The Jack Daniel's AR Experience 


The Jack Daniel’s AR Experience

AR app takes consumers on a virtual journey of the Jack Daniel Distillery through a series of pop-up book style dioramas






Brown-Forman is a spirits and wine company that enrich the experience of life by responsibly building beverage alcohol brands that thrive and endure for generations. Brown-Forman sells its brands in countries around the world and has offices in cities across the globe. In all, Brown-Forman has 25+ brands in its portfolio of wines and spirits – including Jack Daniel’s.



  • Create a digital version of the official Jack Daniel Distillery tour

The Jack Daniel distillery loves nothing more than hosting friends at their installations. But for those that can’t make the trip to Lynchburg, they wanted to create a way that people could experience what their town and distillery have to offer, providing a virtual experience that would get users about as close to Jack as one can get without an official tour.



  • AR content attached to Tennessee Whiskey bottle

AR app: Jack Daniel’s AR Experience [ Google PlayApp Store ]

The Jack Daniel Distillery’s AR app offers a virtual tour of the distillery, allowing users to take a closer look at the whiskey-making process, and learn stories about the man himself—Mr. Jack Daniel.



  • Positive response and high user interaction worldwide

Thirty days after the official global Jack Daniel’s AR Experience app launch, 30.000+ iOS and Android users watched over 110,000 ‘Jack Stories’ AR experiences with an average of 5:42 minutes of total session time per user. The AR Experience is attracting a lot of international news coverage and positive user response.

“Once consumers download the dedicated app, they can point their phones at any Jack Daniel’s
Tennessee Whiskey bottle (from 50mL to 1.75L) to uncover the animations, voice-overs, and all the
stories that make the more than 150-year old brand so special, from the Cave Spring water to the
distilling process, to name a few.

The AR experience is divided into three unique parts, each designed with the look and feel of hand-crafted models and integrate real-time, environmental lighting and textures. The first experience transforms the front label of the bottle into a miniature version of the Jack Daniel Distillery. The second
walks step by step through the process of making Jack Daniel’s Tennessee Whiskey, and the third shares
stories of the man himself, Jack Daniel.”

“In today’s world, it’s important for us to reach fans and consumers where they are. That means sharing content that’s unique, interesting and relevant through a variety of digital mediums…This new AR experience is taking our brand storytelling to the next level

Jeff Cole | Modern Media Director | Jack Daniel’s




Tactic Studio is a San Francisco-based company specializing in the production of immersive experiences with an emphasis on Gesture, as well as Augmented and Virtual Reality.






This AR feature is used to detect, track and digitally augment 2D images – ideal for augmenting customized image targets, magazines, books, user manuals, packaging, catalogs, coasters, gaming cards and much more.



Why Wikitude ?


Augmented reality is in an exciting stage, and new technology and techniques are pushing the boundaries of what’s possible. The Jack Daniel’s AR app features technology that sets the bar for creative storytelling in this new medium.
Peter Oberdorfer | President | Tactic



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