Product Launch - TRAVEL RETAIL: Brown-Forman's Jack Daniel’s Sinatra Select

By | 23 October 2012

Click through to view Brown-Formans Jack Daniel’s Sinatra Select

Click through to view Brown-Forman's Jack Daniel’s Sinatra Select

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Brown-Forman's Jack Daniel’s Sinatra Select

Category - Spirits, whiskey, US, 45% abv

Available - From this month

Location - Exclusive to travel retail

Price - Around US$150 per 1-litre bottle

Distribution - Brown-Forman

Brown-Forman has lined up the launch of a Frank Sinatra-inspired travel retail exclusive expression of its flagship Jack Daniel's whiskey brand.

The variant has been launched to coincide with the TFWA travel retail exhibition in Cannes this week.

Click play, below, for two company-sourced videos about Jack Daniel's Sinatra Select.

Show the press release

In recognition of the relationship between two American icons, Jack Daniel’s Tennessee Whiskey, in association with Frank Sinatra Enterprises (FSE), is launching a new ultra-premium expression in Travel Retail this October.  Crafted from special 'Sinatra barrels' the Jack Daniel’s Sinatra Select is bottled at 90 proof and comes in a specially designed one-litre bottle. The premium package also includes a specially designed gift box and book telling the story of the legendary Jack Daniel’s and Frank Sinatra relationship.  A Travel Retail exclusive, the suggested retail price for Jack Daniel’s Sinatra Select will be determined market-to-market.

Commenting on the special Jack Daniel’s offering honoring his father, Frank Sinatra, Jr. said that “Dad would be very flattered by the association. 

“This fine Tennessee Whiskey, or Old No. 7 as he referred to it, was a favorite 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,” said Sinatra, Jr.

According to Jim Perry, managing director for Brown-Forman Travel Retail the parent brand of Jack Daniel’s, the idea for a Jack Daniel’s premium whiskey to salute 'Ol’ Blue Eyes' has been suggested for many years.  

“It was common knowledge both within the entertainment industry and in the world of Jack Daniel’s that Frank was one of Jack’s biggest and most loyal fans. He often referred to his favorite whiskey as the ‘Nectar of the Gods.’ In discussing this special edition Jack Daniel’s, the Sinatra family responded with a great deal of enthusiasm. All Frank’s children were vocal and encouraging in their endorsement. We feel that Jack Daniel’s Sinatra Select will quickly become a cherished item for your home bar and encourage folks to enjoy this superb whiskey,” Perry added.

On stages throughout the world from 1950s thru the 1990s, Sinatra would always offer a toast to his audience with a glass of Jack Daniel’s in his hand.

Hand selected by the Master Distiller Jeff Arnett, 'Sinatra barrels' used to make the product were crafted to provide an extra full character and darker rich amber color by exposing the spirit to extra layers of toasted wood on the inner surface of the barrels. The extra rich barrels were mingled with classic Old No. 7 Tennessee Whiskey and bottled at 90 proof resulting in a character that is full of oak and spice notes with an exceedingly smooth vanilla finish. The smooth, bold character of the whiskey is meant to embody the smooth, bold character of the man.    

In addition to Travel Retail, Jack Daniel’s Sinatra Select will be available at the Jack Daniel’s Distillery in Lynchburg, Tennessee in 2013.

Jack Daniel’s Sinatra Select was introduced on October 23, 2012 at the Tax Free World Association meeting in Cannes, France. The news conference was attended by Frank Sinatra, Jr., who later performed at the launch event for the product honoring his father.

Original source: Company Release

Sectors: Product launches, Spirits

Companies: Brown-Forman, Jack Daniel’s

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