Often when a celebrity dies, no matter what kind of damage they may have done to themselves, the culture, or their families, their image suddenly gets cleaned and polished up quite nicely.
Whoever is controlling the after-death image of Frank Sinatra, though, appears to want to go in the other direction. The mystique of Sinatra – a lady-killing, cocktail-swilling, cocked-hat-wearing Vegas-owning charmer with a sweet singing voice – isn’t getting cleaned up at all. Instead, his famed tippling ways are being amplified by Jack Daniel’s, which is bottling the Ol' Blue Eyes magic with Sinatra Select whisky.
To support the launch, Jack Daniel’s parent Brown Forman is now opening “Sinatra Experience” installations in duty-free shops at airports across the globe that will allow travelers to take a sip of the limited-edition whisky, check out images of Sinatra in action, and listen to his tunes.
“Frank and Jack literally spent years flying around the globe together; wherever Frank went, Jack Daniel’s was by his side,” said Jim Perry, managing director of Brown-Forman travel retail, in apress release. “We feel that our airport installation will engage consumers in the story of the great friendship between Frank and Jack as well as educate them about the unique craftsmanship of this exclusive whiskey.”
The first installation is being unveiled in Las Vegas, where Sinatra spent a good deal of time and helped build up his bad-boy image.
A specially-designed one-litre bottle of Jack Daniel’s Sinatra Select, presented in a gift box complete with a commemorative book, will be available to buy in duty free stores. The edition will be available in select cities, including Tennessee, in Spring 2013. According to the release, "Sinatra Select is the first product from Jack Daniel’s to feature a high percentage of whiskey aged in special Sinatra barrels, which have grooves carved into the staves to expose the liquid to more wood. Whiskey from the Sinatra barrels is then blended with classic Old No. 7 Tennessee Whiskey and bottled at 45% abv."
Ol’ Blue Eyes surely isn’t rolling over in his grave on this use of his image. Instead, he’s likely lifting a glass.
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