In the early 1900s, when Tennessee was a wet state, Jack Daniel was inspired by the bars he saw in Nashville – ranging from questionable joints to fine establishments – and, ever the entrepreneur, decided to open two saloons in his native Lynchburg – the White Rabbit and Red Dog. This year to celebrate London Cocktail Week’s 10th anniversary and to host the final of Jack Daniel’s Tennessee Calling IV cocktail competition, these two saloons will be resurrected for two nights only on Wednesday 9th and Thursday 10th October from 6pm to late. Situated opposite each other, clean graffiti will guide guests to experience both pop-up bars that will be taking over Stoke Newington’s Original Sin as Red Dog and one of the World’s 50 Best Bars Mint Gun Club as White Rabbit.

Proud to sit as comfortably in the best hotel bars as it does in rock ‘n’ roll dive bars, Jack Daniel’s is offering something for everyone this London Cocktail Week with its pop-up bars White Rabbit, which was once home to Tennessee’s finest cocktails  and most elegant and well-heeled clientele, and Red Dog – a Tennessee dive bar personified. Manned by two teams of six of the UK’s best bartenders, each bar will be offering a series of bespoke, crafted cocktails to reflect the original saloons.

Journey down to the basement of Original Sin’s Red Dog, kick the jukebox into action and pull up a stool at Jack Daniel’s quintessential honky-tonk dive bar. With its wooden bar and open brickwork adorned with vintage neon signs, US flags and scrap metal license plates, guests will be transported to the dusty roads of Nashville whilst they sip on their drink of choice in the most dubious of joints. For a more refined experience follow the sound of piano keys over the road to Mint Gun Club’s White Rabbit saloon. Enter through a hidden bookcase into a 1920s style bar where an old-style cinema projector will play out vintage footage, with fringed lampshades hanging elegantly over its impeccable bar serving exquisitely sophisticated cocktails.

THE WINNER TAKES ALL with each bar vying for the title, hop across the road and back again to decide which is your favourite bar as the two teams go head-to-head to be crowned the winner. Inspired by the mentorship of Jasper ‘Jack’ Daniel by Dan Call and Master Distiller Nearest Green, Tennessee Calling IV sees industry visionaries Tom Loosli of Original Sin and Rich Hunt of Mint Gun Club sharing their knowledge, expertise and secrets of the trade with their teams to create the winning saloon. tickets on sale from DrinkUp.london

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Jack Daniel’s Tennessee Honey, from Bacardi Brown-Forman Brands, is launching an off-trade engagement campaign in over 200 grocery, cash and carry and managed convenience stores across the UK, with the star prize of a once-in-a-lifetime trip to the Jack Daniel’s distillery in Tennessee to attend an intimate gig on the site.

The campaign aims to educate consumers on its core serve – Jack Daniel’s Tennessee Honey over ice – as well as the relaxing occasions in which it can be enjoyed for example at home with friends.

Jack Daniel’s Tennessee Honey will offer unique honeycomb ice-ball packs across all grocers until the end of September, which will include an ice ball mould and 70cl bottle to encourage consumers to enjoy Jack Honey chilled over ice, at home. The packs will be available at an RRP of £20 and will be given extra visibility with gondola ends in Morrisons and Tesco, along with hot spot activity in selected Asda stores.

Jack Daniel’s Tennessee Honey will also support trade days taking place at cash and carry stores until the end of October, with promoters setting up a Jack Daniel’s area at the depot, where they will offer customers deals on products, such as price marked packs in 70cl and 35cl format and other fractionals such as 20cl, 10cl and 5cl. To increase visibility further, the brand will also give out 300 Jack Daniel’s Tennessee Honey POS kits, which will include posters, shelf glorifier and fridge vinyls, for cash and carry stores to giveaway to shop owners.

In the convenience channel, where the brand is running the holiday prize promotion, 52,000 competition advertorial posters offering have been distributed across Nisa and SPAR stores, along with 360,000 Jack Daniel’s Tennessee Honey bottles with neck tags.

Crispin Stephens, Head of Commercial Planning and Activation for BBFB, commented: “We’re looking forward to engaging with key grocery and convenience partners as well as across the UK through our off -trade campaign. We hope to capture the attention of shoppers to encourage sales, whilst educating them on how best to enjoy Jack Daniel’s Tennessee Honey; chilled, over ice.”

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Sinatra Select and Jack Daniel’s Country Cocktails. Today, Jack Daniel’s is available in more than 160 countries around the world and is the most valuable spirits brand in the world, as recognized by brand valuation experts Interbrand.

Brown-Forman Corporation is a global spirits company which, in addition to Jack Daniel’s, owns  Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide.

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