Spirit of the Season: Immersive Experience

Jack Daniel's invites you to experience the magic of the holidays with Spirit of the Season, an immersive holiday pop-up experience powered by projection mapping. This advanced digital technology projects animated visuals onto walls, floors and architecture, transforming East Nashville's Wilburn Street Studio into the winter wonderland of the Jack Daniel Distillery. 

Enjoy a multi-sensory experience featuring 360-degree visuals of snow-dusted barrel houses, the glow of Cave Spring Hollow and holiday-inspired interpretations of Jack Daniel's time-honored craft. The pop-up will also offer signature Jack Daniel's holiday cocktails, curated photo moments and cinematic storytelling inspired by the distillery's rich history.