Jack Daniel's augmented reality app presents the world of the Tennessee Whiskey

Experience a little journey on your own mobile phone

Brown-Forman invites you to go on a short virtual journey through the world of Jack Daniel's Tennessee Whiskey. The "Jack Daniel's AR Experience" app is free of charge and can be downloaded in the original American version in the Android Play Store and the iPhone App Store. From middle of July 2019 there will also be a German version.

The app informs about whiskey production, the distillery and the history of Jack Daniel's

Apart from a mobile phone with camera function you need a bottle of Jack Daniel's Old No. 7 (no matter which bottle size you got). Install the app, open it and focus the label of the bottle with the camera of your mobile phone. On the display you can watch the label unfold into a virtual diorama, as you might know them from pop-up books. Three different topics are available and can be selected with a click: Process, Distillery and Story. A sonorous male American voice tells interesting facts and stories about the production and backgrounds of Jack Daniel's Tennessee Whiskey. You can stroll through each chapter, one “page” of the virtual book follows another and with each a different virtual diorama unfolds.

Entertaining and informative 

Jack Daniel's AR Experience was developed by Brown-Forman in partnership with the company Tactic, which is based in San Francisco, specialized in such virtual worlds of experience using this augment reality technology. The app is a nice idea that provides basic information about Jack Daniel's Whiskey while keeping you entertained. It should take about 10 minutes to stroll through the app. The handling of the app is really quite simply and intuitively, a perfect little gimmick to be shown and discussed on parties or in a bar while drinking a Jack Daniel’s.

Images: Brown-Forman