My Jack Daniel’s Story
One of my first assignments was a food shoot at a bar in Mumbai and I still remember a Jack Daniel’s poster there with the tag line ‘Jack wasn’t a priest but he started a religion’, which is such a powerful message in less than 10 words. It’s amazing how I can still remember that statement even though at that time I was actually under the legal drinking age and never cared about drinking.
After nearly a decade, being well versed with the art of whiskey making, I appreciate that poster even more because I do understand how Jack made a whiskey that went on to be a cult product. Sticking to the roots, the traditions and never straying is much easier said than done while selling a product.
I stumbled upon a line from Jack, worthy of a poster, which will not only see me through the next 10 years but my lifetime
What I really love is that just a few weeks back, we collaborated with Jack Daniel’s to create a cocktail menu for an evening with startup founders and once again, I stumbled upon a line from Jack, worthy of a poster, which will not only see me through the next 10 years but my lifetime. The line reads, we’d rather ask for your patience than your forgiveness, which was in context for them to not taking any shortcuts to produce more whiskey during a time of more demand and less supply.
Photography started as a hobby for me in school and I started shooting professionally at the age of 19. Photography introduced me to wines & spirits, which became a serious passion that ended up with me starting Hipcask. Today in my current avatar as an entrepreneur, this line about asking for patience and not forgiveness is something truly inspiring and very relevant. If you look at it, Jack was a great entrepreneur and that makes me enjoy a dram of Jack Daniel’s even more.
Here’s to the next 150 years.
Aneesh is a co-founder of Hipcask and tweets at @aneeshb
Disclaimer: This is a sponsored article by Jack Daniel’s Tennessee Whiskey.
Jack Daniel’s promotes Responsible Drinking.
The title image is a property of Jack Daniel’s.