Jack Daniel’s is planning a series of events across Australia as part of the global celebrations for the 150th anniversary of the Jack Daniel’s Distillery in Lynchburg, Tennessee.

The milestone will be marked by a series of special events, on- and off-premise promotions and commemorative products, supported by extensive above the line marketing, including out-of-home, radio and digital media.

Natalie Accari, Jack Daniel’s Marketing Manager says that for the brand it is an incredible achievement to be making whiskey in the same way, in the same place, after 150 years, adding that the brand wants to bring that history to life.

“Australia is one of the largest markets for Jack Daniel’s globally, so we are pulling out all the stops for this milestone anniversary, as we bring to life the history, traditions and stories that make Jack Daniel’s the world’s best-loved whiskey,” Accari said.

The celebration also includes the building of a replica of one of Jack’s barrel houses on Melbourne’s Southbank in collaboration with Crown Melbourne. Open from June 23 – July 4, it will include real barrels imported from Lynchburg, a bar, stage, dance floor and mezzanine viewing level.

Jack Daniel’s Assistant Master Distiller, Chris Fletcher, will also visit Australia for the first time from July 27 – August 5, hosting whiskey tasting masterclasses and progressive cocktail experiences in cities across the country.

Exclusive on-premise promotions include the D150 Master Tasters Program where 12 venues from across the country will participate in a virtual barrel selection with Chris Fletcher. The venues will also participate in a 12-week incentive program that will see them visit Kentucky and Tennessee in October.


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