New Delhi : Gentleman Jack, the double-mellowed Tennessee whiskey from the Jack Daniel Distillery, has announced the launch of Gentleman Sour Month, a nationwide campaign that brings together 30+ premium bars across Gurgaon, Mumbai, Goa, Bengaluru, Hyderabad and Kolkata to put their own city’s stamp on the classic. Through August, bartenders across the country will reinterpret the Whiskey Sour with Gentleman Jack through the ingredients, flavours and culture that define their cities.
Culminating on World Whiskey Sour Day on 25 August, Gentleman Sour Month will see each participating venue feature two cocktails on its menu: the Classic Gentleman Sour and an original regional expression created exclusively for the campaign. From local produce and familiar flavour pairings to unexpected nods to each city’s culinary character, the signature serves will bring together 30+ distinct interpretations of one of the world’s most enduring whiskey cocktails.
The campaign will take the form of a City vs. City Whiskey Sour Battle, with bartenders representing their cities through recipes that balance local character with the essential structure of the classic serve. A mystery jury will evaluate the entries on the strength of the recipe, cocktail presentation and the number of serves ordered during the campaign. The winning bartender will receive the opportunity to visit the Jack Daniel Distillery in Lynchburg, Tennessee, while the Top 12 shortlisted bartenders will receive an exclusive Jack Daniel’s selection set.
Commenting on the launch, Vinay Joshi, Director – Marketing, Indian Sub-Continent & Maldives, Brown-Forman, said, “The Whiskey Sour has remained relevant across generations because there is a discipline to its simplicity, but also considerable room for imagination. With Gentleman Sour Month, we wanted to put that possibility in the hands of bartenders across India and see how one classic serve changes as it moves from one city to another. Each interpretation draws from a different culinary vocabulary, but Gentleman Jack remains the constant – its smoothness and versatility give bartenders the freedom to experiment without losing the balance of the original. It is as much a celebration of the people behind the bar as it is of the cocktail itself .”
Gentleman Jack is charcoal mellowed twice: once before maturation and once again afterwards. Introduced by the Jack Daniel Distillery, this Tennessee whiskey is distinguished by a balanced oak flavor with notes of caramel and vanilla. These qualities provide the foundation for the Classic Gentleman Sour while allowing the ingredients in each regional creation to remain articulate and distinctive.
Consumers will be able to order both Gentleman Sour serves at participating venues throughout the campaign and contribute to the City vs. City challenge through their orders. The winning bartender and cocktail will be announced via social media post the campaign comes to an end.
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