Jack Daniel’s has partnered with three famous drag queens from RuPaul’s Drag Race: Bebe Zahara Benet, Manila Luzon, and Trinity the Tuck.
The collaboration, called “Jack Daniel’s Tennessee Fire presents Drag Queen Summer Glamp,” features a video series showcasing the queens completing various challenges around the Jack Daniel’s distillery in Lynchburg, Tennessee.
The three-episode series, which debuted during “Pride Month,” features the queens “putting the ‘glam’ in glamping” as they “learn the art of whiskey making” and “educate locals about drag culture,” according to a press release.
The series was shot on location at the Jack Daniel’s distillery, with each episode featuring the queens completing different challenges with the help of the distillery’s staff.
In a statement, Lauren Richmond, then-brand manager for Jack Daniel’s Tennessee Fire, said that the partnership with the drag queens “reaffirms our commitment to the LGBTQ+ community” and demonstrates the brand’s “holistic approach to engaging the consumers we serve through culture and unexpected partnerships.”
The campaign also included a local sweepstakes called the “Summer Glamp Giveaway,” with grand prizes of a Jack Daniel’s glamping kit and a $750 gift card that could be used towards a glamping experience.
The sweepstakes were conducted in select markets across the United States, including San Francisco, Los Angeles, New York, Chicago, Miami, and Houston.
Jack Daniel’s is now facing a boycott over claims the company has “gone woke,” Newsweek reports.
Criticizing the liquor maker’s drag-friendly campaign is nearly two years old now, Benny Johnson, a conservative commentator with Turning Point U.S.A., wrote in a Twitter post on Wednesday that Jack Daniel’s had “gone full woke and put degenerate drag queens in their barrel house.”
“This is a *good* business move since Jack Daniels is only ordered by the mentally ill already,” he added.
Country music artist Travis Tritt tweeted that “All the @JackDaniels_US drinkers should take note.”
Other social media users have called for a boycott, with one writing, “Jack Daniels, you just lost a loyal drinker. Never again,” according to Newsbreak.
