In a video that has gone viral, a whisky fanatic trashes his collection and criticizes Jack Daniel’s for becoming far more “woke.”
After posting a video of himself torching a hilariously huge amount of stuff and whiskey to protest the brand’s support for the LGBTQ+ community, a New Jersey man’s complaint that Jack Daniel’s Tennessee Whisky had become too “woke” went viral.
Jack Daniel’s Fan Sets Whisky & Merchandise On Fire
Pauly Michaelis uploaded a video on Facebook in the wee hours of the morning of April 7 depicting the furious burn spree.
He said that Jack Daniel’s had always been his drink, for those who knew him well. The drink had been associated with cowboys, warriors, bikers, savage rock bands, and all-American badasses for over 150 years, since 1866.
“For those of you who know me well my drink has always been Jack Daniels. For over 150 years since 1866, this drink was always associated with cowboys, warriors, bikers, savage rock bands, and all-American badass people.”
He expressed his disdain with a middle finger emoji, saying that they went woke. He mentioned that Jasper Newton would be turning over in his grave and that they took a classic American tradition that represented masculinity and made it woke. He concluded by saying that he would never drink Jack Daniels again and used hashtags such as jack daniels whiskey, wokeness, bring masculinity back, and enough is enough.
“Jasper Newton is turning over in his grave. THEY took a classic tradition of Americana that was the total [definition] of masculinity and made it WOKE and for this I say FUCK YOU JD and all of your products. You will never have the honor of touching my lips ever again. #Jackdanielswhiskey #wokeness #bringmasculinityback #EnoughIsEnough.”
This guy is really mad at Jack Danials for going woke.
— D. Scott @eclipsethis2003 (@eclipsethis2003) April 8, 2023
In the accompanying video, he was shown wearing denim overalls while standing in the doorway of what appeared to be the back porch of a house. He said that he had been the biggest advocate and supporter of Jack Daniel’s for the last 40 years of his life or even longer.
“As you all know, I’m the biggest advocate and supporter of Jack Daniel’s. I have been for 40 years of my life, if not longer. Here’s the deal: You went woke. So, here’s what I got for you guys.”
He then proceeded to throw a Jack Daniel’s mirror into a large trash bin, followed by every Jack Daniel’s glass that he owned and a wooden sign that had been hanging in his bar. He repeatedly went back to the house, grabbing more items and pouring out his many whisky bottles onto a fire pit before throwing the empty bottles in the garbage.
He then added the two most expensive Jack Daniel’s bottles, which were $250 and $100 each, to the pit, set it on fire, and then tossed up both middle fingers to the camera.
“And the capper. Two of the world’s most expensive Jack Daniel’s. Two-hundred-fifty dollars a bottle, and $100 a bottle. Fuck your woke ass company.”
On Facebook, the video attracted over 300 comments and counting, the vast majority of which encouraged him to continue. This view did not get much support on Reddit, where thousands of users commented negatively against him.
The Criticism Of Jack Daniel’s
Recently, right-wingers have criticized Jack Daniel’s Tennessee Whisky over the brand’s Pride ad, which features Trinity the Tuck, Manila Luzon, and BeBe Zahara Benet, all of whom have previously competed on RuPaul’s Drag Race. In conjunction with this cooperation, the firm has developed a reality series that follows members of the LGBTQ+ community as they navigate the world of food and drink.
According to the organization’s website, “Jack Daniel’s Tennessee Fire is dedicated to supporting the LGBTQ community year-round through representation in media we produce, nurturing a diverse and inclusive business, and partnerships and donations to [Gay & Lesbian Alliance Against Defamation].”
With revelations about the enslaved Black man who helped invent the famed recipe but was largely erased from the brand’s founding tale, Jack Daniel’s has also come to terms with its racial heritage in recent years.
The newest controversy arises from Bud Light’s “365 days of Womanhood” campaign with a trans influencer, which was criticized by the so-called anti-“Woke” brigade, which includes rock artist Kid Rock.