Brown-Forman LazMall store to offer Jack Daniel’s Craft & Luxury Collection

Brown-Forman launches an official LazMall online store in Singapore, offering a wide range of products from its various spirit brands; also available is the Jack Daniel’s Craft & Luxury Collection.

American alcoholic drinks company Brown-Forman – which owns a number of iconic Scotch and American whisk(e)y brands – has launched an official online store on LazMall. With this move, Brown-Forman will be able to offer residents of Singapore direct access products from across its spirits portfolio on the premier B2C marketplace of e-commerce giant Lazada.

Consumers will now be able to purchase from the online Brown-Forman LazMall store whiskies from the likes of GlenDronach, BenRiach, Jack Daniel’s, Woodford Reserve, and Old Forester. Other spirits are available too, with Finlandia Vodka, and tequila from Herradura.

Jack Daniel’s Craft & Luxury Collection

If you’re an American whiskey aficionado though, what’s particularly of note that’s available on the Brown-Forman LazMall is the Jack Daniel’s Craft & Luxury Collection. The Jack Daniel’s Craft & Luxury Collection is a selection of rare premium whiskeys from the Tennessee whiskey brand, and includes expressions such as the Sinatra Select, Single Barrel Select, and Single Barrel Rye.

The Single Barrel Select is hand–selected from the highest reaches of the barrel house and bottled in the smallest of batches, just one barrel at a time. At 94 proof, it boasts a robust character and notes of caramel and spice. There’s the rye version too with the Single Barrel Rye, which employs a 70% rye grain bill to offer complex spice notes in addition to flavours of ripe fruit and light toasted oak notes. Then you have the Single Barrel 100 Proof, normally a travel retail exclusive. This expression is bottled in bond at 100 proof, and offers the rich depth and intensity for those who prefer more powerful whiskies.

But the crème de la crème of the Jack Daniel’s Craft & Luxury Collection is really the Sinatra Select, also previously only available as a travel retail exclusive. First launched in 2012 as a liquid tribute to famous crooner Jack Sinatra, who was a big fan of Jack Daniel’s and was often seen on stage sipping on it between songs. This expression uses spirit that’s been aged in specially designed barrels that expose the whiskey to unprecedented levels of toasted oak, resulting in a bolder whiskey. It’s not for your whiskey and coke, for sure.

Also launched on the Brown-Forman Lazmall flagship store is the highly sought-after Tennessee Straight Rye, which is available only in selected markets. This is one of the first new recipes for Jack Daniel’s in over 150 years, and like the Single Barrel Rye is crafted with 70% rye grain bill.

The Brown-Forman LazMall online store will also act as a resource of information, where the global team of ambassadors and specialists will continually share their expertise with consumers, from technical information, cocktail recipes to entertaining tips.The Exclusive Jack Daniel’s Tennessee Rye Whiskey

“Home consumption and online buying has increased in most markets. People are buying trusted brand names and off-trade and e-commerce remains competitive on price. I believe the consumption trends towards premiumisation in the spirits industry will continue as platforms like LazMall offer consumers increased education and confidence in the products purchased,” says Finbar Boyle, General Manager – Southeast Asia, Brown-Forman Worldwide.

“Brown-Forman has been making American whiskey for 150 years and it is exciting to see the interest grow across Southeast Asia,” Boyle adds.

You can find the online Brown-Forman LazMall store here.