Although an unmistakable leader within American Whiskies, the ongoing challenge for Jack Daniel’s was maintaining this position and fighting off competitive pressure from others in-category. In 2022, after pandemic restrictions relaxed, Jack’s bold spirit came to the rescue, allowing young people to regain power over the way we socialise. Winners could host 24 friends at a fully branded venue, with a DJ and entertainment of their choice, while runner-ups snagged at-home party essentials. A QR code on bottle neck tags linked to a microsite where shoppers could discover more prizes—keeping Jack front and centre of young social scenes.