Jack Daniel’s is celebrating the 150th year of their distillery in Lynchberg, Tennessee and is holding a number of events globally including a master class and time travel tour in Sydney which I attended on Thursday 28 July 2016 at Harpoon Harry in Surry Hills.
For this special event, Assistant Master Distiller Chris Fletcher traveled to Australia for the first time to deliver a masterclass. After the masterclass (where six Jack Daniel’s whiskeys were tasted) invitees were taken on a time travel journey through 150 years of Jack Daniel’s history which included the 1920s Prohibition era, the 1940’s when Frank Sinatra was known for liking Jack Daniel’s, and the 1980s American punk period. Each period had its own cocktail: the old fashioned for the prohibition era; the way Sinatra preferred to drink Jack Daniel’s in the 1940s (which is two fingers of Jack Daniel’s, three or four ice cubes and a splash of water); and Jack and coke for the 1980’s period. Jack and coke is the most common mixed drink in the world. At the end of the time travel tour, guests got to relax in the bar with Jack Daniel’s and berry cocktails and canapes.
Jack Daniel’s Tennessee whiskey is the highest selling American Whiskey in the world. It is made at the same place and in the same way as it was made 150 years ago. It is different to other whiskeys. The mash is made from corn, rye and malted barley and is distilled in copper stills. It is then filtered through three metres of sugar maple charcoal. Jack Daniel’s is the only distillery that makes its own barrels. The barrel accounts for 100 percent of the whiskey’s colour and 70 to 80 percent of the whiskey’s flavour, They produce 2000 barrels a day and only use new barrels.
To celebrate their 150 anniversary, Jack Daniel’s is also hiding 150 handcrafted barrels around the world filled with prizes. Fans have from 4 July 2016 to 2 September 2016 to find these barrels. Australian Jack Daniel’s fans are given the chance to find one of 10 barrels hidden across Australia. Each barrel will contain “money-can’t-buy-prizes” and selected barrels will also include VIP tickets, and travel and accommodation for the global celebrations taking place in Lynchburg this October. Follow their Facebook page for clues and updates.
From July, the brand will also release commemorative 150th anniversary products including a Jack Daniel’s 150th 86 Proof 700ml limited edition bottle; Jack Daniel’s 1.75L commemorative 150th cradle; updated Jack Daniel’s Old No. 7 700ml packaging; and updated Jack and Cola can, Jack and Cola 4-pack and the Jack and Cola 10-pack packaging.
For more information about Jack Daniel’s, go to: http://www.jackdaniels.com/verify-age?url=au