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JACK DANIEL'S READY
FOR HUGE BIRTHDAY
BROWN-FORMAN IS PREPARING GLOBAL
CELEBRATIONS TO MARK 150 YEARS OF THE
JACK DANIEL'S DISTILLERY AND AUSTRALIA WILL
DEFINITELY NOT BE MISSING OUT ON THE FUN.
Daniel's brand and we very much look forward to celebrating with our
consumers and trade over the coming months."
The Australian celebrations will also see assistant master distiller
Chris Fletcher visiting the country in July for the very first time.
During his two-week stay he will be travelling the country
a number of progressive cocktail experiences and
ting masterclasses for whiskey fans. Those events are
o take place in July in Brisbane, Melbourne, Perth
ngs will really kick-off in Melbourne towards the
when a replica of one of Jack's own barrel houses
burg will pop-up on Melbourne's South Bank. The
l's Barrel House promises to be a "place of true
er" and will host a program of entertainment that will
lude live music and comedy plus a range of cocktail
asterclasses and much more.
The 150th celebrations cover a range of programs
or the off- and on-premise to mark the incredible
chievements and longevity of Jack Daniel's.
Mark McCallum, the president of Jack Daniel's
aid: "In a world where change is a constant, it is an
ncredible achievement to be making whiskey in the
ame way, in the same place, after 150 years. I believe
he endurance and success of Jack Daniel's is the
result of our ability to continue to operate according
o Jack's lifelong motto, 'Every day we make it,
we'll make it the best we can'. During this milestone
nniversary, we will celebrate our history, traditions
nd values by continuing to tell the unique and
owerful stories that make Jack Daniel's the unique
nd very special global brand that it is today. We are
oking forward to delighting our brand fans all over
the world in some very special ways to celebrate this
milestone for Jack Daniel's."
In late 19th Century Tennessee, Jasper Newton 'Jack' Daniels ran away
from home after his father was killed in the US Civil War. Not long
after that he was taken in by a lay preacher and moonshine distiller
named Dan Call. The pair soon founded a legally registered distilling
business and on the label of their brand it said 'Est. & Reg. in 1866'.
To this day the Jack Daniel's label still says 'Quality & Craftsmanship
The brand has come a long way since Jack had the foresight to place
his distillery at a source of limestone water, flowing from a cave spring
in Lynchburg, Tennessee. Jack Daniel's is a true global brand with over
11 million cases now being sold every year in more than 150 countries
around the world.
And as is fitting for such an iconic brand celebrating such a significant
birthday, the celebrations will be taking place all over the world and
Australia is definitely a focus for the brand.
As you would probably expect for such a milestone there will be some
special releases and celebratory packaging being released. The 150th
anniversary will be a feature on the standard Old No. 7 bottle neck wrap
and also on the five per cent ready-to-drink can.
There will be a special release 86 proof bottle for Australia
we will also be getting a limited edition cradle, which is
style of a barrel and contains a 1.75 litre bottle of Old N
special edition bottles and presentations have generally p
popular, with Australia's allocation of special bottles for
Sinatra century celebrations selling out in just three days
There is also an exciting competition, which will be o
purchase to win mechanic and will see Jack Daniel's co
have the opportunity to win a limited edition Indian M
bike. The Jack Daniel's Indian Springfield and Indian C
Vintage motorcycles have been designed by Klock Werk
Kustom Cycles and will offer classic styling, custom
detailing and premium features. No more than 150
models of each bike will be built and there will be
a limited number available to competition winners
"This is the first time in Jack Daniel's history we
have partnered with a vehicle manufacturer, and Indian
Motorcycle's heritage and authenticity aligns perfectly
with ours," said Dave Stang, director of events and
sponsorships for Jack Daniel's.
It is an exciting time for the brand and Brown-Forma
has worked at bringing a wide range of celebrations
Managing director of Brown-Forman Asia Pacific,
Michael McShane told National Liquor News: "There is
lots coming and I am really excited about it; 2016 marks
the Jack Daniel's 150th birthday celebrations and we
have a large number of activities planned throughout
the year. It is certainly an exciting time for our Jack
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