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Jack Daniel’s unveils GTR pop-up in South Korea
Brown-Forman Global Travel Retail (GTR) has opened its first pop-up store at Seoul Incheon International Airport featuring Jack Daniel’s single malt.
In partnership with Shilla Duty Free, the activation showcases Jack Daniel’s American single malt.
The pop-up will be located at Terminal 2 departures until the end of August and offers ‘an immersive retail experience designed to captivate and recruit the new generation of travellers’.
By entering the store, travellers can sample the whiskey, guided by brand ambassadors who provide a step-by-step tasting experience, while digital displays bring the story of the American single malt to life.
The activation is amplified with digital media screens in the terminal and digital marketing support, including online banners, push messaging, and social media.
“We are thrilled to present Jack Daniel’s American Single Malt at Incheon International Airport in collaboration with Shilla Duty Free. This pop-up offers travellers a unique opportunity to engage with our brand in a dynamic and immersive way, enhancing their journey and showcasing the rich, complex flavours of our latest innovation,” said Dreamy Zhou, senior manager of Asia Pacific region (APAC) at GTR Brown-Forman.
“I am pleased to announce that the launch of Jack Daniel’s American Single Malt has been making a great contribution to the successful development of our Brown-Forman travel retail business in the past 12 months.”
The pop-up store at Incheon is part of GTR Brown-Forman’s broader global strategy, following two previous pop-ups and more than 40 activations worldwide supporting the launch of Jack Daniel’s American Single Malt, which is exclusive to travel retail.
Raelene Johnson, vice president of travel retail international merchandising, said: “We are delighted to partner with Brown-Forman on the debut of Jack Daniel’s American Single Malt at Incheon International Airport’s Terminal 2. This exciting collaboration is the first dedicated pop-up for the iconic Jack Daniel’s brand in the Korean duty free market.
“Jack Daniel’s American Single Malt perfectly aligns with our brand-building strategy, prioritising customer recruitment and channel differentiation. For this launch, we tapped into our digital capabilities including targeted pre-trip teaser and communications aiming to maximise the pop-up’s impact and engage travellers.”
Jack Daniel’s American Single Malt, launched in 2023, is charcoal-mellowed, aged in newly charred oak barrels and finished in oloroso Sherry casks.
Despite lacking a formal definition, the American single malt category is growing. Last month, a group of producers urged the Treasury department’s Alcohol and Tobacco Tax and Trade Bureau to reach a final ruling.
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