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Jack Daniel’s celebrates 150 years with pop-up ‘general stores’ in three cities

By Haley Velasco
Source: The Drum

Lynchburg’s whiskey is making its week-long home in the Windy City as Jack Daniel’s decks out a Lynchburg General Store in honor of the brand’s 150 years.

For this week from Oct. 16-22 the store will be in Chicago, after it made a stop in New York City and finally heading to Miami in November.

“It is very important for Jack Daniel's to create amazing experiences for our friends. As we celebrate the 150th Anniversary of the Jack Daniel Distillery in Lynchburg, TN, we wanted to share a piece of our hometown by replicating the Lynchburg Hardware & General Store in three cities,” said Chuy Ostos, Jack Daniel's senior brand manager.

The installation is not your average general store but will bring everything from local barbers, to a virtual reality tour of the distillery in Lynchburg, TN, to daytime concerts, to Southern cooking and so much more.

“Jack Daniel's is a brand that has always have been culturally relevant, as well as a brand that has an authentic and real story. In the general store, we want consumers to experience the many elements of Jack Daniel's that together can give the full story about the brand,” Ostos said. “My favorite element would be the Lynchburg Travel Agency where with Virtual Reality technology you can explore a 360 degree three-minute film of the Jack Daniel's well-crafted way of making our whiskey in Lynchburg, TN.”

The store looks to transport the visitor back to Jack Daniel’s beginning in 1866. In addition to the daily attractions, the Chicago site will display memorabilia including a Gold Medal won at the 1904 World’s Fair and the safe that Jack Daniel kicked that allegedly led to his death in 1911.

“As a consumer, the most important takeaway is that all the different elements within the experience are presented in a simple, fun and authentic way a consumer can engage with,” Ostos said.

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