Jack Daniel's

General Store

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.

Creativity and Production
make this Pop-Up one for
the books

We created 7 different stories with their own unique spaces in each General Store. From an old-school barbershop, to a full-service country store, virtual reality Lynchburg travel agency (with over 8,000 VR tours of Lynchburg taken so far), and a rock’n’roll music shop of our dreams—not to mention live performances and special VIP performances to get the blood pumping. Each stop along the way has enticed thousands to be introduced or reintroduced to what makes Jack Daniel’s the best whiskey—from sun up to sundown. Our memorable storytelling moments and immersive, emotional experiences left audiences wanting more of Jack Daniel’s. And with almost 133 million social impressions and over 30,000 visitors to date in 5 cities, the spirit of Jack and Lynchburg won’t be forgotten anytime soon.