The company has revealed the latest global campaign from Jack Daniel’s. Launching globally starting in May, it’s designed to reinforce why Jack Daniel’s remains a household name.

“Jack Daniel’s stands apart due to its enduring commitment to traditional methods and genuine character, a legacy that goes back to the processes pioneered by Jack Daniel himself,” the company’s press release said. “The new creative highlights the distinctive charcoal mellowing process which sets Jack Daniel’s apart from all other whiskies and ensures a flavor that is both authentic and timeless.”

Created in partnership with Energy BBDO, “That’s What Makes Jack, JACK” is a bold, rootsy return to what made Jack Daniel’s an icon. Once the whiskey of choice for cultural icons like Sinatra and the Rolling Stones, Jack is reinforcing its status as a badge of independent spirit for a new generation.