Aggiunto il 19 gen 2008
Jack Daniel's rolls out the barrels for DFS
By Doug Newhouse, 16 August 2010
To celebrate DFS Group's 50th anniversary, the Brown-Forman Duty Free/Travel Retail team have commissioned artists from around the world to submit proposals for turning barrels in which Jack Daniel's Tennessee Whiskey has been aged into pieces of art. These artifacts are now being put on display at DFS stores in seven international airports until September 30, 2010.
These airports are located in Auckland, Singapore, Abu Dhabi, Mumbai, Los Angeles, San Francisco and JFK in New York.
"We've had a long and mutually rewarding relationship with DFS and wanted to recognize this impressive celebration in a special manner," said Jim Perry, Brown-Forman Travel Retail Managing Director.
ALL FOR A VERY GOOD CAUSE
"DFS was a key player in our recent Jack Daniel's 'Buy the Barrel' programme, so we decided to commission a number of up-and-coming artists to take Jack Daniel's barrels purchased by DFS and turn them into pieces of art. DFS will eventually auction the barrels on their website (jackdaniels) with the money raised going to their special charity 'Hand-to-Hand for Haiti'.
"From the outset the DFS charity efforts on behalf of Haiti appealed to Brown-Forman Duty Free. The Caribbean is and has been very important to us and we do a lot of business there. So when an island in that region gets hurt by a natural disaster, we want to assist as best we can," Perry added.
The seven barrels of Jack Daniel's Single Barrel were personally selected for DFS by Master Distiller, Jeff Arnett. Each barrel and its contents of 240 750ml Jack Daniel's Single Barrel bottles will be sold at one of the participating DFS stores.
Each bottle will also include a special commemorative neck-hanger recognizing the airport in which it was purchased, as well as a salute to the DFS 50th Anniversary. All participating airports except Singapore will also include a special Jack Daniel's-themed gift with the purchase of Jack Daniel's Family of Brands products exceeding a specific dollar amount that varies at different airports.
MULTIPLE ARTISTIC CONTRIBUTIONS
The participating artists were chosen by a panel of art aficionados who will also select the top barrel in the collection. The winning artist will be the guest of Brown-Forman at the 2011 London Art Fair.
The artists participating the barrel art promotion and the airports where their work will be exhibited are: Sheyna Baig, Mumbai Airport; Imin Yeh, SFO Airport; Dana Tomsa, JFK Airport; Margaret Ho, Singapore Changi Airport; Dana Tomsa, JFK Airport; Mark Sampson & Andy Vella, Abu Dhabi; Jeff Roland, Auckland; and Bryan Bowie, LAX.
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