Pernod Ricard launches Rabbit Hole Kentucky Whiskey at JFK with DFS

Pernod Ricard Global Travel Retail (PRGTR) has unveiled a collaboration with DFS at JFK International Airport Terminal 4 to launch Rabbit Hole’s Kentucky Straight Bourbon Whiskey range for traveling shoppers in Global Travel Retail (GTR) for the first time.

The GTR launch comprises four Rabbit Hole’s bottlings, each of which is crafted with unique, malted grains and aged in toasted and charred barrels prepared over natural wood fires.

The American Whiskeys in the Rabbit Hole range include Boxergrail (Sour Mash Rye), Cavehill (Four Grain Triple Malt), Heigold (High Rye Double Malt) and Dareringer (Finished in Pedro Ximinez Sherry Casks).

To highlight the GTR launch PRGTR and Rabbit Hole opened a specially designed activation space in Terminal 4 at JFK in May to offer travelers the opportunity to sample the one-of-a-kind bourbons at a tasting bar.

Greg Ford, General Manager of the Americas at Pernod Ricard Global Travel Retail said:

“We’re thrilled to have partnered with DFS and JFK International Airport to launch Rabbit Hole Whiskey in Global Travel Retail for the first time. The launch and consumer activation at JFK enable us to continue to fuel the demand from consumers for North American Whiskeys and is just the beginning of our exciting plans for Rabbit Hole globally.”

Christophe Marque, DFS Group President Merchandising:

“We are immensely honored and proud to be the first travel retailer in the world to launch Rabbit Hole in collaboration with Pernod Ricard. This milestone signifies our collective commitment to providing exclusive experiences for our discerning customers as we embark on an exciting journey to introduce them to the exceptional world of Rabbit Hole’s impressive range of American Whiskey starting at the John F. Kennedy International Airport Terminal 4. Cheers to a successful partnership and looking forward to showcasing Rabbit Hole in more DFS locations around the world.”

The Rabbit Hole pop-up will be up at JFK T4 until July 12, 2023.