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Woodford Reserve Debuts Sensory Lounge Experience at John F. Kennedy International Airport 

April 14, 2023

Visitors to Terminal 4 can win a trip of a lifetime to the 150th Kentucky Derby

NEW YORK, NEW YORK (April 14, 2023) — Woodford Reserve is creating a sensorial experience at John F. Kennedy’s Internal Airport to bring the flavors of its American Whiskey to traveling consumers. 

The pop-up lounge will run in Terminal 4 ahead of the Kentucky Derby from April 10th through May 7th  (9 am-1 pm and 3 p.m. to 11 p.m daily). In honor of the Run of the Roses, visitors will be able to enter to win a trip to the 150th Kentucky Derby, thanks to Churchill Downs.

“This sensory lounge will be a spectacle of the senses that take visitors through a Woodford Reserve journey,” said Elizabeth McCall, Master Distiller at Woodford Reserve. “By engaging the five senses, we will introduce consumers to Woodford Reserve and bring the travel shopping experience to new heights.”

Woodford Reserve has partnered with some of New York City’s best bars – Eleven Madison Park, Employees Only, and Pebble Bar – for the cocktail menu available at the pop-up. Chocolate authority Jacques Torres has crafted a special bonbon to pair perfectly with Woodford Reserve Double Oaked Bourbon.

“We are excited about the opening of the Woodford Reserve Sensory Lounge at John F. Kennedy International Airport,” said Stéphane Morizet, Marketing Director Brown-Forman Global Travel Retail. “Each lounge is an individual concept, meeting the high standard and desire for exclusivity of global travelers.” 

The custom menu will feature Woodford Reserve cocktails inspired by the 200 flavors in every bottle of the Kentucky Straight Bourbon. With sustainability in mind, cocktails will be served in keepsake Govino glasses to reduce waste. 

Visitors of the pop-up will experience a spectacle of the senses through tasting experiences of Woodford Reserve’s portfolio. Tastings will change daily and occasionally include high-end limited releases such as the Master’s Collection. 

A range of Woodford Reserve will be available to purchase, including Bourbon, Malt, Double Oaked, 149th Derby bottle featuring Secretariat, Batch Proof series, Double XO – a Traveler’s Exclusive and Baccarat Edition. With the purchase of two bottles, consumers will receive a branded tote bag and Old-Fashioned syrup to craft cocktails at home. 

The “Derby of Lifetime” trip is presented by Churchill Downs. Woodford Reserve is the Presenting Sponsor of The Kentucky Derby. 

Sensory Lounge partner quotes

“As the operator of the largest air terminal at JFK Airport, we are continually innovating our offerings to enhance the curb-to-gate experience, and we are pleased to welcome the Woodford Reserve Sensory Lounge at Terminal 4,” said Roel Huinink, President and CEO of JFKIAT. “This pop-up lounge will be an excellent addition to Terminal 4’s diverse mix of initiatives, and will help to create an enjoyable and enriching travel experience for our passengers.”

“As it is imperative to continue bringing new experiences to excite our customers, we are delighted to bring the Woodford Reserve Sensory Lounge to life as it debuts in the Americas at DFS, John F. Kennedy International Airport,”  said DFS Group President Merchandising Christophe Marque. “The lounge will provide customers with a unique assortment of limited and exclusive products and an interactive introduction to discover the Woodford Reserve collection.” 

“Air travel is experiencing an all-time high and savvy brands like Woodford Reserve are capitalizing on the immersive opportunity to engage with business and leisure travelers in key-moments of dwell time where consumers are open to experiential opportunities, such as tastings,” said Jon Sayer, senior vice president, sales, Airports Division, Clear Channel Outdoor. “We know that brands are exploring ways to break through with their consumers in memorable ways and we are thrilled to partner with this brand to create this unique Out-of-Home (OOH) experience in one of the premier gateway airports  in and out of New York City.”

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About Woodford Reserve

Woodford Reserve, “Presenting Sponsor of the Kentucky Derby,” is crafted at the historic Woodford Reserve Distillery, tucked in the heart of thoroughbred country in Versailles, Kentucky. A National Historic Landmark, the Woodford Reserve Distillery represents craftsmanship with a balance of historic heritage and modern practices. Woodford Reserve is a product of the Brown-Forman Corporation, a premier producer and marketer of fine quality beverage alcohol brands including Jack Daniel’s, Finlandia, Korbel, Tequila Herradura, Old Forester, Sonoma-Cutrer and Chambord. Please enjoy your bourbon responsibly. To learn more about Woodford Reserve, visit us www.woodfordreserve.com  or check us out on Facebook at www.facebook.com/woodfordreserve.

Kentucky Straight Bourbon Whiskey, 45.2% Alc. by Vol., produced by the Woodford Reserve Distillery, Versailles, KY ©2023

Media Contact:

Chris Poynter

[email protected]

Enjoy Like a True Kentuckian: Responsibly