To celebrate the 150th anniversary of its Distillery, Jack Daniel’s is bringing a taste of its Lynchburg hometown to NYC’s Flatiron District.
In honor of the milestone this year, the brand is hosting a barrel hunt; unveiling special edition black labeled bottles of old No. 7; reconstructing the iconic home of Jack’s nephew, Lem Motlow (which has anchored the edge of the Jack Daniel Distillery property for more than 140 years); whispering about the launch of a new one-of-a-kind whiskey, and — for one week only (Sept 18–24) — popping-up a general store in NYC’s Flatiron.
Obviously this is no ordinary general store.
Visitors 21+ to the jack Daniel’s pop-up at 155 Fifth Avenue can queue up for a cut with Blind Barber at the Gentleman Jack Barber Shop, learn the art of the barrel from Kevin the Barrel Man, enjoy scrumptious Southern eats at Miss Mary Bobo’s, and even experience America’s oldest distillery through Virtual Reality, all while earning exclusive tickets to surprise nighttime events.