Woodford Reserve launched a sensory experience at John F. Kennedy International Airport to bring its products to traveling consumers. 

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

“This sensory lounge will be a spectacle of the senses that will 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. 

“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 Kennedy. “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.”

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

For more information, visit https://www.woodfordreserve.com/.