A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
Unveiled alongside Frank Sinatra Junior at TFWA Cannes yesterday (Tuesday October 23), the “ultra-premium” line extension is exclusive to travel retail.
Brown-Forman said the line extension, which has been created in partnership with Frank Sinatra Enterprises (FSE), is in recognition of the late crooner’s association with the brand.
Sinatra Select is bottled at 45% abv and comes as part of a gift pack which includes a book that tells the story of Frank Sinatra and Jack Daniel’s shared history.
Brown-Forman have said the 1 litre bottles would be priced differently from market to market but intimated that the price would be about $150.
Sinatra Junior said: “Dad would be very flattered by the association. This fine whiskey, or Old No. 7 as he referred to it, was a favourite part of my father’s life and he loved both sharing it with his friends and introducing it to new acquaintances.”
Jim Perry, managing director for Brown-Forman Travel Retail said: “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.
“All Frank’s children were vocal and encouraging in their endorsement.”
Brown-Forman have not disclosed the financial particulars of the deal with FSE.