Brown-Forman Travel Retail has rolled out a series of promotions worldwide touting the relationship between Frank Sinatra and Jack Daniel’s and commemorating what would have been the singer’s 100th birthday.
Activities include high-profile Sinatra and Jack Daniels promotions in 26 airports worldwide along with social media support including Facebook and Twitter feeds (#ToastSinatra).
Brown-Forman Travel Retail began its Sinatra/Jack Daniel’s partnership with the launch of Jack Daniel’s Sinatra Select at the TFWA show in Cannes in 2012. Since then, the Kentucky-based spirits producer has executed promotions and displays in airports and other channels around the globe. On December 12, a day before what would have been Sinatra’s 100th birthday, Delta Air Lines served tastings of Jack Daniel’s Sinatra Century on first class flights between New York John F Kennedy and Los Angeles International airport. Throughout December, the signature cocktail on all Delta Flights will be “Frank’s Way” featuring Jack Daniel’s Old No. 7, ice and a splash of water.
Jack Daniel’s Sinatra Century was developed in collaboration with the Sinatra family to celebrate the day Frank would have turned 100 years old. The high-end product is drawn from a rare selection of only 100 barrels hand-picked by Brown-Forman’s Master Distiller. This rare 100 proof whiskey gains its rich oak character and smooth delicate finish from specially crafted, grooved “Sinatra barrels”.
Along with the whiskey, is a never before released concert from Sinatra at the Sands in 1966 and a commemorative book wrapped up in a luxury gift-pack. Only a limited number of bottles of Sinatra Century are available in travel- retail. While prices vary from market-to-market, the suggested retail price is $450.
Finally, there is the Jack Daniel’s Sinatra Family Reserve. Only 15 bottles of this high-end product were created with a portion going to the family. The product comes with a special signed letter from Frank Sinatra’s children and each bottle is individually numbered and comes with a commemorative plaque.
At $1,500 per bottle, this is the most exclusive Jack Daniel’s whiskey ever sold and is only available for sale in travel retail at Hong Kong, Sydney, Munich, Atlanta, Heathrow, Singapore Changi, Los Angeels International and Amsterdam Schiphol.
