Jack Daniel’s, the Brown-Forman whiskey brand, has kicked off its Tennessee pop-up that aims to bring a contemporary element to its roots and appeal to millennials.
“The meeting place” created by Amplify is a Honky Tonk-themed experience with live music, classic whiskey cocktails and southern barbecued food.
To appeal to young people, the brand is partnering with venues that it believes are influential. For the London pop-up, it teamed up with the London Cocktail Club, Zelman Meats and Mother Clucker.
Consumers won tickets for the events which are taking place in London, Birmingham and Glasgow by buying a Jack Daniel’s in one of the campaign’s partner venues during August.