In an attempt to introduce the brand to 18-25 year olds, Jack Daniels has served up a digital and experiential campaign linked with Australia's Future Music Festival.
The barrelhouse is set up similarly to the one in the Lynchburg distillery except with a festival stage and a line up of artists in an air conditioned bar.
Executive creative director at Arnold Furnace, Tom Spicer said "In Tennessee The barrelhouse is where Jack Daniel's whiskey is left to mature, where its character is formed. This one runs along similar themes but is more about good times than old time whiskey making."
Watch DJ Christo's video.
Watch music fan, Thu Pham's video.
Watch photographer, Tony Mott's video.
