Brown-Forman

Jack Daniel’s brand team had a series of key strategic questions. Though very strong on-premise, the brand had never communicated in any formal way with bartenders. After much research, Brown-Forman’s ‘North American Whiskey Certification’ program was created, which combines educational and social content to bring bartenders into the fold while contemporizing their view of the Jack Daniel’s family of brands. All the while, bartenders earn a certification that helps them fulfill their dual objectives – to put smiles on faces and tips in jars.