“Because no-one is sure of his exact date of birth, Jack's birthday is celebrated for the whole month of September, with events getting bigger and bigger every year”, explains the brand.
“In 2014, Jack Daniel's created the world's first crowd-sourced bar in Sydney to celebrate Jack's birthday and honour his craftsmanship, style and uniqueness. This year, it's being taken to a whole new level with the creation of the world's first bar built on tour, completely crowd-sourced by fans.“
Supported by Mack Trucks Australia, the Jack Daniel's bar-in-progress will hit the road this Spring with a regional tour of six regional cities and towns across New South Wales and Victoria.
At each stop, fans will be given the opportunity to join dedicated workshops and build props and furniture for the bar or donate materials.
In exchange for each contribution of time or effort fans will receive equivalent bottles and Jack Daniel’s and an invitation to the exclusive celebration in the very bar they helped to build – quite literally “working for whiskey”.
"Jack's Bar" will be open to the public with celebrations to take place in Federation Square, Melbourne from 18-20 September, and Parramatta Park, Sydney from 25-27 September.
Marisa Murray, Senior Brand Manager, Jack Daniel’s added, “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!
“We're calling on whiskey fans, tradies and all-round legends to help us put together "The Bar That Jack Built", and then celebrate by raising a Jack to Jack this September, making this his biggest and best birthday!”
In addition to those who can help build the bar itself, Jack Daniel's is also calling out to bands, singers and entertainers who would be open to performing at Jack’s bar in Melbourne and Sydney.
Curious and crafty fans are urged to get involved in any of the touring workshop locations, with registration online through https://www.facebook.com/JackDanielsAustralia.
Locations are to include:
- Thursday 10th Sep: Towradgi Beach Hotel, Wollongong
- Friday 11th Sep: Walsh's Hotel, Queanbeyan
- Saturday 12th Sep: Kooringal Hotel, Wagga Wagga
- Sunday 13th Sep: Birallee Tavern, Wodonga
- Monday 14th Sep: The Overland Hotel, Shepparton
- Tuesday 15th Sep: Grovedale Hotel, Geelong
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