Whiskey Behind The Wheel: Motorcycle From Jack Daniels and Indian sends mixed signals
Indian Motorcycles’ sixth annual collaboration with Jack Daniels on a motorcycle has arrived. This year’s bike, called Jack Daniel’s Limited Edition Indian Challenger Dark Horse, is based on Indian’s Challenger model and, as it does each year, pays tribute to a particular Jack Daniels whiskey. This time, the whiskey of choice is Jack’s Tennessee Rye whiskey.
The motorcycle comes with a suggested retail price of $36,999. It will be available exclusively tat Indian Motorcycle dealerships beginning Oct. 21 at 12 p.m. EST and deliveries will begin as soon as the end of October.
A Mixed Message
We’re not totally sure how to feel about this collaboration. On the one hand, there’s a reason it’s gone on six years: It makes sense to a certain degree. Jack Daniels and Indian definitely have aligning brands; Jack Daniels was founded in 1866, and Indian in 1901. These are two century-old companies whose brands are built on the old-school “American dream come true” platitude. On the other hand, it’s pretty odd seeing an alcohol brand partner so directly with a vehicle. Drinking and driving is a massive problem in the U.S., and a spirits brand allying with a motorcycle seller in any way other than with a specific intention to share an anti-drinking-and-driving message just seems bizarre.
Responsibility.org has partnered with several major spirits companies in a campaign to fight against underaged drinking and drinking while driving. Companies that have partnered with Responsibility.org include Diageo, Bacardi, Beam Suntory, Campari and Moët Hennessy. Oh, and also, Brown-Forman — which owns Jack Daniels.
Brown-Forman’s choice to join Responsibility.org’s campaign is a great one, but following that up by slapping the Jack Daniels logo on a motorcycle is… certainly a choice.
Here at Whiskey Raiders, we do more than write about current events in Whiskey. We are the only media property reviewing whiskeys and aggregating the scores and reviews of other significant voices in the whiskey world in one place. If you’re interested in getting a shot of whiskey in your morning email, sign up for our Daily Dram Gram!