The Hive helped Jack Daniel’s get into the spirit of things for the 150th anniversary of the whiskey brand’s distillery in Lynchburg, Tenn.
The Toronto-based agency recently created and executed tours, tastings and musical performances for trade partners and special guests.
“Jack Daniel’s is an iconic brand with an authentic heritage that is rooted in a real place,” said Skye Brain, the agency’s group account director, in a release.
“So it was really important to have the right balance between celebrating this significant milestone, while staying true to the Jack Daniel Distillery experience.”
Live musical performances have also become part of the brand’s DNA. Over the years, The Hive has created similar events for the brand including the “Legendary Mash” private concert and “Live at the Landmark” concert series.