Jack Daniel's road tour comes to SA

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The Jack Daniel Distillery reports in excess of 350 000 visitors every year. Fans and whiskey connoisseurs from all around the globe are intrigued to learn more about the brand's colourful history and what makes the revered amber liquid so special. Countless South Africans have made the trip and many have even opted to personally select and buy themselves an entire barrel of Jack Daniel's Single Barrel - a seemingly irresistible offer to avid JD collectors.

But since for many the trip is just too far, the idea to build a pantechnicon was born - one that provides a captivating experiential tour, not that dissimilar to the one people enjoy (on a much bigger scale) at the distillery.

The 22.5 metre, 11 ton truck boasts four zones, a tour guide and six plasma screens, all of which help re-create the actual experience. Visitors will learn about the seven master distillers who have overseen the brand since Mr Jack himself was alive. They will also learn about barrel-making, the unique whiskey-making process and will even get to differentiate between the different stages of whiskey production in the smelling zones.

That's not to say that all the action takes place only inside the truck! The exterior comes complete with a stage, bars and a shop selling limited edition Jack Daniel's merchandise not available anywhere else in SA.

The Mobile Experience will be travelling the country from October 2008 onwards, visiting a multitude of events including popular sporting activities, whiskey festivals and music concerts.