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Jack Daniel’s Sinatra Select flies into Las Vegas

Jack Daniel’s has unveiled its first ‘The Sinatra Experience’ installation in Las Vegas airport, showcasing the brand’s latest innovation, Jack Daniel’s Sinatra Select.

Jack Daniel's Sinatra Select Las Vegas
‘The Sinatra Experience’ for Jack Daniel’s Sinatra Select at Las Vegas airport

Following the global launch of Sinatra Select at TFWA Cannes in October, brand owner Brown-Forman is introducing a series of installations as major global airports around the world to “immerse consumers in the Frank & Jack Story”.

Travellers will be able to taste the limited edition Jack Daniel’s Sinatra Select while viewing photos of the famous singer and listening to his music.

Jim Perry, managing director of Brown-Forman travel retail, said: “The Las Vegas Airport was selected to be the first place in the world to receive Jack Daniel’s Sinatra Select because Vegas was such an important part of Frank Sinatra’s life.

“Frank and Jack literally spent years flying around the globe together; wherever Frank went, Jack Daniel’s was by his side. Along with our retail partner, Nuance, we are very excited about the Las Vegas airport installation. We feel that our airport installation will engage consumers in the story of the great friendship between Frank and Jack as well as educate them about the unique craftsmanship of this exclusive whiskey.”

A specially-designed one-litre bottle of Jack Daniel’s Sinatra Select, presented in a gift box complete with a commemorative book, will be available to buy in duty free stores.

As one of the most eagerly anticipated launches of the year, fans of Frank Sinatra and Jack Daniel’s will be excited to learn that the edition will be available in select cities, including Tennessee, from Spring 2013.

Sinatra Select is the first product from Jack Daniel’s to feature a high percentage of whiskey aged in special Sinatra barrels, which have grooves carved into the staves to expose the liquid to more wood. Whiskey from the Sinatra barrels is then blended with classic Old No. 7 Tennessee Whiskey and bottled at 45% abv.

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