Jack Daniels – The Birth of a Barrel

A fascinating video that shows how Jack Daniels barrels are made:

In reaction to mass-produced goods, many people these days a craving evidence of artisanal methods, attention to detail and care. This video shows you that despite all of the machinery, there are still highly skilled people at the heart of the process.

It’s nice to think that although Jack Daniels (Brown Forman) is made on such a large scale, they still hold on to traditional methods where possible. Communicating this point of difference – Brown Forman are apparently the only large distiller still to make their own barrels – is a smart move. This kind of informational video is a great way to engage with consumers on a deeper level than your usual advert.

Another good little touch is the graffiti in the factory that says “Men only, no boys allowed”, hinting that in drinking Jack Daniels, you are a manly man like the ones in the video.

More Jack Daniels geekery on the Vimeo page of Travis Robertson, Art Director at Arnold Worldwide.