A video posted by a New Jersey man, Pauly Michaelis, has gone viral as he takes a stand against Jack Daniel’s Tennessee Whiskey for what he perceives as the brand becoming too “woke” and supportive of the LGBTQ+ community.
In the video shared on Facebook, Michaelis passionately expresses his disappointment with the brand’s shift in values and proceeds to burn a large collection of merchandise and booze associated with Jack Daniel’s.
He Was a Loyal Customer Until Now
Claiming that Jack Daniel’s has deviated from its long-standing association with cowboys, warriors, bikers, and rock bands that embody traditional masculinity, Michaelis accuses the brand of betraying the essence of Americana.
Declaring His Refusal
He denounces the company’s support for the LGBTQ+ community, declaring his refusal to consume their products ever again.
He Systematically Discards His Items
The video captures Michaelis in denim overalls, standing on the back porch of a house, where he systematically discards various Jack Daniel’s items.
Throwing Everything in the Trash
He throws a Jack Daniel’s mirror, all of his Jack Daniel’s glasses, and a wooden sign from his bar into a trash bin.
Setting Them on Fire
Returning repeatedly to the house, he pours out numerous bottles of whiskey onto a fire pit before discarding the empty bottles.
His Most Expensive Bottles, Gone!
As a grand finale, Michaelis adds two of the brand’s most expensive bottles to the pit, sets them on fire, and defiantly gestures both middle fingers to the camera.
Mixed Reviews From Viewers
The video garnered significant attention on Facebook, with over 200 comments mostly applauding his protest.
He Faced Some Criticism
However, the sentiment was different on Reddit, where Michaelis faced criticism from numerous commenters.
They Expressed Their Disapproval
While the LGBTQ+ community has been supportive of Jack Daniel’s recent Pride campaign, which features former contestants from RuPaul’s Drag Race and highlights diversity in the food and drink industry, right-wing individuals have expressed their disapproval.
The Company’s Efforts to Be Inclusive
Jack Daniel’s has made efforts to be more inclusive, with ongoing support for the LGBTQ+ community, as stated on their website, along with addressing the racial history associated with the brand.
A Trend of Anti-woke
This incident follows a trend of anti-“woke” sentiments, with figures like Kid Rock criticizing brands like Bud Light for their campaigns involving trans influencers.
The Lingering Question
Despite Michaelis’ bold actions to rid himself of all Jack Daniel’s products, critics on Reddit have questioned the effectiveness of his protest, suggesting that he wasted his own money and trivialized the issue.
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