Woodford Reserve unveils new TR activation in Amsterdam

American Bourbon brand Woodford Reserve has launched the first in a planned series of wall displays at Amsterdam’s Schiphol International Airport.

The Woodford Reserve wall bays have launched in Amsterdam Schiphol Airport

Launched as part of a new marketing strategy for the Kentucky Bourbon brand, the wall displays target”premium whiskey aficionado” travellers.

Eric Helms, marketing director for Brown-Forman Global Travel Retail, said: “Just like the Bourbon itself, we feel the new Woodford Reserve wall bay is bold in its presentation and design-led appearance but in a refined manner that speaks to its historic and stately distillery.

“Woodford Reserve is truly at home in both the finest drinking establishments in major metropolitan areas of the world such as New York City, Frankfurt or Sydney as well as the quiet comfort of a backyard cocktail.”

As a joint partnership between Brown-Forman Global Travel Retail and Gebr Heinemann, the Woodford Reserve wall bay will share space with other American whiskeys from the brand’s owner – including Jack Daniel’s and Old Forester.

Elmira Rahmani, activity manager for liquor, tobacco, confectionary and fine food at Gebr Heinemann, said: “We are delighted to take a further step within our successful cooperation and to be the first partner to launch the Woodford Reserve wall bay with Brown-Forman Global Travel Retail.

“The wall bay serves as a powerful example of how our aligned vision of engaging customers through exceptional experiences and innovative permanent advertising sites can be executed in store.”

Brown-Forman will roll out the wall displays to further international airports.