Gentleman Jack
Drink Lab
The Challenge:
In the world of craft cocktails, how do you inspire mixologists to reach for your bottle first?
Jack Daniel’s knew the world of craft cocktails was ruled by the person reaching for the bottle.
They were the ultimate spirit influencer.
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.
Bring in the 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 and chosen to host.
Put the right ingredients together.
Both Gentleman Jack and ET set the word out in all major markets across social: Drink Lab would be an experience unlike any other.
Candidates had to submit applications that included bios, work experience and their own creative cocktail creation using Gentleman Jack as the main ingredient.
Give ‘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.
Share 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.
Mix and serve generously.
The experience was captured in a stylish book series. Part craft recipe book, part inspirational 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.
