• by Chuck Martin , April 16, 2019

Tennessee whiskey maker Jack Daniel’s is launching an augmented reality app that provides a virtual tour of the Jack Daniel Distillery.

The AR app, created with innovation studio Tactic, triggers a series of pop-up book style images with 10 minutes of content related to the whiskey maker.

Pointing a camera phone at any Jack Daniel’s whiskey bottle starts the animations, voice-overs and stories.

The AR experience is divided into three parts. The first part transforms the front label of the bottle into a miniature version of the Jack Daniel Distillery, the second walks through the process of making the whiskey and the third shares stores of Jack Daniel himself.

“In today’s world, it’s important for us to reach fans and consumers where they are,” said Jeff Cole, modern media director for Jack Daniel’s. “That means sharing content that’s unique, interesting and relevant though a variety of digital mediums. ‘Around the Barrel.’ This new AR experience is taking our brand storytelling to the next level.”

Jack Daniel’s launched an immersive VR experience in 2016 and its official podcast in 2018.