Jack Daniel’s Single Barrel has been around for years, but had long been lost in a wave of younger and hipper newcomers. To relaunch the brand, we focused on sights on a younger and more female demographic, who valued good food, enlightened company and a fine drink. Between print, social, digital and farm-to-table dinner events held around the country, the Single Barrel aimed to bring an iconic brand a little more in touch with today’s consumers.