To create a unique bar for Jack Daniels, to further promote the brand and facilitate efficient sales opportunities at multiple events as part of Brown Forman’s nationwide events program. For this particular project it was imperative to capture the historical uniqueness of Jack Daniels, and thereby generate positive consumer interactions.
A versatile 20-foot container bar was built, capturing the true essence of Jack Daniels through several custom-built features. Including a one-of-a-kind lit up clear perspex bar top holding hand-picked charcoal pieces, to showcase the charcoal mellowing process that gives Jack Daniels No. 7 its unique flavour and texture. To enable staff efficiency, we also fabricated industrial shelving, branded double door fridges, dual sinks, stainless steel bench tops and a durable tap solution.
The Jack Daniels bar made its debut at Moonee Valley Racecourse and will be shipped across Australia and activated at multiple events throughout the 2018/19 season. Where it will continue to strengthen Jack Daniels presence and reputation across Australia, serving customers and enabling positive brand interactions.