Gentleman Jack runs evenings for ‘City wolves’ with Novus Leisure

forge london

Bacardi Brown-Forman Brands has teamed up with bar operator Novus Leisure to promote its Gentleman Jack whiskey with events at its new venue, Forge.

Starting this month, the bar in the City of London is running Wolf of Wednesday nights every Wednesday until mid-September for, led by Cam Dawson, American whiskey brand ambassador for Jack Daniel’s.

Between 5pm and 9pm, consumers are treated to a host of activities and rewards from Gentleman Jack aimed at “City wolves”, including a tasting and master class and special offers on a bespoke Whiskey Sour made with Gentleman Jack.

Other highlights include a professional shoe shine or wet shave with purchases of Gentleman Jack and the chance to win a tailored suit from Savile Row so men can dress “like a Gentleman”.

Cam has also been working with Forge’s bar team to integrate the core Gentleman Jack serves into the venue’s drink offering. As well as the Gentleman’s Source, key serves include the Gentleman’s Brew – a refreshing cocktail made with ginger beer.

Forge was opened this summer by Novus Leisure in the former premises of its bar Abacus in Cornhill, aimed at people who “work hard, play hard” and “wish to succeed the madness of the office with a new breed of euphoria”.

Crispin Stephens, marketing manager at Jack Daniel’s, said: “We are thrilled to be partnering Forge London and their Wolf of Wednesday evenings. Cam has been working closely with the entire bar team at Forge and they are fully educated on our core serves and family of brands.

“Aimed at 26- to 34-year-old drinkers, Gentleman Jack is a super-premium yet accessible, distinctively smooth whiskey that offers transitional males a discerning alternative to Old No 7.

“We believe partnering with Forge is the perfect fit for us to reach our core target market. We are confident that our events within Wolf of Wednesday can deliver a unique cocktail experience.”
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