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Jack Daniel’s Sinatra Select begins global roll-out

Fans eager to get hold of the new Jack Daniel’s Sinatra Select now have more opportunities to do so as the limited edition release begins its slow roll-out across the world.

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

Sinatra Select, a blend of Tennessee whiskey aged in special Sinatra barrels that reveal the liquid to more wood through additional carved grooves, was first launched in October 2012 to commemorate the run-up to the centenary of Frank Sinatra’s birth in December 2015.

The special release, which was first unveiled at TFWA in Cannes, went on to launch in travel retail at Las Vegas airport in December 2012. Now however it is available in several other US airports plus further more worldwide.

Rick Bubenhofer, director of public relations at brand owner Brown-Forman, said Sinatra Select will be available in most US airports by May 2013.

“It is available in a number of US airports now, to include Atlanta, LAX, San Francisco, JFK and Miami,” he said. “We are considering other channels like US Military, high-end cruise ships and duty free airline catalogs as well. Domestically, it will be available at the Jack Daniel’s Distillery in mid-March.”

The brand is exhibiting at the IAADFS show in Orlando in April, where it hopes to catch the eye of Latin American and Caribbean distributors.

“We will use our meetings at IAADFS to exposure our customers from Central and South America to the Sinatra brand. We are keen to be in places like Brazil, Argentina and Mexico,” he added.

Outside the States, Sinatra Select is already available in a number of airports, including Singapore, Dubai, Frankfurt, Hamburg, Moscow, London, Milan, the Netherlands and Warsaw. Brown-Forman expects many more airports to “come on line” in March.

For a preview of the IAADFS show, see the March edition of The Spirits Business magazine.

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