In celebration of Ol’ Blue Eyes’ 100th birthday this December, Jack Daniel’s launched its luxury Sinatra Century expression. Frank Sinatra was never without a glass of Jack on stage, and the new expression honours his love for the Tennessee whiskey and makes for the ultimate collector’s item for both Jack and Frank fans.
To help celebrate the launch, Stir hosted a consumer show at The London EDITION Hotel – The Sinatra Century Picture House. We transformed the basement into an immersive New York style experience, complete with a live running blackjack table, the New York skyline and a jazz band singing Frank’s most loved tunes.
On entry, guests were greeted with poker chips that bought them classic whiskey sour cocktails. Our Jack Daniel’s Brand Ambassador (Cam Dawson) provided engaging whiskey tastings, where guests had the opportunity to sample the new Century and compare it to the classic Old No.7. Whiskey lovers were in their element. We had some of the biggest Jack Daniel’s fans from across the country in the audience; one man covered in Jack tattoos had travelled all the way from Birmingham for the night!
We also ran a competition to encourage guests to dress in true “Sinatra Style”. The winner, a Sinatra enthusiast, won a bottle of Sinatra Select – the first released expression created in memory of the man himself . The gentleman was over the moon with happiness!
Following live renditions of Sinatra’s classic tunes, lots of whiskey and Sinatra inspired canapés, guests were ushered to their seats with bags of popcorn for a screening of the original Ocean’s 11.
The night truly transported people back to Frank’s hey-day and was an honourable toast to a century of Sinatra!