Pub backbar staple Jack Daniel’s is celebrating ‘the man’s’ birthday with a crafty promotion to have patrons build brand engagement – and a “Bar that Jack Built”.

Man in snow with JD truckThe world-first totally crowd-sourced bar, built on-tour throughout the promotion, is the 2015 instalment of traditional birthday party “in honour of the legendary craftsman”, whose unrecorded birthday is customarily celebrated in September.

The roadshow sees six all-in events across New South Wales, ACT and Victoria that will produce The Bar – set to be unveiled in Parramatta 25 September.

“We’re hoping for a bit of a turnout,” says Barney Galbraith, manager of the Oscars Hotels’ Towradgi Beach Hotel, which is hosting the first event, taking place tomorrow.

“There’s been a lot of interest through Jack Daniel’s’ Facebook page. A lot of local residents and regulars will be bringing whatever they have to add.”

Galbraith says the brand resonates strongly with their patron base, and the hotel is capitalising on the momentum by hosting a car show this Sunday – also sponsored by Jack Daniels.

Friday’s instalment will take place at Walsh’s Hotel, in the heart of Queanbeyan, outside of Canberra.

“Michael, our local rep, approached us,” said licensee, Trent Miller.

“He says we’re the highest volume venue in the area, and we’d make a good location for the event.

“The local paper ran a story last Friday, and since customers have heard they get a chance to get their hands dirty, and maybe win an invitation to the opening, a lot have been asking about it.”

Kicking off at midday, Miller expects an influx of tradies throughout the afternoon wanting to toast and swing a hammer for Jack.

After a Saturday edition in Wagga Wagga’s Kooringal Hotel, the show heads south of the border into Wodonga for a Sunday shift.

“We’re rapt to be involved in such a big occasion,” said Birallee Tavern’s Glen Smutts. “A lot of our patrons drink JD, and there’s been a lot of interest in being part of it.”

The travelling bar-in-progress will stop at Shepparton’s Overland Hotel on the Monday (14 September) before the final session at Geelong’s Grovedale Hotel on Tuesday (15 September).

The finished product will be open to the public in Sydney, in Parramatta Park, from 25 to 27 September.

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