Jack Daniel’s American Single Malt Media Kit

Jack Daniel’s launched its first permanent expression crafted from 100% malted barley, exclusively for duty-free retail: Jack Daniel’s American Single Malt. This special release is aged in new, charred American oak barrels and finished in premium Oloroso Sherry casks.

Our team was responsible for creating a media kit to engage over 85 media outlets and influencers. I contributed during the conceptual phase, helping develop and present multiple creative directions to the client.

The final media kit embraced a “hidden gem” theme, highlighting the uniqueness of Jack Daniel’s entry into the American Single Malt category. It featured:

• A gold and blue jewel box

• Two fluted snifters

• A blue felt/velvet inlay

• A 200ml GTR American Malt bottle

• A personalized thank-you letter from Chris Fletcher telling the story of Lynchburg, TN—the hidden gem behind this distinctive whiskey

Through my early-stage concept work, I helped shape the visual storytelling and thematic approach that informed the final kit.