Promotion: J&B Rare Scotch Whisky relaunches with bartender-exclusive event

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Drinks: Drinks

Smooth, rich and always a classic: no, we’re not talking about Sinatra or any of his Rat Pack cohorts – we’re referring to the amber liquid that filled their tumblers night after night.

Since it was created by Justerini & Brooks in the 1930s, J&B Rare Scotch Whisky has been the spirited companion of the sweetest of crooners and the highest of rollers. It makes sense, then, that J&B Rare is celebrating its relaunch with a speakeasy-style event dubbed Rat Pack Redistilled, taking place at London bar Oriole on 18 February.

Set to coincide with J&B Rare’s new #RevelintheRare campaign, the event will delve into the world of scotch, cocktails and the smooth-talking, tux-wearing group that contributed to J&B’s rich history.

Damian Barr, writer, and Jason Scott, owner of the renowned Bramble Bar, will discuss the role that image plays in the world of cocktails today, with J&B Rare as a prime example of how style and history can shape a brand.

‘We are very excited about this event,’ commented Chadwick Delaney, managing director at Justerini & Brooks. ‘J&B Rare has such an incredible history. Enjoyed by maverick men and women, it was brought to fame by none other than the Hollywood Rat Pack. Imagery was enormously important to J&B’s formative years and this event looks back at the impact it had on the Rat Pack, and also how image will be important to the cocktails of the future.’

J&B Rare Scotch Whisky’s Rat Pack Redistilled

What? The bartender-exclusive relaunch of a beloved scotch brand
When? 18 February, 6-9pm
Where? Oriole, E Poultry Ave, London EC1A 9LH

The event is exclusive to bartenders, but it does not tread the long-worn path of seminars or demonstrations.

‘We wanted to move away from traditional bartender training and offer something educational and also immersive,’ said Scott. ‘This event will offer bartenders an insight into the Rat Pack era and how the maverick image can lend itself to today’s cocktail culture.’

Rat Pack Redistilled will also see the launch of J&B Rare’s #RevelintheRare social media campaign, allowing bartenders to show off their own sophisticated cocktails.

Don’t miss this evening of smooth storytelling and smoother whisky – it’s bound to be one for the ages. Please RSVP by emailing rsvp@steelyfox.com.

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