For Gen Z, Jack Daniel’s was about as relevant as Cable TV and as relatable as their parents. Maybe that's why they ditched Jack Daniel's for a world of Seltzers, CBDs, and Mocktails that let them embrace their adventurous side.

But the truth is, Jack was fueling rebels, trailblazers, and revolutionaries well before "seltzer" was even a word. so we showed Gen Z how a glass of Jack is (and has always been) a symbol of never wasting a moment. Jack Daniel's. Don't waste an ounce.