Jack Daniel’s No.27 Gold launches in Australia duty free7th April, 2014 by Becky Paskin
Brown-Forman has launched maple-finished Jack Daniel’s No.27 Gold into Australian duty free through a partnership with Nuance Group.
First released in Singapore Changi airport in November 2013, Jack Daniel’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: “We know that Jack Daniel’s 27 Gold will be particularly attractive to certain customer segments, including our growing Asian and Chinese customer base.
“Because 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.”
Jack Daniel’s No.27 Gold is the first travel retail exclusive from the brand since the Jack Daniel’s Sinatra Select edition, released to commemorate the run-up to the centenary of legendary singer Frank Sinatra’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.