Brown-Forman highlights Jack Daniel’s American Single Malt at Incheon international
Brown-Forman's global travel retail-exclusive Jack Daniel’s American Single Malt features with The Shilla Duty Free at Incheon International
Brown-Forman Global Travel Retail (GTR), in collaboration with The Shilla Duty Free, has launched its first-ever pop-up store at Incheon International Airport.
This exclusive Terminal 2 Departures activation showcases Jack Daniel’s American Single Malt, offering an immersive retail experience designed to captivate and recruit the new generation of travelers. The pop-up runs until the end of the month (August).
The promotion aims to provide travelers with a memorable encounter with the GTR-exclusive American Single Malt from Jack Daniel’s, a brand celebrated as the most valuable spirit brand in the world, enjoyed in over 170 countries.
The pop-up is amplified with high-impact proximity Out-Of-Home digital media screens in the terminal
Dreamy Zhou, Senior Manager APAC, GTR Brown-Forman, said, “We are thrilled to present Jack Daniel’s American Single Malt at Incheon International Airport in collaboration with Shilla Duty Free.
“This pop-up offers travelers a unique opportunity to engage with our brand in a dynamic and immersive way, enhancing their journey and showcasing the rich, complex flavors of our latest innovation. I am pleased to announce that the launch of Jack Daniel’s American Single Malt has been making a great contribution to the successful development of our Brown-Forman travel retail business in the last 12 months.”
Raelene Johnson, Vice President, Travel Retail International Merchandising, added, “We are delighted to partner with Brown-Forman on the debut of Jack Daniel's American Single Malt at Incheon International Airport's Terminal 2. This exciting collaboration is the first dedicated pop-up of the iconic Jack Daniel's brand in the Korean duty-free market. Jack Daniel's American Single Malt perfectly aligns with our brand-building strategy, prioritizing customer recruitment and channel differentiation. For this launch, we tapped into our digital capabilities including targeted pre-trip teaser and communications aiming to maximize the pop-up's impact and engage travelers.”
The pop-up at Incheon is part of GTR Brown-Forman’s broader global strategy, following the successful implementation of two previous pop-ups and over 40 activations worldwide, all supporting the launch of Jack Daniel’s American Single Malt. Exclusively available in the travel retail channel, this new offering is said to be a testament to the ongoing successful development of the Brown-Forman GTR business and super premium+ spirits portfolio.
Charcoal mellowed the Tennessee way, Jack Daniel’s American Single Malt brings a new take on timeless Single Malt traditions. Aged in hand-crafted newly charred oak barrels and finished in the finest Oloroso Sherry Casks, it offers a rich and complex flavor profile, making it the perfect gifting choice for all occasions.
The pop-up at Incheon Airport features a striking digital façade and outer circle of angled staves composed of slim digital screens that wrap around the booth. Travelers can sip and savor the whiskey, guided by brand ambassadors who provide a step-by-step tasting experience, while digital displays bring the story of this fine American Single Malt to life. Every aspect of this activation is tailored to inspire, inform, and engage travelers.
A premium gift-wrapping service is available to elevate the purchase decision. If the purchase exceeds a certain amount, the buyer will be offered additional items such as a complimentary travel bag with personalization or a complimentary cabin suitcase.
The pop-up is amplified with high-impact proximity Out-Of-Home digital media screens in the terminal, along with digital marketing support including online banners, push messaging, and social media.
