Brown-Forman will be looking for successes from its higher-end Jack Daniel’s extensions in a new marketing move in global travel retail.
The brand owner’s GTR division has partnered with channel operators DFDS and Gebr Heinemann for an activation on six ferries that cross the English Channel as well as at shops in ports on either side of the stretch. The presence, which runs until October, will place particular emphasis on the likes of Jack Daniel’s Single Barrel and Sinatra Select iterations, as well as the American whiskey’s Single Malt, which launched as a GTR-exclusive in September last year.
DFDS-serviced routes between Dover in the UK and Calais and Dunkirk will host branded pop-ups, as will Heinemann’s outlets at the two French ports.
“We are delighted to see such a positive trend in the demand for super-premium-plus whiskey in the ferry channel business,” said interim GTR marketing director Ffion Fitzgerald. “The English Channel is one of the top routes for spirits sales, with whiskey being the leading category.”
In its results from the 12 months to the end of April, reported last month, Brown-Forman noted a 5% sales decline for Jack Daniel’s, albeit from a 1% slip in volumes, indicating the underlying strength of the brand’s more-expensive expressions.
