Skip to main content

Jack Daniel’s Uses Augmented Reality To Bring Its Whiskey Bottles To Life

🗣 Have you ever wished your whiskey bottles could come to life?

Well, now you can!


Brown-Forman, the parent company of Tennessee Whiskey brand Jack Daniel’s, just released an augmented reality (AR) software that puts the whiskey bottles in front of you. By scanning any of the brand’s bottles with the Jack Daniel’s AR Experience app, mobile users can access a number of pop-up book-style dioramas that detail the brand’s history. AR innovation gives an alcohol brand like Jack Daniel’s an opportunity to change bundling into drawing in encounters recount a more complete brand story. You can download this mobile app for nothing from Google Play and Apple App Store.


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 Play – App 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.
The front label of each augmented reality experience is changed into a scaled-down representation of the Jack Daniel Distillery in Lynchburg, Tennessee. The experiences demonstrate the distillation and aging of the whiskey, and tell tales about the 1850-born original Jack Daniel.


The Jack Daniel’s AR Experience has been a huge success, with 30,000+ iOS and Android users watching 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.

Jack Daniel’s has historically spent heavily on print ads that highlighted distinct features about its manufacturing process, including charcoal filtering that mellows the taste of its whiskey. With the broad shift in media consumption to mobile devices, AR technology is adding a new dimension to mobile marketing. That includes the ability to transform product packaging into immersive advertising that appeals to young adults who tend to seek original experiences and greater authenticity from brands.

AR innovation gives an alcohol brand like Jack Daniel’s an opportunity to change bundling into drawing in encounters recount a more complete brand story.

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.

Would you like to know more about AR for printed media? Check out what we at CaptivatAR have to offer!

Leave a Reply