Gentleman Jack has launched Gentleman Sour Month, a nationwide campaign inviting bartenders across India to give the classic Whiskey Sour a regional makeover.
Running across 30+ premium bars in Gurgaon, Mumbai, Goa, Bengaluru, Hyderabad and Kolkata, the campaign pairs the classic Gentleman Sour with an original regional expression created exclusively by each participating venue.
The initiative culminated on World Whiskey Sour Day on 25 August, with bartenders drawing on local ingredients, flavour combinations and culinary influences to create distinct interpretations of the cocktail.
The campaign takes the form of a City vs. City Whiskey Sour Battle, with entries judged on recipe, presentation and the number of serves ordered during the campaign. The winning bartender will receive a visit to the Jack Daniel Distillery in Lynchburg, Tennessee, while the top 12 finalists will receive a Jack Daniel’s selection set.
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, before and after maturation, and is characterised by oak, caramel and vanilla notes, which form the base for the campaign’s classic and regional serves.
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