One of the world’s most renowned producers of whiskey has joined forces with an apiary to ensure the existence of bees in Austria.
The Austrian branch of legendary American company Jack Daniel’s has partnered up with an organic beekeeping business in Styria to provide bartenders across the country with the pesticide-free product.
The participating pubs are provided with honey produced at Bio Imkerei Gruber, a tradition-rich organic honey farm in Gratwein near Graz.
The bartenders are using the product to create cocktails such as Honey Bee with Jack Daniel’s Tennessee Honey, a honey liqueur.
Ten bars have already joined the ‘Jack’s Bees’ initiative, according to Jack Daniel’s Austria brand manager Viktoria-Romana Kulmer.
Kulmer said: “Jack Daniel’s has always focused on taking sustainable action. We want to do our bit in protecting the environment in Austria. This is essential to us.”
With four bars among the first 10 ‘Jack’s Bees’ partners, the gastronomy sector of Graz is taking a spearheading role. Kulmer called on businesses across Austria to apply to join the initiative.
Jack Daniel’s was established in Lynchburg, Tennessee, in 1875. Its flagship product, the Black Label Tennessee Whiskey, is the best-selling whiskey in the world.
Around 4,100 tonnes of honey were produced in Austria in the 2020/2021 business year, according to the Federal Ministry for Agriculture.