A hard-not-to-love culture was getting lost. We reintroduced the best parts of Jack Daniels to cities across the country.
For Jack Daniel’s 150th Anniversary, we wanted to celebrate the history, personality and culture of Jack and his beloved hometown of Lynchburg, Tennessee. And with over a century under their belt, we had the chance to bring the origin story of Jack Daniel’s to a whole new generation of drinkers.
We knew we needed to introduce the 150 year history of the most storied whiskey in the world to a whole new generation. So we took the stories of Jack Daniel’s and spiked them with its local craftspeople and culture to create a bridge between Lynchburg and other cities, the past and the present. The experience: A pop-up that brought the taste of Jack’s hometown to key markets across the country.