Whiskey on Wheels
SEED + JACK DANIEL'S CREATE UNIQUE EXPERIENCEs FOR ON TRADe BAR sTAFF...
Challenge + Idea
Bartenders are people, not just professions. We need to celebrate them through social positivity, community and colleague recognition.
We tapped into the cultural landscape of Jack Daniel’s - taking a lateral and entertainment focused approach to bar skills and personal growth.
Through Make It Count Drops, we provided bartenders with the inspiration and hands-on experiences that broaden their horizons. We developed new cultural skills through a series of intimate and exclusive cultural drops; unlocking access, knowledge and rewards for the country’s best bartenders.
Touring around the UK, each drop will help upskill our audience in the things they’re passionate about, from music & craft to food & drink. Kicking off in London, with Whiskey on Wheels, bartenders used deconstructed JD barrels and leant their hand to woodwork for the day to make their very own skateboard to display in their bars. Not only did they learn how to build their board, but they also walked away with a broader perspective on both upcycling and the breadth of talent and vocations that tie into the whiskey industry.
With skateboards complete & mounted in bars, our next MIC drops will be happening in Glasgow & Manchester in 2023 allowing more bartenders to develop new skills and become brand advocates in the North.