Jack Daniel’s No.27 Gold launches in Australia duty free7th April, 2014 by Becky Paskin
Brown-Forman has launched maple-finished Jack Danielâ€™s No.27 Gold into Australian duty free through a partnership with Nuance Group.
First released in Singapore Changi airport in November 2013, Jack Danielâ€™s No.27 Gold has been twice filtered through sugar maple charcoal and extra-matured in maple barrels.
It is bottled at 40% abv and carries an RRP of US$99 for 700ml.
The travel retail exclusive, which has now been launched in Nuance Australia stores in Sydney and Melbourne airports, is currently only available in the Asia-Pacific region.
Travellers through Nuance stores in the airports can experience and taste the new release through until the end of April.
Philippe Boyer, CEO Nuance Australia, said: â€śWe know that Jack Danielâ€™s 27 Gold will be particularly attractive to certain customer segments, including our growing Asian and Chinese customer base.
â€śBecause it is currently only available in duty free in the region, we have a great opportunity to deliver a differentiated and special service to all our premium whiskey and Bourbon customers at Sydney and Melbourne airports ahead of its launch in domestic markets.â€ť
Jack Danielâ€™s No.27 Gold is the first travel retail exclusive from the brand since the Jack Danielâ€™s Sinatra Select edition, released to commemorate the run-up to the centenary of legendary singer Frank Sinatraâ€™s birth.
Sales of Bourbon and American whiskey grew by 23.8% in domestic Australia between 2007-2012, according to Euromonitor.
In June 2012, Jack Daniel’s released a “gold medal” gift pack in London Heathrow, Gatwick and Stansted airports to commemorate the London Olympic Games.