Growing brand stewards, to grow Jack Daniel’s: an onboarding journey

Our award-winning work with Brown-Forman, the global spirits business with a large portfolio of brands including Jack Daniel’s and Finlandia Vodka. As Brown-Forman has grown in scale, so too has the number of people around the world who have the honor and responsibility of stewarding the unique brand known as “Jack.” Everyone who creates or assesses marketing materials on behalf of Jack Daniel’s has the potential to deliver short and long-term business performance. So, to grow Jack, Brown-Forman needed to grow its brand stewards.

Brown-Forman asked Brand Learning to help ensure everyone who is new to Jack is afforded the opportunity to become a passionate brand advocate and effective in their role with Jack in their first year and long beyond.

A virtual journey to Lynchburg, Tennessee, the home of Jack Daniel’s

Working with partners Purple Media, we developed Jack’s Way, a guided online journey of discovery for brand stewards to understand the most important things about Jack Daniel’s.

The learning journey was based around a virtual tour of the Jack Daniel’s Distillery, ensuring key elements of the brand such as authenticity, history, and its strong identification with the town of Lynchburg, Tennessee were reflected in the learning experience. Key Brown-Forman employees and even relatives of Jack Daniel introduced sections of the learning relevant to their own personal expertise and relationship with the product, for example, learners were personally welcomed by the lead tour guide at the distillery visitor center. The learning content was designed to ignite passion for the Jack Daniel’s brand, helping brand stewards feel a personal connection to and responsibility for the brand.

An experience that left 94% of participants “truly excited to be working on Jack Daniel’s”

Participants in the onboarding described a very positive impact on their understanding of the Jack Daniel’s brand.

  • 92% agree they could confidently re-tell Jack Daniel’s stories to a colleague, consumer or friend
  • 90% are very confident they can “clearly explain what makes Jack special”
  • 94% completely agree they are “truly excited to be working on Jack Daniel’s”

Published with kind permission.

If you would like to learn more about the work we do at Brand Learning, please contact us




The response has been phenomenal. And it's no surprise: the quality of content, production and learning interactivity is a first in our company Sophia Angelis, Marketing Director, B-F International
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