Jack Daniel’s

Lynchburg General Store Tour

Creating an Emotional Connection to Brand Heritage.

To celebrate Jack Daniel’s 150th anniversary, we created a tourable pop-up store that brought Lynchburg, TN to life – the birthplace and home of the brand.

Strategically positioned in high-traffic locations in NY, Miami, and Chicago, this pop-up experience was a week-long happening in each market. It consisted of a store that was open to the public during the day, featuring immersive experiences, whiskey education & a full showroom packed with limited edition custom-created items. During the evening hours, the store hosted exclusive VIP events for media, trade, and influencers.

All aspects of the promotion, carefully curated invitees, press management, and RSVPs were managed by our team in addition to concept, development, activation, and amplification. 

The stores attracted 22k consumers in total and the curated audience and notable entertainment in the evenings resulted in 94mm impressions, of which, 21mm were organic social impressions – a total of 4.5k Instagram and Twitter posts, and 4.3k uses of the event hashtags.