Page 30 - ASUTIL 2023

INSIDER

premium and ultra premium focus. We are
very excited about having those two brands
in the portfolio. We believe we can do a lot
with those two and are integrating those
two brands as we speak.”
These new acquisitions allow B-F to
play in more spirits categories, confirms
Rodiek.
“It is exciting to see us moving
from first a Jack Daniel’s company,
then an American whiskey company,
now to a multiple portfolio play, and
internationalizing the business,” he says.
Even as the company internationalizes,
Rodiek insists it will always remain true to
its roots.
“We are an American company,
we are rooted in Kentucky, but also in
Tennessee with Jack. Woodford Reserve
is a fast growing brand. We want to bring
Woodford more to the rest of the world.
American whiskey will always be the root
for the company. That won’t change. What
has changed is the multi-portfolio category
play and the stronger proliferation towards
super premium,” he explains.

Organic growth
Along with the new brands being
added into the portfolio, B-F GTR has
also enjoyed strong organic growth, says
Rodiek.
“In Cannes we provided a sneak peak
of Jack Daniel’s American Single Malt
which we are launching this summer. That
is something that is happening within
the portfolio itself. Tennessee Travelers
was another one that we developed as a
GTR exclusive. We also introduced new
Benriach editions with a focus on global
travel retail exclusives. There is a lot of
organic development that is happening. We
will look to super premium innovations in Brown-Forman has been focusing on the consumer experience with its recent activations. Top:
travel retail.” Woodford Reserve pop-up lounge ahead of the Kentucky Derby at JFK Terminal 4.
Bottom: Jack Daniel’s Single Barrel activation at London Heathrow last year. The activation traveled
The Consumer Experience to JFK Terminal 4 this spring.
B-F is more and more looking to
give its consumers experiences at the
point of sale, says Rodiek. The company
featured two high profile activations at JFK some of New York City’s best bars – experience to those traveling through
Terminal 4 this spring for Jack Daniel’s and Eleven Madison Park, Employees Only, JFK Terminal 4.
Woodford Reserve. and Pebble Bar – for the cocktail menu “Consumers are looking more and
In April B-F created a sensorial available at the pop-up. Chocolate authority more for consumer experiences and with
experience at John F. Kennedy’s Jacques Torres crafted a special bonbon to the Sensory Lounge and what we did with
International Airport to bring the flavors pair with Woodford Reserve Double Oaked Single Barrel in March, those are certainly
of its Woodford Reserve to traveling Bourbon. activities that are focusing on providing
consumers with a pop-up lounge ahead of In the same terminal in April B-F consumers with a different experience. It is
the Kentucky Derby. showcased the Jack Daniel’s Single something we want to pursue more going
Woodford Reserve partnered with Barrel Collection, offering a taste forward,” says Rodiek.

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