Woodford Reserve Opens 24-Hour ‘Sensorial Experience’ Pop-Up Whiskey Lounge in This Airport
(Photo: Woodford Reserve)
On Thursday, Kentucky whiskey brand Woodford Reserve announced the opening of a pop-up “sensorial experience” lounge in the Istanbul International Airport.
“This sensory lounge will be a spectacle of the senses that take visitors through a Woodford Reserve journey,” Woodford Reserve Master Distiller Elizabeth McCall said in a news release. “By engaging the five senses, we will introduce consumers to Woodford Reserve and bring the travel shopping experience to new heights.”
The lounge will be open 24 hours a day until Dec. 31 and will serve Woodford Reserve Bourbon, Malt, Double Oaked, Batch Proof series and Baccarat Edition, as well as an exclusive Istanbul Airport Personal Selection edition of Distiller’s Select.
Customers will receive a branded Istanbul tote bag with the purchase of two bottles.
“We always aim to surprise travelers with something they would not expect,” said Bastian-Philipp Müller, head of buying liquor at Heinemann. “Hence, we are thrilled to introduce the Woodford Reserve Sensory Lounge at Istanbul International Airport. It is an invitation to embark on a multisensory journey into the world of fine bourbon and a unique experience that mirrors our commitment to provide unforgettable experiences.”
Woodford partnered with Usla Akademi, one of the “leading culinary academies” in Turkey, according to the brand, to create a bonbon “to give travelers the tasting experience of Woodford Reserve Bourbon.”
“We are thrilled to join forces with our partners Usla Akademi as well as Heinemann and Unifree Duty Free to introduce the Woodford Reserve Sensory Lounge at Istanbul International Airport,” said Stéphane Morizet, marketing director for Brown-Forman Global Travel Retail. “This collaborative effort sets a new standard for unforgettable airport experiences.”
In April, Woodford Reserve opened a pop-up lounge in New York’s John F. Kennedy’s Internal Airport.
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