In January, Jack Daniel’s built a campaign around the tales of eight Brooklyn bartenders, partnering them with animators and posting videos of their stories on microsite A-Bartenders-Tale.com. The eight were chosen from an open call for all Brooklyn bartenders to submit their work stories. Fans voted for the best story and the winner was announced January 30 at an open RSVP event in Williamsburg, Brooklyn. Jack Daniel’s awarded the winner (Mary Guiteras, whose story “Fairytale of Brooklyn” was animated by Danielle Ash) with a trip to visit the Jack Daniel’s distillery in Lynchburg, Tennessee.
Run in partnership with Brooklyn Magazine, the campaign added 440,000 fans the brand’s Facebook page, a 9% increase since January 8. While voting turnout was low, many viewed the videos on the brand’s Facebook page where they were posted through February.
The comeback of a cocktail culture has reshaped the Spirits industry and increased demand. Jack Daniel’s Bartender Tales made its product memorable in one of the cocktail culture’s hubs, Brooklyn.