American whiskey brands spotlighted at UK airports
“With heavy emphasis on its American Whiskey portfolio of Jack Daniel’s, and Woodford Reserve the bars boast a whiskey barrel motif of wood textures and brass and serve as a virtual classroom in the history and art of distilling America’s spirit,” said a release from Brown-Forman Travel Retail.
Staff at the new outlets have been through training programs on the whiskey-making process. They will treat customers with educational tools, grain samples, nosing bottles and interactive computer tablets.
“It’s great to be partnering with Brown-Forman on this activation, which enables us to sample and showcase the best of American whiskey to our customers,” said Nigel Sandals, Category Manager for Liquor at World Duty Free Group. ”We are already impressed with the sales that have been achieved and the concept has been very well received by customers visiting our stores. The seven American Whiskey bars will remain in operation in our World Duty Free and Biza Tax & Duty Free stores, through to the end of September, 2013.”