Jack Daniel's Single Barrel 

CAMPAIGN

Single Barrel is Jack’s top shelf whiskey (it's also the distillers' favorite whiskey). Each barrel is hand-selected from the top floors of Jack Daniels’ barrelhouses, and each bottle has a unique flavor profile. It’s a whiskey made for slow sipping, and because each bottle is different, it’s a whiskey made for talking about.

Exclusive Mockups for Branding and Packaging Design
Exclusive Mockups for Branding and Packaging Design
Exclusive Mockups for Branding and Packaging Design

Long Copy 

With this campaign, we positioned Single Barrel as "a Lynchburg conversation piece," so it only made sense to write some long copy and do a little long-winded storytelling.

Exclusive Mockups for Branding and Packaging Design

Social Content 

Every bottle of Single Barrel is unique: the barrels are pulled from different barrelhouses with different temperature swings over different periods of time. Because of this, each bottle will taste slightly different. Some are a little more oak-y and some are on the sweeter side. We created a series of animated videos to talk about these flavor notes found in Single Barrel. 

Photography

We art directed a product shoot and developed a new system of photo standards for this campaign. The shoot included the entire Single Barrel family and welcomed in a bold, new look for Jack’s top shelf whiskey.

With

Creative Directors: Chris Valencius + Gregg Nelson

Writer: Tommy McConnell

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ALLISON APPERSON ART DIRECTOR