By Stefanie Collins, editor bars&clubs
Celebrating its founders' birthday for the entirety of September each year, Jack Daniel's created the world's first crowd-sourced bar in Sydney in 2014. This year, the brand is taking the concept on the road, building a bar on tour and completely crowd-sourced by fans.
Supported by Mack Trucks Australia, Jack Daniel's will take the concept on the road through six regional cities and towns across New South Wales and Victoria.
Consumers are being given the opportunity to join dedicated workshops in each town, build props and furniture for the bar or to donate materials. In return they will be paid in Jack Daniel’s.
The 2014 effort saw electricians, carpenters, joiners, technicians, finishers, artists, designers and regular folk all chipping in time and materials. As with last year, those who donate their time will be invited to celebrate Jack's birthday in the very bar they have helped to build.
Marisa Murray, senior brand manager for Jack Daniel’s, says that the brand is looking for whiskey fans, tradies and “all-round legends” to help put the bar together.
“To celebrate the love that Australians have for Jack and the Jack Daniel's brand, stemming from the authenticity established by the man himself, we want to give as many fans as possible the chance to make his birthday an unforgettable occasion – that's why we're hitting the road,” she says.
In addition to those who can help build the bar itself, Jack Daniel's is also looking for new bands, singers and entertainers to perform at Jack’s bar in Melbourne and Sydney – in return for bottles of Jack Daniel’s of course.
The 2015 workshops will be held on:
Thursday 10th Sep: Towradgi Beach Hotel, Wollongong
Friday 11 Sep: Walsh's Hotel, Queanbeyan
Saturday 12 Sep: Kooringal Hotel, Wagga Wagga
Sunday 13 Sep: Birallee Tavern, Wodonga
Monday 14 Sep: The Overland Hotel, Shepparton
Tuesday 15 Sep: Grovedale Hotel, Geelong
The Bar That Jack Built will then be open to the public in Sydney and Melbourne for two, three-day Jack Daniel's birthday parties at the end of September – in Federation Square, Melbourne from 18-20 September, and Parramatta Park, Sydney from 25-27 September.
To find out more about the campaign head to https://www.facebook.com/JackDanielsAustralia.