Coinciding with the 150th anniversary of the Jack Daniel’s distillery, a fully immersive 360-degree virtual reality experience of the famed distillery in Lynchburg, Tennessee has been launched in India.
They launched it first in the US earlier this July and the full experience displays the timeless craftsmanship of America’s first registered distillery, which was set up in 1866 by Jasper “Jack” Daniel. Till this day, this distillery set up 150 years ago in the town of Lynchburg produces every drop of the world’s Jack Daniel’s.
This experience takes fans through “sensory rich” locations in the distillery – from the rick yard where the sugar maple ricks are burnt down for use in the whiskey’s charcoal mellowing process, to the summit of the barrel house with master distiller Jeff Arnett, giving consumers in India a better perspective of the craft that goes into making Jack Daniel’s.
The virtual reality film was produced digitally to allow the consumers to experience the brand’s mantra: “Every day we make it, we’ll make it the best we can”. It was directed by The Mill’s Bowe King and Rama Allen.
When talking about this new experience, Jeff Arnett (Jack Daniel’s master distiller) said, “We all have our anniversaries. They allow us to honor the important events in our lives and to ensure the lessons of the past are not forgotten. This new technology is a way for us to celebrate the Jack Daniel Distillery with fans everywhere and bring them closer to Lynchburg. The 360 degree video experience will allow Jack Daniel’s consumers a chance to ‘visit’ the rick yard, see the cave spring hollow and feel as though they are right there in Lynchburg where each batch of Jack Daniel’s Tennessee Whiskey is crafted, and has been for 150 years.”
In India, Friends of Jack can experience the tour through YouTube 360 and the Facebook 360 versions. And at special Jack Daniel’s events through the year, the Gear VR Goggles will be available for consumers to have the full experience.
Happy Birthday Jack!