By Suzan Ryan, editor bars&clubs
This month marks the 164th birthday of distiller Jack Daniel and to celebrate the occasion, the brand Jack Daniel’s will open what it claims is the world’s first crowd-sourced bar in New South Wales.
To build the bar, the company has called on fans to donate materials, time, expertise and ideas and be rewarded with Jack Daniel’s product and merchandise. The more fans give, the more they get in return, with the biggest contributors receiving tickets to the official birthday bash to be held at a secret location on September 27.
The crowd-funded campaign is being run through social media and launched with a recruitment shout-out to Jack Daniel's Facebook friends via ‘The Bar That Jack Built’ video in NSW.
“We are asking friends of Jack to participate in the creation of a very special moment in Jack Daniel’s illustrious history,” says Nora-Kate O’Connell, brand manager, Jack Daniel’s.
“We are looking for people who can help us bring the bar to life and celebrate the inspiration that Jack has given people across Australia over the years. Here’s to raising a Jack to Jack this September.”
Because his exact date of birth is not known, Jasper (Jack) Daniel’s birthday is celebrated for the month of September. Brown-Forman purchased the Jack Daniel’s distillery in 1956.