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Brown-Forman's Jack Daniel’s Sinatra Select

Category - Spirits, whiskey, US

Available - From 15 October

Location - UK, off-trade, available from The Whisky Exchange, Selfridges and The Whisky Shop

Price - RRP of GBP150 (US$240) per bottle, limited to 100 nine-litre cases

Distribution - Bacardi Brown-Forman

Brown-Forman has lined the limited UK release of a Frank Sinatra-themed extension of its flagship Jack Daniel's whiskey brand. Jack Daniel's Sinatra Select contains the 'Old No.7' that has spent time in 'Sinatra Barrels', the staves of which have been carved on the inside to allow the liquid to come into contact with more wood.

The UK launch will be the first domestic launch for Sinatra Select outside of the Travel Retail channel. The expression will be available in the US in December, with Germany, France, Russia, Poland, Mexico, and Australia getting limited stock in 2014.

In Brown-Forman's Q1 results, released last month, the Jack Daniel's range posted a 7% lift in global sales on the corresponding period a year earlier.

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With musical roots which date back to 1892, Jack Daniel’s, part of Bacardi Brown-Forman Brands, has long been a favourite amongst rock icons and music legends. As a lifetime fan, Frank Sinatra was one of Jack’s most loyal devotees. Look onstage any given night and you would see Frank Sinatra, in his trademark tuxedo, captivating audiences everywhere. Look a little closer and his favourite drink, Jack Daniel’s Old No.7, wouldn’t be far away.

Honouring this true and timeless relationship, Frank Sinatra and Jack Daniel’s have received a satisfying salute with the launch of new Sinatra Select. The special edition Tennessee Whiskey celebrates a legendary friendship that lasted more than half a century, making this a must-have for Jack Daniel’s fans and whiskey connoisseurs alike.

With a bold oak flavour, rich amber colour and exceptionally smooth vanilla finish, Sinatra Select is crafted from special ‘Sinatra barrels’, each hand selected by Master Distiller Jeff Arnett and bottled at 90 proof. The whiskey’s unique character is achieved by exposing the classic Old No. 7 Tennessee Whiskey to extra layers of toasted wood on the inner surface of the barrels. This results in a smooth, but bold whiskey, which embodies the smooth, bold character of Frank Sinatra and his impeccable taste.

Commenting on the latest release Frank Sinatra Jnr. said; “Dad would be very flattered by the association. This fine Tennessee Whiskey, or Old No. 7 as he referred to it, was a favourite part of my father’s life and he loved both sharing it with his friends and introducing it to new acquaintances. I’m very pleased to continue to be a part of the Jack Daniel’s family and feel the introduction of Sinatra Select is an appropriate tribute as we near my father’s 100th birthday in 2015”.

Ffion Jones, Brand Manager Super Premium American Whiskies at Bacardi Brown-Forman Brands comments; “The perfect addition to any back-bar, new Sinatra Select has been launched to pay tribute to a long-standing friendship and is a must-have for any Jack Daniel’s enthusiast. Like Frank Sinatra himself, we believe the distinctive taste of our whiskey should be shared with friends and new acquaintances alike. However, with only a limited number of bottles available we advise fans to get theirs while stocks last.”

The special edition Sinatra Select bottle includes flashes of Frank’s favourite colour, orange, which he thought was the ‘happiest’. Packaged within a sleek, limited edition box, Frank Sinatra’s signature and iconic fedora can be found on the bottle, along with the Jack Daniel’s Country Club logo, designed by ‘Ol Blue Eyes himself. Also enclosed is a booklet telling the captivating story of the legendary Jack Daniel’s and Frank Sinatra relationship.

A limited number of Jack Daniel’s Sinatra Select bottles will be available from The Whisky Exchange (www.thewhiskyexchange.com), Selfridges and The Whisky Shop from the 15th October with an RRP of £150.

Original source: Company Release