William Grant & Sons has debuted the first ever activation for Hudson Whiskey at JFK Terminal 4 with DFS.
The New York whiskey is being featured at the New York airport where it is highlighting its partnership as the “Official Bourbon of the (New York) Mets.”
Last August, Hudson whiskey announced it was teaming up with the New York Mets baseball team to release a limited edition bottle of Hudson’s award-winning Bright Lights, Big Bourbon which would become the official bourbon of the New York team.
Hudson Whiskey is produced and bottled in New York’s Hudson Valley, only an hour north of New York City, and now the “Official Bourbon of the Mets” is being activated at JFK Airport, just ten miles from where the New York Mets play at Citi Field.
Byron Rocha, William Grant & Sons Regional Manager North America, Latin America & Cruise tells TMI that New York’s JFK airport is the perfect place to launch this New York whiskey.
“We are launching the limited edition Hudson whiskey Bright Lights, Big Bourbon, which is the official bourbon of the Mets, this May. It will be available exclusively with DFS through June. This is the only activation we are doing in GTR and probably the only activation Hudson has ever had at this time in GTR at this level,” says Rocha.
“The stronghold for this brand is in the tri-state area of New York, New Jersey, and Connecticut. This is the perfect market. Every time a consumer flies through JFK they can take a piece of the city with them. What better souvenir is there that is also a piece of memorabilia that represents a team in the city?”
After the two month exclusivity with DFS ends, Rocha says the plan is to roll out the new product to International Shoppes and DFA at JFK.
“Part of this activation is to bring liquid to lips and recruit more consumers by having them try the new whiskey and our current whiskey. We are introducing Hudson Whiskey to the GTR consumers.”
Distilled from New York corn and barley and aged in new charred American oak barrels for a minimum of three years, Hudson Whiskey’s award-winning Bright Lights, Big Bourbon is a bold, grain-forward straight bourbon bottled at 92 proof (46% ABV). All Hudson Whiskey variants are 100% NY-made, sourcing all ingredients locally from family farmers in the Hudson Valley.
This expression has won several awards, including the Gold Award at the 2023 New York International Spirits Competition, the 2022 International Spirits Challenge, and the 2022 TAG Spirit Awards.
The exclusive release is part of a three-year partnership between William Grant & Sons and the New York Mets. Hudson’s portfolio of spirits are also available for purchase at Citi Field.
The three Hudson whiskey variants available at JFK Terminal 4 are Bright Lights, Big Bourbon, a 95% corn, 5% malted barley, New York straight bourbon; Back Room Deal, a 95% rye, 5% malted barley, New York straight rye finished in peated Scotch barrels; and Do The Rye Thing, 95% rye, 5% malted barley, New York straight rye.
