Jack Daniels Sound of Bonded

What We Were Proving.

With the merging of science and entertainment, that music could enhance the Jack Daniel’s Bonded tasting experience.

How We Proved It.

Teaming up with Jack Daniels Australia and We are Different PR, we produced a truly one of its kind experience – The Sound of Bonded. A music track that’s scientifically-proven to enhance the bold flavours of Jack Daniel’s Bonded. 

University of Oxford’s leading sensory academic, Professor Charles Spence, collaborated with award-winning String Musicians Australia to create the track, which includes melodic piano, low-pitched cello and high tempo violin to enhance the whiskey’s caramel, oak and spice flavour notes.

The Sound of Bonded release expands on the recent launch of Jack Daniel’s Bonded, the brand’s first super-premium drop in 25 years; a 100-proof premium whiskey aged in select barrels for added depth and character.

The Proof. 

  • 30+ media and influencers attended the event 
  • A total combined social and earned reach of 31.3 million as a result of 65 live pieces