Jack Daniels is sponsoring this summer's BBQ and music festivals Grill Stock and is offering drinks including Lynchburg Lemonade with Jack Daniels Old No.7, triple sec, fresh lemon and lemonade and honey & homemade lemonade with Jack Daniel's Tennessee Honey to accompany food at the meat feast.
Nidal Ramini, head of advocacy at Jack Daniels supplier Brown-Forman UK , says: "We have seen meat and whiskey come from across the pond in venues such as Porky's, that are actively promoting their American whiskey selection as part of the offering. We recently held a "Man vs Ribs" event with the brand there and it was a huge success. Venues like Porky's know that by selling spirits as opposed to wine or beer, they are hugely increasing their GPs."
Whiskeys can also add a special touch to marinades and sauces for barbecue dishes which can be used on a variety of meats including pulled pork, BBQ ribs and chicken breasts. Naming the whiskey on the menu as an ingredient can help provide a selling point and add value to dishes.
And whiskey is not just for barbecue food. At The Ox in Bristol, part of the Hyde & Co Group, they have hosted Woodford Reserve menu evenings. The chef creates a menu using the whiskey, matching the food with different cocktails.
Ramini adds: "Scotch whisky have obviously been doing this for years, but it's much more formal, Tennessee and Bourbon can do grand of course, but they can do casual too and that is what makes it unique."