New Delhi, July 23
Dispelling the notion that
whiskey doesn't mix well, Jack Daniel's "Whiskey Cocktails - Made with
Jack" festival is aiming to bring out savoury cocktails prepared with
the good ol' Jack to bewitch liquor aficionados in India.
The
festival, which began on July 1 and will continue till July 31, aims to
spread awareness of the growing trend of whiskey cocktails among alcohol
lovers in India with four dedicated recipes, which are prepared in at
least 110 outlets across India during this month.
Whether it is
iconic musicians like Lemmy Kilmister of British metal legends Motörhead
- who claimed to drink one bottle of Jack Daniel's every day - or other
devout alcohol patrons, the iconic Tennessee whiskey has developed a
cult status over the years.
"Jack Daniel's is known and loved the
world over for its smooth and mellow flavors, and its unique taste
profile makes it a perfect fit for cocktails. Whiskey-based cocktails
are witnessing a growing demand among consumers across urban India,"
said Vineet Agrawal, brand manager, India, Brown-Forman Worldwide that
manufactures Jack Daniel's.
"Through this festival we want to
showcase the versatility and mixability of Jack Daniel's and give
consumers an opportunity to savor refreshing whiskey cocktails, made
with Jack."
Reiterating Agrawal's thoughts, Mohit Walia, bar in
charge at the Vault Café - one of the 110 locations where the festival
is currently on - said the cocktails have received a great response from
guests thus far.
"Initially, the Jack & Cola cocktail was
our main hit, but now the Jack & Ginger is also catching up with our
guests," Walia told IANS.
With fervent passion and deft
intricacy, Walia prepared the four ingenious cocktails with Jack
Daniel's Old No.7 - Jack & Cola, Jack & Ginger, Lynchburg
Lemonade and Jack's Old Fashioned No.7.
The tasting session began
with a glass of Jack's Old Fashioned 7. Containing 60 ml Jack Daniel's
Old No.7, one sugar cube muddled with one-teaspoon of water, one dash of
cocktail bitters and garnished with an orange peel, the cocktail had a
citrus-oriented, bittersweet taste that made it stand out.
The
next drink, Lynchburg Lemonade, which owes its name to Lynchburg,
Tennessee, home of Jack Daniel's distillery, was even more gratifying.
Containing one part Jack Daniel's Old No.7, one part triple sec, one
part sour mix, four parts lemon-lime soda and garnished with lemon slice
and cherry, the cocktail did justice to its lemonade tag.
The
presence of Jack Daniel's wasn't even discernible with the first few
sips, and all one could taste was lemon. However, as surprises are often
preserved for later, the whiskey's trademark taste kicked in during the
fag end of the drink.
The other two cocktails - Jack &
Ginger and Jack & Cola - were fulfilling with a rich taste, but it
was the first two which made the most indelible impression.
Given
the propensity of the citrus and lemon content in the first two drinks,
Walia said they are also getting popular with women who may not prefer
very alcoholic cocktails.
As alcohol lovers in India are slowly
but gradually trying to experiment and expand their palate for spirits,
festivals like this could become instrumental in bringing worldwide
liquor trends to India.
Even as Jack Daniel's continues to woo
liquor connoisseurs worldwide, its fan base in India can get an
opportunity to savour its favourite drink in different avatars. And for
those who, for some unfortunate reason, haven't yet chanced to relish
the drink, the festival may just provide a great opportunity to get
acquainted with the brand.
(Ankit Sinha can be contacted at [email protected])
