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Jack Daniel's

Lynchburg Live

The Jack Daniel Distillery in Lynchburg, Tennessee is America’s oldest registered distillery. Established in 1866, it’s still where every drop of Jack Daniel’s Tennessee Whiskey is crafted. Inspired by this legendary landmark, The Hive created a mobile Lynchburg Distillery experience and took it on the road to Canada’s biggest festivals. From Osheaga to Boots & Hearts to Pride to the Calgary Stampede party-goers across Canada get to experience a little taste of Tennessee pride. In 2019 alone, the program generated over 220,000 brand impressions.

Objective

To bring the Jack Daniel Distillery experience to the next generation of Canadian drinkers.

Execution

Sponsorship strategy anchored in a custom mobile experience designed to bring the brand stories to life at major festivals across Canada.

Value

+34.6% 3YR CGAR growth in recruitment with over 266K next generation whiskey drinkers served.

Bringing The Distillery Experience To The People

Core to the Jack Daniel’s brand is their distillery in Lynchburg, Tennessee, where every bottle of Jack is still made. We created a little piece of Jack Daniel’s heaven that would serve as our home away from home at music festivals and cultural events across Canada.

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