American-owned spirits and wine company Brown-Forman is putting the pedal to the mettle in travel retail with impactful new product launches, experience-led activations and strategic updates to its brand portfolio.
At the TFWA World Exhibition in Cannes last month, a stand-out feature on Brown-Forman’s stand in the Beach Village was the eye-catching McLaren F1 racing car.
This was first unveiled in global travel retail (GTR) at Amsterdam Airport Schiphol in August for the Jack Daniel’s & McLaren F1 Team pop-up activation in partnership with Gebr. Heinemann.
Running for one month, the high-impact promotion celebrated Jack Daniel’s Tennessee Whiskey becoming an official partner of the McLaren Formula 1 Team in 2023, in a multi-year partnership agreement.
The replica show car is the ultimate draw card for the associated…