Jack Daniel’s Drag Queen Campaign Resurfaces, Sparking Boycotts

Jack Daniel’s is facing boycott calls after an ad campaign featuring drag queens resurfaced online.

In 2021, the whiskey distillery ran its “small town, big pride” campaign that featured drag queens from Ru Paul’s Drag Race.

The whiskey giant partnered with the TV show to create a video series called Drag Queen Summer Glamp, according  to Newsweek.

From Newsweek:

The whiskey makers said at the time that it was “a bold new experience—for both the queens and their hosts,” while Lauren Richmond, then-brand manager for Jack Daniel’s Tennessee Fire, noted the campaign “reaffirms our commitment to the LGBTQ+ community” despite being an “unexpected partnership.”

“Jack Daniel’s gets drag culture—which is all about celebrating individuality and inviting others to accept you as you are,” Trinity the Tuck, one of the drag queens involved in the campaign, said in a statement.

“This is how Pride should be celebrated: with friends—new and old—in a place you would never expect,” said Manila Luzon, another participant.

Since then, the episodes and other promotional material have been available on the company’s website, which says: “Jack Fire and Pride go together like cinnamon and whiskey.”

WATCH:

How does this represent the customer base of Jack Daniel’s in any way? 🥃

Jack Daniel’s customer base is predominantly 34-55 year old conservative males.

Having Drag Queens who mock women as the face of JD is Wokeism on Steroids! 🥃🤡

#GoWokeGoBroke #JackDaniels pic.twitter.com/EfMfpkWnIS

— Oli London (@OliLondonTV) April 8, 2023

This isn’t “breaking”. They’ve been collaborating with drag queens for years. Even the image is from 2021.

Press release here: https://t.co/g4W2WbqMbA https://t.co/rvB7xW3qnd

— Aimee Terese (@aimeeterese) April 6, 2023

Here’s one of the episodes below:

Many Twitter users voiced their outrage about Jack Daniel’s going woke:

Who told Jack Daniel’s it would be a good idea to use a transgender to promote their whiskey?

They can say goodbye to a good chunk of their clientele.

I will never drink Jack Daniel’s again. pic.twitter.com/Ig8mXvlfwW

— Proud Elephant 🇺🇸🦅 (@ProudElephantUS) April 6, 2023

All the @JackDaniels_US drinkers should take note. pic.twitter.com/W0d9lMoSxq

— Travis Tritt (@Travistritt) April 6, 2023

Jack Daniel’s has become Jane Daniel’s as they team up with Anheuser-Busch is promoting degeneracy.

Maybe try a bottle of George Dickel next time you’re looking for Tennessee whiskey. pic.twitter.com/6pF3pxnHyy

— Stew Peters (@realstewpeters) April 6, 2023

Here’s the press release for the campaign in 2021:

Jack Daniel’s Tennessee Fire, a flavored whiskey specialty that blends the bold character of Jack Daniel’s Tennessee Whiskey with cinnamon liqueur, has teamed up with drag queens Bebe Zahara Benet, Trinity the Tuck and Manila Luzon, alums of RuPaul’s Drag Race, for Jack Daniel’s Tennessee Fire presents Drag Queen Summer Glamp, an original content series debuting during Pride Month. Shot on location at the Jack Daniel Distillery in Tennessee, the three-episode series debuts today exclusively on JackFirePride.com.

Each episode of Jack Fire Drag Queen Summer Glamp features the fabulous trio completing various glamping-inspired challenges with help from the distillery’s staff. From BBQing outdoors to burning charcoal in the rickyard, Bebe, Trinity, and Manila will put the ‘glam’ in glamping as they learn the art of whiskey making and educate locals about drag culture. The series takes Pride Month back to the great outdoors and far beyond city limits to create a bold new experience – for both the queens and their hosts.

Bud Light has also faced recent boycotts after partnering with trans influencer Dylan Mulvaney.

Boycott Spreads: Liquor Stores Rebel Against Bud Light After Trans Can Controversy