Jack Daniel’s to give away a kilo of gold

Jack Daniel’s is giving away a kilo of gold through a competition to promote the launch of its new No. 27 Gold Tennessee Whiskey, the brand’s first permanent line extension since 1988.

The launch of Jack Daniel’s No. 27 Gold in Dubai is accompanied by a kilo of real gold

The Gold Reward promotion celebrates the launch of Jack Daniel’s No. 27 Gold into Middle East travel retail this month.

The expression is based on the original Old No.7 recipe, but is given a finish in maple wood for a “warm and luxurious finish”.

Travellers purchasing any bottle from the Jack Daniel’s range at Dubai Duty Free store in Terminal Three of Dubai International Airport during September will be entered into a prize draw to win the pile of gold.

The gold will be on permanent display in the store for the duration of the competition. A winner will be drawn in October.

Tony McIver, area director for Brown-Forman travel retail, said: “When any discussion involves Dubai International Airport, Dubai Duty Free and Jack Daniel’s Tennessee Whiskey, you are talking about three Gold Medal entities.

“So when it was determined that No. 27 Gold would be introduced in Dubai Duty Free we simply had to go with a promotion that is really special and unique; hence, the kilo of gold giveaway.”

The permanent introduction of Jack Daniel’s No. 27 Gold is the first since the launch of Gentleman Jack in 1988.

Jack Daniel’s No. 27 Gold was first launched in Australia travel retail earlier this year.