Jack Daniel’s celebrates 150th anniversary

 By Stefanie Collins, editor b&c

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.

One such activation is a Global Barrel Scavenger Hunt from July 4 – September 2. For the hunt, 150 of Jack’s handcrafted barrels will be hidden around the world with local whiskey fans given the chance to find one of the 10 Jack Daniel’s barrels hidden across Australia. Each barrel will contain “money-can’t-buy-prizes” and select barrels will also include VIP tickets, travel and accommodation for the global celebration taking place in Lynchburg this October. Clues as to the whereabouts of the hidden barrels will be released on the Jack Daniel’s Facebook page.

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.  

From July, the brand will also be releasing commemorative 150th anniversary products including a Jack Daniel’s 150th 86 Proof 700ml limited edition bottle; Jack Daniel’s 1.75L commemorative 150th cradle; Jack Daniel’s Old No. 7 700ml packaging update; and an RTD packaging update for the Jack and Cola can, Jack and Cola 4-pack and the Jack and Cola 10-pack.

In an off-premise exclusive, customers will have the opportunity to win one of four Limited Edition Jack Daniel’s Indian Motorcycles valued at US$30,000.

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.