When strolling toward the Jack Daniel's Barrel House during this year's music festival season, guests will be overcome with the vibe of a traditional Tennessee whiskey joint. Perhaps guests may even conjure illusions of a miniature version of a vintage Lynchburg distillery. Walking through the doors of the Jack Daniels Barrel House won't change this perception either. Eyes will be immediately directed to the wall full of whiskey barrels intricately stacked upon each other. This is right before the accompanying bar comes into focus. All the clues point to a classic Tennessee barrel house. Perhaps even a replica of the oldest registered distillery in the United States, which is also coincidently located 70 miles south of Nashville, Tennessee.
As you may have guessed, this is all by design and very deliberate. The production design is so detailed in fact, that the barrels have apparently been imported all the way from the United States of America. However, festival revellers will soon find out that this illusion is in fact a clever disguise. The miniature replica of the famous Lynchburg distillery actually doubles as an intimate music venue with sensational energy, all courtesy of a stellar line-up of musicians and music artists.
Bloc Party's Kele on decks at the Jack Daniel's Barrel House
The Jack Daniel's Barrel House is one of the hottest music venues during this year's festival season, and is exclusive to Future Entertainment music festivals across Australia. These events have so far included Summadayze, Summafieldayze and of course the Future Music Festival. A premium selection of international artists from music festivals throughout Australia have been hand picked to play at the location. Each artist has a reputation for specialising in rocking out an intimate music venue setting.
This reputation is proving to be very popular with the music festival crowds. It is no surprise to see lines of people spiralling around various security check points waiting to get through its doors. This is especially evident during peak times as some of the best international headliners are about to go on stage. The line-up for the Barrel House at Future Music Festival 2013 in Sydney featured the likes of Kele, the leadsinger from Bloc Party spinning on decks, in addition UK rockers Rudimental and an extraordinary set from Australian music sensation Gypsy & the Cat. It has to be said that this is quite a sensational line-up for such a small music venue.
Kele from Bloc Party at Jack Daniel's Barrel House
Each of these artists also played on one of the main stages across Future Music Festival at some point during the day. It is unique see an artist play on multiple stages, several times during a music festival. It provides music lovers with multiple opportunities to see every act they want to see without missing out, which can often be the case when festivals construct their set times. Credit has to go to the Jack Daniel's Barrel House for providing this opportunity. However, the Barrel House can feel more like a jam session than an actual gig. The musicians are more jovial and the crowd is more animated. The venue gives the impression of a place that musicians visit following a gig, so they can jam for fun among peers and friends. It facilitates a sensational atmosphere that is unique to any music festival.
As you would expect, all the essential Jack Daniel's concoctions are on offer. Many of which are exclusive to the Jack Daniel's Barrel House. Of course there are the classics Jack Daniel's & Coke and Jack Daniel's & Dry, however the Barrel House has a few surprises that you may not expect on any other ordinary music festival bar menu. Some of the signature serves include the Tennessee Mule, a mixture of Jack Daniel's, ginger beer, bitters and fresh lemon juice, in addition to the Lynchburg Lemonade, a fruity fusion of Jack Daniel's, lemonade, orange syrup and fresh lemon juice. Favourites like Jack Daniel's Tennessee Honey & Dry and Tennessee Honey & Lemon Squash are also available. Expect to pay $12 each time you purchase a mixed beverage, which is unfortunately typical of beverage prices across Australia's condensed music festival market.
As a bonus the Jack Daniel's Barrel House attempts to provide an educational experience as well. Like the famous Tennessee distillery, the Barrel House has a section displaying the various stages of the whiskey distillation process. Guests have the opportunity to see what whiskey looks like after 7 days, 2 years, 3 years and 4 years prior to its distribution. There are even cross sections of barrels to indicate the various styles. Some of the barrels have even been burnt on the inside to have an influence on the whiskey's flavour. While it is a modest replication of what can be found at the original distillery, it is wonderful to see the attention to detail and as well as the accuracy and authenticity.
Display of the distillation process at the Jack Daniel's Barrel House
In summary, the Jack Daniel's Barrel House is a thoroughly enjoying experience. It is unlike any other music festival bar that you may have been to, and as a bonus it doubles as a stage for quality festival artists and musicians. The Barrel House is for all the lovers of great music, friendly ambience and of course fans of the great Tennessee whiskey Jack Daniel's. For those of you who don't fit into one of those categories, a visit will remain in the memory and leave you contemplating why more music festival venues are not more like the Jack Daniel's Barrel House.