[ Case study · Spirits · Brown-Forman India · Experiential ]
Turning the after-work hour at Gurugram’s BYOB venues into full-bottle Jack Daniel’s occasions.
[ 01 — The problem ]
Jack Daniel’s wanted young corporate professionals (22–35) to make the brand part of their after-work routine. Standard on-trade promotions like bar nights and discount menus sold single drinks, not bottles, and didn’t build a habit that came back every week.
[ 02 — The solution ]
We took the brand into premium BYOB venues across Gurugram, where groups already bring a bottle after 5 PM. Every Jack Daniel’s bottle came with a ₹500 food coupon for the venue’s menu, and promo tables were pre-reserved with a personal bartender mixing signature Jack cocktails at the table. Branded entrance arches, light boxes, standees and table tents carried the line “Cheers to making plans and keeping them” through every venue.
[ 03 — The numbers ]
