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Jack Daniel’s launches Frank Sinatra whiskey

Brown Foreman in association with Frank Sinatra Enterprises (FSE) has launched an ultra-premium expression of Jack Daniel’s Tennessee Whiskey in Travel Retail this month. This is the first time a new product has been launched by Brown Foreman into multiple markets at the time.

Crafted from special 'Sinatra barrels' the Jack Daniel’s Sinatra Select is bottled at 90 proof and comes in a specially designed 1litre bottle. The premium pack includes a gift box and book telling the story of the relationship between Frank Sinatra and Jack Daniel’s.  A Travel Retail exclusive, the suggested retail price for Jack Daniel’s Sinatra Select will be determined market-to-market.

Commenting on the special Jack Daniel’s offering honoring his father, Frank Sinatra, Jr. said: “Dad would be very flattered by the association.

“This fine Tennessee Whiskey, or Old No. 7 as he referred to it,  was a favorite part of my father’s life and he loved both sharing it with his friends and introducing it to new acquaintances.  I’m very pleased to continue to be a part of the Jack Daniel’s family and feel the introduction of Sinatra Select is an appropriate tribute as we near my father’s 100th birthday in 2015,” said Sinatra, Jr.

According to Jim Perry, managing director for Brown-Forman Travel Retail the parent brand of Jack Daniel’s, the idea for a Jack Daniel’s premium whiskey to salute “Ol’ Blue Eyes” has been suggested for many years. 

“It was common knowledge both within the entertainment industry and in the world of Jack Daniel’s that Frank was one of Jack’s biggest and most loyal fans.  He often referred to his favorite whiskey as the ‘Nectar of the Gods.’  In discussing this special edition Jack Daniel’s, the Sinatra family responded with a great deal of enthusiasm.  All Frank’s children were vocal and encouraging in their endorsement.  We feel that Jack Daniel’s Sinatra Select will quickly become a cherished item for your home bar and encourage folks to enjoy this superb whiskey,” Perry added.

On stages throughout the world from 1950s thru the 1990s, Sinatra would always offer a toast to his audience with a glass of Jack Daniel’s in his hand.

Specially crafted 'Sinatra barrels' with a ridged charred interior were used for the aging process. By exposing the spirit to extra layers of toasted wood on the inner surface of the barrels, extra character and a darker rich amber colour was achieved.  These barrels were blended with classic Old No. 7 Tennessee Whiskey and bottled at 90 proof resulting in a character that is full of oak and spice notes with an exceedingly smooth vanilla finish.  The smooth, bold character of the whiskey is meant to embody the smooth, bold character of the man.
The whiskey will be available at Las Vegas airport initially followed by airports around the world from January 2012. In addition to Travel Retail, Jack Daniel’s Sinatra Select will be available at the Jack Daniel’s Distillery in Lynchburg, Tennessee in 2013.

Jack Daniel’s Sinatra Select was introduced at a news conference on October 23, 2012 at the Tax Free World Association meeting in Cannes, France, which was attended by Frank Sinatra, Jr. (pictured).

5 November 2012 - Felicity Murray