This also marks the launch of Brown-Forman’s LazMall flagship e-store where the company’s latest and even limited range of spirits are now more easily accessible
While an invitation to kick back with a little Jack Daniel’s whiskey would more likely elicit a request to add a little Coke into the mix than it would the serious scrutiny of brown spirit connoisseurs, there is no denying the brand’s iconic standing.
One might even be surprised to learn that it is built on a tradition of making fine charcoal-mellowed Tennessee whiskey that spans over 150 years. Or that every bottle of Jack Daniel’s originates from a single distillery—the same one the Brown-Forman Corporation acquired in 1956.
But this is perhaps why the recent introduction of its Craft & Luxury Collection to the Singapore market is a timely and necessary reminder of the craftsmanship behind the exemplary brand of American whiskey. Made up of its Single Barrel Collection, as well as the Jack Daniel’s No. 27 Gold and Jack Daniel’s Sinatra Select, the Singapore release is also timed to mark the launch of Brown-Forman’s LazMall flagship store—aside from being a resource of information, this is where the company aims to debut new and exclusive products.
“Singapore has seen a rapid digital transformation in 2020 and it is exciting for us to partner Brown-Forman in this step forward,” adds Alex Yong, managing director of Malt & Wine Asia, a distribution partner of the Brown-Forman portfolio in Singapore. He believes the e-mall is the ideal platform to activate, engage and interact with an emerging group of consumers who are very keen to explore American whiskey.
Many are no doubt familiar with Jack Daniel’s signature Old No. 7, but what the brand’s Craft & Luxury Collection aims to spotlight is its focus on creating rare gems, fine expressions that don’t detract from the fact that the distillery makes arguably the most popular whiskey (no, it's not bourbon) stateside.
The Jack Daniel’s No. 27 Gold, for example, is the only double barrelled, double mellowed Tennessee whiskey in the world. It’s a unique expression of the old No. 7 that celebrates a key aspect of the whiskey making process, during which the maple barrels the spirit is aged in impart essential flavours and other unique qualities.
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