A virtual Jack of all trades Credit: Tactic
A virtual Jack of all trades Credit: Tactic

Out-of-bottle experience

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Stateside, Jack Daniel’s has turned to augmented reality to sex up its product. Thanks to AR developer Tactic, the Tennessee Whiskey label now doubles as a pop-out book about the legendary distiller, Jeremy Horowitz of Venture Beat relates. All you need is the free smartphone or tablet app—and a bottle of Jack.  

Woodsman parent Whyte & Mackay has done something similar with its Shackleton blended malt Scotch, a tribute to intrepid British explorer Sir Ernest Shackleton, who set off for the South Pole in 1907 with his crew and 25 cases of Mackinlay & Co.’s Rare Old Highland Malt Whisky. (The 2007 discovery of some abandoned bottles inspired this re-creation.) The Shackleton AR experience promises to transport you to that gruelling trek, when expedition members lived in their own version of a wooden vending machine.

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