The American whiskey brand Jack Daniel’s has launched an epic storytelling digital effort that is called a «fully-immersive, multimedia experience» — merely, a mobile-adaptive website Tales of Whiskey that features some short nostalgic films, graphic vignettes, audio, written and mixed-media content.

All these stories are about cocktail joints, dive bars, lounges and saloons — the places where «iconicness» and the true spirit of Jack Daniel’s as a brand comes from. The site hosts 30 stories told by proprietors, bouncers, barflys and patrons and gathered from around the U.S. There will be more to add by April 30th, 2015, while the campaign’s promotional site is live.

The broader digital campaign that also includes a user-generated photo contest on Vice Magazine’s website and social-media activation on Facebook, is called «The Few and Far Between: Tales of Mischief, Revelry and Whiskey.» It was developed by Arnold Worldwide and digital production studio MediaMonks.

View the campaign’s promotional video below.