Brown-Forman has unveiled its most ambitious travel retail campaign yet, rolling out a new Jack Daniel’s Tennessee Whiskey initiative across three of the world’s busiest airports as the spirits giant seeks to strengthen its position in the lucrative duty-free market.
The campaign, which targets London Heathrow, Seoul Incheon, and Dubai International airports, represents a significant investment in the Global Travel Retail (GTR) channel at a time when international travel continues to recover from pandemic lows. The initiative builds on Jack Daniel’s position as the number one premium whiskey by both volume and value in GTR, according to IWSR 2024 data.
Tennessee Whiskey Takes Center Stage in Airport Retail
The “That’s What Makes Jack, Jack” campaign showcases both Jack Daniel’s Tennessee Whiskey and Jack Daniel’s Single Barrel, described as the top super premium American whiskey expression in the Global Travel Retail channel. The activation is currently live across Heathrow Terminals 3 and 5 and Incheon Terminals 1 and 2 through September, before moving to Dubai International Airport’s Terminal 3 for October and November.
“We see Global Travel Retail not only as a crucial commercial channel but as a stage to tell our story to millions of consumers from around the world,” said Andrew Watson, Marketing Director India, Middle East, Africa, Global Travel Retail, EurAsia.
The campaign employs what Brown-Forman calls a “360-degree traveler journey,” utilizing large-scale out-of-home advertising, targeted digital messaging, and region-specific creative strategies. The company says it has applied years of testing and optimization to create its most precisely targeted GTR initiative to date.
American Whiskey Competes for Premium Market Share
The timing of this campaign coincides with intensifying competition in the premium spirits category, where American whiskeys face challenges from scotch, Japanese, and Irish competitors in the international market. Brown-Forman’s focus on high-traffic international hubs reflects the importance of duty-free sales, which often serve as travelers’ first introduction to premium spirits brands.
The campaign’s digital strategy includes data-led automation designed to reach travelers before departure, during travel, and within airports. Creative and media strategies have been adapted to reflect regional differences in traveler behaviors and digital preferences across the three markets.
Jack Daniel’s Tennessee Whiskey remains Brown-Forman’s flagship brand within a portfolio that includes Woodford Reserve, Old Forester, and several international spirits.
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