It’s certainly not a fad, here’s a fact: consumers are increasingly rejecting the go-to rum and orange or vodka and apple juice in favour of a real art in cocktail making: Mixology. Always on the lookout for the perfect balance of flavours in their creations, this isn’t news to Jack Daniel’s, where they rise to this challenge with gusto. The famous Tennessee Whiskey brand is reinventing its signature cocktails by creating new recipes that strengthen its “lifestyle” positioning. To be consumed without moderation on Instagram and Facebook. Cheers!