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Jack Daniel’s has joined the pop-up store craze, but in a way that allows people to experience the heritage of Jack Daniel’s firsthand.

The pop-up store serves to celebrate the brand’s 150th birthday by decking out the store as if it were the original general store and distillery. The experience is heightened with a virtual reality station that gives viewers a tour of the Lynchburg distillery, as well as offers a tasting of three Jack Daniel’s products every fifteen minutes. Laura Magill, Mirrorball Account Director of Jack Daniel’s stated that the idea came from wanting to allow more people to experience the brand and that, “the brand always said that if you bring someone to Lynchburg, they’ll be a Jack Daniels fan for life.” Instead, Jack Daniels brought Lynchburg to everyone.

To further the conversation, the store had a music themed area with 70s memorabilia that gave people the opportunity to pose and share their photos on instagram using #JDGeneralStore and #Jack150. There were also timeless treasures, 1904 World’s Fair Gold Medal, that emphasized the authenticity and tradition of the brand. Their pop store will continue its celebration as it makes its way to Chicago and Miami over the next two months.