Page 60 - TFWA World Exhibit 2023 Special Edition

INSIDER

Rabbit Hole made its travel retail debut at JFK
Terminal 4 in partnership with DFS.

“Following on from JFK this summer, our
next activation, in partnership with DFS
again, will showcase the core range in
LAX, Tom Bradley International Terminal,
in October, through to December,” she
reveals. “This is a prime occasion for
gifting as we enter the festive period.
“Celebrity Cruises will be launching
the Rabbit Hole Single Barrel range, setting
sail from November 2023,” McCann adds.
“This small-batch bourbon will be available
for purchase on board the new [Celebrity]
ship, The Ascent. Cocktail listings and a
flight program will also feature onboard–
something to satisfy the curious mind
and those already familiar with American
whiskey.”
acquisitions in recent years such as Europe,” explains Pernod Ricard GTR With 31.5 million guests expected
Diageo’s acquisition of Texas craft distiller Group Brand Director Lisa McCann. “This to take a cruise this year, the cruise line
Balcones and Campari Group’s purchase is done to capture the most distinct flavors sector will likely prove one of the fastest-
of a majority stake in Wilderness Trail and is unique to the industry. We use growing markets for U.S. whiskeys in the
Distillery in 2022. A year earlier, Pernod malted grains to add depth and diversity to Americas travel retail this year. Given U.S.
Ricard USA’s New Brand Venture division the palette; an exciting process when 49% whiskey’s ongoing renaissance, the wider
took a controlling stake in the award- of the bottle is left to experimentation. post-COVID outlook for the category
winning bourbon producer Rabbit Hole “Continually pushing the boundaries looks bright too–IWSR predicts U.S.
Whiskey. of flavor, Rabbit Hole Whiskies are always whiskey will grow at a CAGR of 9% in the
In July this year, Rabbit Hole 110-proof at barrel entry,” she adds. “Not Americas travel retail channel over the next
Whiskey made its travel retail debut at conforming to the industry maximum four years.
JFK International Airport Terminal 4 in 125-proof standard, Rabbit Hole Whiskies “American whiskey is establishing
partnership with DFS Group. The launch do this to enhance their flavor notes. As a itself and it’s going to be one of those
centered on four of the distiller’s stand- general practice, we believe that adding rising categories,” says Duty Free Global’s
out expressions: a four-grain triple malt water before the aging process has peaked Kilmartin. “We’ve all been talking about
bourbon (Cavehill), a sour mash rye changes the physical structure of the spirit, ultra-premium agave for a number of
whiskey (Boxergrail), a high-rye bourbon facilitating a better interaction with the years. The trajectory it’s been on didn’t
(Heigold) and a PX sherry-finished barrel as it matures. happen yesterday or the day before. It’s
bourbon (Dareringer). McCann says the JFK launch was been something building for 20 years and I
“Rabbit Hole works exclusively a “great success” with DFS requesting think American whiskey is heading in that
with malting houses across the U.S. and the launch activation period be extended. direction as well.”

Jack Daniel’s Single Malt’s global launch gets underway

Jack Daniel’s held on to its position as 60,000 tastings.
the second best-selling spirit in travel retail Made with 100% American malted
last year, according to the IWSR Drinks barley, the new Jack Daniel’s expression
Market Analysis. The big GTR launch for is softened using the whiskey house’s
Brown-Forman’s flagship brand this year traditional charcoal mellowing process;
is undoubtedly the travel retail exclusive aged in American oak barrels and then
Jack Daniel’s American Single Malt which finished in ex-oloroso Spanish sherry
from June onwards began rolling out to casks. The distinctive decanter-style bottle
over 40 leading international hubs such as of the new whiskey features an embossed
Singapore Changi and London Heathrow. distillery stamp of America’s first registered Brown-Forman GTR launched Jack Daniel’s
The global launch will reach an estimated distillery and a natural cork stopper. American Single Malt with a pop-up at London
13 million traveling shoppers and involve Heathrow this September. TFWA | Cannes | Green Village H52

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