Gentleman Jack
Drink Lab
Social / Editorial / Long Form Copy / Brand Experience / Influencer
In the world of craft cocktails, how do you inspire mixologists to reach for your bottle first?
The Challenge:
Jack Daniel’s knew the world of craft cocktails was ruled by the person behind the bar.
To build a brand ambassadors among bartenders across country, we created The Gentleman Jack Drink Lab: four regional weekend retreats to bring bartenders together for a weekend of craft cocktail innovation, inspiration, and skills mixed with a heavy helping of local flavor.
Bartenders are the original spirits influencer.
Insight:
We brought in the brand master.
Jack Daniel’s Brand Ambassador ET Tecosky started as a bartender mixing masterpieces for some of the biggest names in LA.
In 2018, he was the face of Jack’s cocktail crafting our chosen host.
We put the right ingredients together.
Both Gentleman Jack and ET put out the word in all major markets across social channels: GJ’s Drink Lab would be an experience unlike any other.
Candidates were instructed to submit their unique creative cocktail creation using Gentleman Jack as the main ingredient.
We gave ‘em the good stuff.
Selected candidates were then flown to their regional destination of Las Vegas, Savannah , Detroit or Santa Fe and given a healthy helping of local flavor.
We shared the recipe.
After a day of experiencing the local flavor, each guest was tasked with creating their own signature cocktail and sharing it with the world.
Afterwards, we mixed and served.
The experience was captured in a stylish book series. Part bespoke recipe book, part scenic tutorial, the series showcased the people, the cocktails, and the cities that inspired them.
More than a keepsake, the books became lessons in finding craft cocktail inspiration wherever the road may take us.
