Jack Daniel’s is hitting the road with a new nationwide music tour that celebrates America’s diverse musical landscape while reinforcing the brand’s historic connection to the music industry.
The Tennessee whiskey maker announced the launch of Highway No. 7, a traveling music experience that will make stops in various cities across the United States through 2025. The series kicks off with its inaugural event on April 26 at the Old Polo Estate in Indio, California.
Music and Whiskey: A Perfect Pairing
The Indio launch event will run from noon to 4 p.m., featuring performances from emerging singer-songwriter Max McNown and MC4D, a producer/DJ duo comprised of twin brothers who have gained popularity through viral social media content.
“Music has always been at the heart of Jack Daniel’s, and Highway No. 7 is the perfect next step in that journey,” said Arty Masterson, Brand Director for Jack Daniel’s Tennessee Whiskey. “Highway No. 7 celebrates the artists, communities, and culture that push society forward, and we can’t wait to hit the road and bring this experience to all corners of America.”
The experience aims to blend music, culture, and creativity by offering attendees live performances alongside local food vendors, lounge areas, and handcrafted Jack Daniel’s cocktails. The event is restricted to guests 21 and older, with free registration available through the Highway No. 7 event website.
The Jack Daniel’s Highway No.7 name.
The tour’s name references the company’s historic Tennessee distillery location on Highway No. 7 in Lynchburg, while symbolically connecting to the brand’s journey through American musical culture. Additionally, it is a callback to Jack Daniel’s most famous expression: Old No.7.
Celebrating America’s Musical Diversity
According to the announcement, Highway No. 7 will honor a wide spectrum of American musical traditions, including hip-hop, folk, Tejano, country, and various other genres. The experience will focus on cities with vibrant music scenes while celebrating local culture and highlighting Jack Daniel’s ongoing connection to contemporary music.
The tour is expected to continue its journey across the United States through 2025.
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More information about Highway No. 7 and future tour dates can be found on the Jack Daniel’s website.
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