DFS joins Jack Daniel’s 150th celebrationsBy Kristiane Sherry
Leading luxury travel retailer DFS Group has partnered with Brown-Forman to host a year-long celebration of the 150th anniversary of the Jack Daniel’s Distillery in Lynchburg, Tennessee.
As part of the partnership, Jack Daniel’s anniversary-related promotional activities will take place in DFS stores in airports across North America, Hong Kong, Singapore and India.
A highlight of the promotional activity will be the selection of individual Jack Daniel’s barrels to be bottled and sold as Jack Daniel’s Single Barrel editions at DFS airport stores at New York JFK, San Franciso, Los Angeles, Honolulu, Hong Kong and Singapore.
Selected by DFS teams working with Jack Daniel’s master distiller Jeff Arnett and assistant master distiller Chris Fletcher, the single barrel bottlings are exclusively available at those outlets, with each pack carrying a DFS and 150th Anniversary medallion.
In addition, Fletcher, who took up his role in 2014, made an appearance at the Raffles Bar in the Singapore Changi Terminal 3 Departures Duplex store. He discussed the history of the distillery and signed the DFS Anniversary bottles for shoppers.
Finbar Boyle, director of Brown-Forman Travel Retail for Asia Pacific, said: “Both Jack Daniel’s and DFS have long-held reputations for high quality and authenticity. It is only natural that DFS would partner with us in celebrating this outstanding milestone in the storied history of Jack Daniel’s Tennessee Whiskey.”
Brooke Supernaw, DFS Group senior vice president, spirits wine and tobacco, added: “We’re thrilled to partner with Jack Daniel’s to celebrate this important milestone exclusively at DFS stores around the world.
“Here at DFS we’re committed to providing travellers with exceptional product and memorable experiences and we’re confident customers will love joining in on the year-long celebration of Jack Daniel’s unique heritage and exclusive product.”
Jack Daniel founded the distillery in 1866 at the source of limestone water flowing from a cave spring. Today, the whiskey is sold in more than 165 countries around the world.