A unique pop-up at Amsterdam’s Schiphol Airport sees Brown-Forman bringing together Jack Daniel’s and the McLaren F1 Team to entertain and captivate travelers and whiskey enthusiasts alike.
A statement from the American distiller noted that this partnership will showcase McLaren’s cars and a limited-time-offer bottle from Jack Daniel’s.
Signup now to make sure you don't miss out on the latest whiskey news and deals.
By Signing up, you accept and agree to our Terms of Services and you acknowledge our Privacy Statement. The Whiskey Wash is protected by reCAPTCHA, and the Google Privacy Policy and Terms of Service apply.
Signup now to make sure you don't miss out on the latest whiskey news and deals.
By Signing up, you accept and agree to our Terms of Services and you acknowledge our Privacy Statement. The Whiskey Wash is protected by reCAPTCHA, and the Google Privacy Policy and Terms of Service apply.
The centerpiece of the airport’s showcase is a replica McLaren race car, which will be displayed at the Lounge 2 central promo point.
Stéphane Morizet, Brown-Forman marketing director, said their mission is to “elevate the brand and shopping experience, which leads us to orchestrate such exclusive initiatives. It’s a rare opportunity for travelers to get up close and personal with a McLaren show car. To support social media engagement, visitors are encouraged to share their experience using the hashtag #McLxJD2023.”
Morizet said that, additionally, video screens will further enhance the immersive atmosphere.
David Rodiek, with Brown-Forman, added, “We are pleased to partner with Gebr. Heinemann to extend our activation through comprehensive product promotions and offer a unique and exclusive experience to the many travelers at Amsterdam Schiphol.”
Must Read Stories
They explained how the pop-up will work. Within the Lounge 2 retail space, a special product activation and tasting table will be set up, allowing whiskey enthusiasts to savor the exclusive bottle. Purchasing two bottles will earn guests an exclusive gift.
A media campaign in cooperation with Schiphol Media will run across the airport’s digital screen network and lightboxes, to help draw travelers to the pop-up activation and its offerings.
The Jack Daniel’s & McLaren pop-up show car, along with the supporting out-of-home media, will be live for the month of August. The special product promotion activation and tasting space, featuring the limited bottle, will be available until the end of September.
