In these divisive times, it is often easy to forget that we often have more things in common than things that separate us. Who would have guessed, for instance, that three famous drag queens would be embraced by the population of Lynchburg, Tennessee, home of the Jack Daniel’s Brewery?
In honor of Pride Month, Jack Daniel’s Tennessee Fire whiskey is bowing a new content series, “Drag Queen Summer Glamp,” featuring three outrageous drag queens planning a Pride celebration on the distillery’s grounds.
The series, which debuted on JackFirePride.com last week, features Bebe Zahara Benet, Trinity the Tuck and Manila Luzon, all of whom are alums of RuPaul’s Drag Race. Each episode of the three-part web series depicts the trio completing glamping-inspired challenges with help from the Jack Daniel distillery staff.
“In our core group of values, we talk about independence and authenticity, which is something the LGBTQ+ community embodies,” said Lauren Richmond, Brand Manager of Jack Fire. “We want consumers to really care about and appreciate the similarities between our two communities.”
The story follows Bebe, Trinity and Manila planning a Pride celebration in the distillery’s hometown of Lynchburg, Tenn. Challenges include planning the food and drink menu, vetting venues (including a mysterious cave) and decorating before the attendees arrive. Throughout each of the episodes, the trio interacts with employees from around the distillery property, including the first female assistant master distiller in the company’s history.
“We had a great participation rate” among employees, Richmond says. “They really wanted to be part of the content because it was something they hadn’t had a chance to participate in before.”
“This is how Pride should be celebrated: with friends – new and old – in a place you would never expect,” said Manila Luzon, in a statement. “After a year in lockdown, it’s great to be back outside doing the things we love while also experiencing something totally new.”
To hype the series, Jack Daniel’s Fire has enlisted LGBTQ influencers in six markets (San Francisco, Los Angeles, New York, Chicago, Miami and Houston) to promote a sweepstake contest. For the contest, one winner in each market will win a Jack Daniels glamping kit and a $750 gift card to be used toward a glamping experience.
