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The eye-catching two-storey pop-up at the TFWA Asia Pacific show brings Brown-Forman's rare and exclusive spirits portfolio to life through sampling and tasting experiences

SINGAPORE. US drinks company Brown-Forman Corporation has rolled out a striking two-floor pop-up for the TFWA Asia Pacific Exhibition this week. The 200sq m space offers immersive multi-sensory experiences, showcasing a wide selection of its American whiskeys and Scotch malts, as well as the company's latest travel retail-exclusive releases.

Key brands being featured at the show include the famous whiskey Jack Daniel's. It was named the world's most valuable spirits brand by leading brand consultancy Interbrand in its ‘Best Global Brands 2022’ report.

Representing Brown-Forman at the TFWA show (left to right) are Vice President and Global Travel Retail Managing Director David Rodiek; Global Travel Retail APAC Senior Manager Dreamy Zhou; Global Travel Retail Finance Director Lisa O’Reilly; Global Travel Retail Director EMEAI Oscar Camargo; and Global Travel Retail Marketing Director Stéphane Morizet

Soon to hit the shelves, the travel retail-exclusive Jack Daniel's American Single Malt is showcased at the Brown-Forman pop-up

Among the products highlighted at the pop-up are the flagship brand Jack Daniel's Old No. 7 and the new ultra-premium expression Jack Daniel's American Single Malt. The latter is a global travel retail exclusive which is set to be released in the second half of 2023.

Other channel exclusive offers on display are Jack Daniel's Tennessee Travelers series with Sweet & Oaky and Bold & Spicy – a limited edition only recently available in Asia – and Jack Daniel's Single Barrel 100 Proof.

Offering visitors a sensorial experience, a Woodford Reserve sensory lounge is also featured at the Brown-Forman stand. It is a smaller replica of the ones launched at Paris Charles de Gaulle Airport last year and at New York JFK Airport last month.

The lounge is offering visitors a "spectacle of the senses" through tasting experiences of the brand's premium expressions including the ones from its Master's Collection.

Brown-Forman offers a unique tasting experience to visitors featuring Woodford Reserve's travel retail-exclusive ranges

The upper floor showcases an impressive line-up of Scotch single malts: Benriach, The GlenDronach and Glenglassaugh.

Benriach expressions on display include Benriach Quarter Cask, Benriach Smoky Quarter Cask, Benriach Triple Distilled Ten and the distiller's oldest ever triple-distilled expression, Benriach 22 Year Old Triple Distilled.

An ultra-rare expression, Benriach The Forty Octave Cask Matured was bottled on 12 September 2017. Only 137 bottles are available.

The special travel retail limited-edition Benriach The Forty Octave Cask Matured is also showcased at the pop-up. Dubbed the "ultimate expression of Benriach", it is matured through a process that is based on "considerable skill, artistry, and time", in the words of Brown-Forman.

Brown-Forman Vice President and Global Travel Retail Managing Director David Rodiek said: "We are pleased to showcase an exclusive selection of our super-premium brands to our business partners and visitors in our enlarged space at TFWA, offering opportunities for personal interaction while exploring our brands."

Rodiek is also a member of the TFWA management committee representing wine/spirits/non-alcoholic beverages and part of the marketing sub-committee.

The Brown-Forman global travel retail team gets set to welcome guests to experience the multi-faceted world of its American whiskeys and Scotch malts

Brown-Forman ANZPI Advocacy and Development Manager Grant Shearon, along with the company's Regional Brand Ambassador Asia and Scotch malt expert Stuart Fear, will supervise taste experiences across the Brown-Forman GTR portfolio at the pop-up.

In addition to the American whiskeys and Scotch malts, the company is also featuring Slane Irish Whiskey, tequilas Herradura and el Jimador, Fords Gin, and its most recent brand acquisitions Gin Mare and Ron Diplomático. ✈

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