the UK. The promotion runs from July 2024 to October 2024.
Building on the success of last year’s campaign – which saw an unexpected extension due to strong demand – this year’s promotion is set to be even more impressive. In particular, the Jack Daniel's Tennessee Whiskey super premium portfolio will be highlighted.
According to DFDS, a similar promotion last year reached more than 1.7 million travelers and even greater reach is anticipated this year
Ffion Fitzgerald, Interim Marketing Director GTR at Brown-Forman, said, “We are delighted to see such a positive trend in the demand for super premium plus whiskey in the ferry channel business. Last year’s promotion exceeded our expectations, and we are happy to repeat this impactful promotion. Our partnership with DFDS and Heinemann has been instrumental in this success, as the English Channel is one of the top routes for spirits sales, with whiskey being the leading category.”
Kevin Johnson, Global Category Manager - Spirits at DFDS, added, “We are to continue our successful partnership with Brown-Forman bringing the iconic Jack Daniel’s experience to our Calais and Dunkirk duty-free shops and onboard the six Dover to France vessels. Our 2023 Jack Daniel’s activation generated immense excitement, interest, and strong sales, with our passengers continuing to prefer face-to-face interaction with our colleagues strongly. We are eagerly anticipating this year’s launch and look forward to delivering another exceptional activation our passengers will love.”
Jack Daniel's Sinatra Select is one of the lines highlighted in the summer promotion
Jens Wolf, Director Sales Nordics at Gebr. Heinemann, commented, “It is part of our vision at Gebr. Heinemann to create unforgettable experiences for travelers. With this promotion, they can immerse themselves in the world of Jack Daniel's and discover the brand and its history in a new way. We are particularly proud that this promotion could be realized together with three partners and want to thank everyone involved for the great collaboration. It will bring a further valuable push to this important route.”
Travelers can immerse themselves in the world of Jack Daniel’s Tennessee Whiskey through interactive tasting sessions and staff engagement, enhancing their experience with insights into the brand’s rich history and flavors. The centerpiece of the promotion is an eye-catching Jack Daniel’s Single Barrel tasting bar in the DFDS port shop in Calais. Here, as well as in the Dunkirk port shop and on the six ferries, visitors can explore the exciting variety of Jack Daniel’s super premium portfolio. Promotional teams on the vessels will guide tastings on peak days. A gift-with-purchase offer is available on the purchase of a bottle of Jack Daniel’s Single Barrel.
In addition to Jack Daniel's Single Barrel, other members of the super-premium family will also be presented, including the two global travel retail exclusives, Jack Daniel's American Single Malt, launched last year, and the Jack Daniel's Tennessee Travelers Series, as well as Gentleman Jack, and Jack Daniel's Sinatra Select.
According to DFDS, last year’s promotion reached more than 1.7 million travelers and even greater reach is anticipated this year. The promotion has significantly contributed to the growth of the Jack Daniel’s super premium range in this specific port and vessel channel.
