On Wednesday 2 October, industry professionals were invited to an intimate launch event at Dean and Nancy’s in Sydney for the latest release in Jack Daniel’s Bonded Series, Triple Mash, bringing together the worlds of whiskey and country music.
The unique drinking experience involved listening to the Triple Mash Medley, a sonically seasoned country track meticulously crafted by Professor Charles Spence, the University of Oxford’s leading sensory academic, in collaboration with String Musicians Australia, while drinking the new whiskey.
Drawing on decades of sensory research, the medley was composed with Jack Daniel’s Triple Mash Bottled in Bond in mind, designed to highlight the unique whiskey blend through a process known as sonic seasoning.
Spence explains: “Sonic seasoning is the process by which sound and music is deliberately paired with taste and flavour to enhance the experience. In fact, studies show that musical accompaniments can enhance different food and drink flavour notes by over 10 per cent.
“By applying this knowledge to the world of country music, we’ve been able to create something incredibly different; a composition that is scientifically proven to complement your whiskey-drinking experience, while remaining quintessentially country.”
The evening brought together country instrumentation of acoustic guitar, fiddle and double bass thoughtfully composed to complement the whiskey’s flavours of grassy herbs and peppery spice, rich toasted oak and deep caramel, and honeyed, toasted granola.
Triple Mash, bottled-in-bond at 100 proof (50 per cent ABV), is made up of 60 per cent Jack Daniel’s Bonded Rye Whiskey, 20 per cent Jack Daniel’s Bonded Tennessee Whiskey, and 20 per cent Jack Daniel’s Bonded American Malt Whiskey, resulting in a well-rounded whiskey.
Through October and November, Jack Daniel’s will celebrate the launch with a series of free sonically-seasoned tastings presenting a trio of instrumental compositions, cocktails and canapés.
By registering their interest online, guests will have the opportunity to explore the relationship between sound and taste at one of three venues in Australia:
- Blue Diamond, Melbourne: 7 October
- Boom Boom Room, Brisbane: 9 October
- Dean and Nancy’s, Sydney: 13 November
Jack Daniel’s Brand Ambassador Andy Tsai added: “We know the whiskey-tasting experience is almost as important as the whiskey itself. With Triple Mash Medley, we’re offering something brand new – a novel way to enjoy whiskey built on Australia’s love of country music, while combining it with our roots stretching back to the birthplace of country music in Tennessee.
“We can’t wait to hear what our fans think about Triple Mash Medley and to see what we have in store for the next release in the Bonded Series.”
Limited spaces are available at each event, and guests are required to register their interest here to secure a spot.