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Jack Daniel’s unveils branded motorbike

Brown-Forman-owned Jack Daniel’s has partnered with the US’s first motorcycle company Indian Motorcycle to produce 177 limited edition bikes.

Jack Daniel's
The motorbike is limited edition, and features the brand’s signature on the exhaust

The 2023 Jack Daniel’s Limited Edition Indian Chief Bobber Dark Horse motorcycle has been created to celebrate American craftsmanship, and draws inspiration from Jack Daniel’s Old No. 7 Tennessee Whiskey.

“The Jack Daniel’s Limited Edition Indian Chief Bobber Dark Horse is yet another powerful and dynamic representation of the quality, craftsmanship and attention to detail that is core to both of our brands,” said Aaron Jax, vice-president for Indian Motorcycle.

“This time, we decided to pay homage to Jack Daniel’s iconic Old No. 7 – the most iconic of the whiskeys – pairing it with the Chief Bobber Dark Horse. Both products are timeless American originals that share a combination of no-nonsense simplicity and premium quality.”

The motorbike was also developed in partnership with Klock Werks Kustom Cycles. It is hand-painted with a mix of real No. 7 whiskey blended with the bike’s ‘super graphite metallic’ paint.

“At Jack Daniel’s we live by the motto, ‘Every day we make it, we’ll make it the best we can’. Indian Motorcycle shares that philosophy, which is why this partnership has been such a success,” said Greg Luehrs, director of sponsorships and partnerships for the whiskey brand.

“To think that a handshake agreement has given way to seven years of incredible limited edition motorcycles is truly amazing, and it’s only appropriate to honour Jack’s tried and true Old No. 7 with this seventh collaborative offering.”

Featuring the whiskey brand’s signature on the exhaust and a Thunderstroke 116 motor, the bike will retail for RRP US$24,499 through Indian Motorcycle dealerships.

The order window opens on 14 March.

A barrel warehouse project at Jack Daniel’s Distillery in Tennessee, US, recently had to be halted due to a local resident claiming the ethanol emissions had damaged her property.

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