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IDEA: People in bars like to talk, especially when whiskey, preferably in copious amounts, has been consumed. Often, the stories are even about whiskey, insofar as it precipitated some memorable (though, often as not, half-forgotten) after-hours adventure in the hazy past.
For Jack Daniel's—which prides itself on its own rich, genuine brand story—it made sense, then, to collect real tales from real bars for a new campaign, presented on an evocative website, titled Tales of Mischief, Revelry and Whiskey, that serves as its own virtual gathering place.