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  • How do experiences help booze brands stand out?
  • How do experiences help booze brands stand out?
    Michael Benz (2017) ©
CASE STUDY

Motel No. 7: party in the world of Jack Daniel’s

Bourbon is booming, rye is on the rise and Tennessee is thriving as US drinkers fall back in love with dark spirits. But a clever ad campaign isn't always enough for a brand to stand out. How did Jack Daniel’s grab people’s attention and remind them that whiskey is the drink of rock and roll stars?

Location United States

Scope
Bourbon is booming, rye is on the rise and Tennessee is thriving as American drinkers fall back in love with ‘local heroes’; volume sales of US whiskey rose 6.8% in 2016, with revenue up 7.7% to reach $3.1 billion. [1] One reason for this love of these dark spirits is that they often come with a back story; it’s barrel-aged, meaning that each brand has a distinct flavour and colour.

But in the competition to be the bottle that consumers reach for, a clever ad campaign isn't always enough, and what becomes more important is creating a ...

Canvas8

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