Brown-Forman to mark JD anniversary at IAADFSBy Kristiane Sherry
Brown-Forman is to celebrate the Jack Daniel Distillery’s 150th anniversary at the upcoming IAADFS Duty Free Show of the Americas.
Festivities will get under way at the Florida trade event this April, before a series of anniversary-themed displays are promotions roll-out globally at international airports (pictured).
Jasper “Jack” Daniel founded his eponymous distillery in 1866, situated at a source of limestone water in Lynchburg, Tennessee. Today, the Jack Daniel’s Tennessee Whiskey brand is available in 165 countries around the world.
The distillery’s slogan “making friends and whiskey for 150 years” “sums up” the whiskey, says Marsall Farrer, managing director, Brown-Forman Global Travel Retail.
“You can walk into practically any travel retail store, restaurant, or bar in the world and ask for ‘Jack’ and everyone will know that you are talking about a very special whiskey made in a small town in Tennessee with one stoplight,” he said.
Farrer added that although the anniversary will be the main focus at the show, the message is coherent with the company’s ongoing strategy.
“We’ve been the recognised leader in North American whiskey since Old Forester was first bottled in 1870 and the fact that we can boast of the 150th anniversary of the distillery that makes the top-selling whiskey in the world merely solidifies our claim.
“But keep in mind that we have and will recognise some other important anniversaries associated with our whiskey portfolio this year. For example, in mid-February we celebrated the 70th year of barrel-making at the Brown-Forman Cooperage in Louisville.
“In addition, the Woodford Reserve Distillery will enjoy its 20th birthday in 2016. By the way, Brown-Forman is the only major spirits company to own and operate its own cooperage and Woodford Reserve remains the top-selling small-batch bourbon in the world.”
IAADFS Duty Free Show of the Americas will take place from 3-6 April at the Orlando World Center Marriot, Florida. Brown-Forman is exhibiting at stand 1413.