Jack Daniel's has teamed with Aelia Duty Free, owned by Lagardère Travel Retail, to create a promotional animation, including a film displayed at The Luton Scene digital space which explores how the whiskey is made.
Brand ambassadors are also on hand to give further insight into the drink. The activation is running until the 23 November and passengers who visit before then have the opportunity to get a branded glass or tag label with purchases over £50.
Over the summer, Jack Daniel's celebrated its anniversary with a worldwide, 90-day scavenger hunt, where 150 hand crafted whiskey barrels were hidden in various historic and cultural sites across the globe, giving fans the opportunity to hunt them down and win unique, specially designed prizes.
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.