The operative product truth at play here: Every single drop of this delicious sour mash is produced in the tiny southern town of Lynchburg, Tennessee. From one particular cave spring hollow, in fact, and by the wonderfully real, unwaveringly genuine citizens of said town. When you’re a booze maker in a highly crowded and competitive marketplace, these facts become pure magic in a bottle. This launch spot kicked off an entire integrated and ongoing marketing effort aimed at bringing the rest of the world into the town of Lynchburg for a visit – to shine a light on this exceptionally special place and the people there who’ve being making the magic happen for 150 years.