J&B

In France, the Evin law strictly regulates the promotion of alcoholic beverages. It is banned to talk about

entertainment, to show consumers, to display any joy or shared moments… This regulation has lead J&B,

one of the greatest Blended Whisky brands in France, to dive into its past to try and find a satisfying freespeech

environment. After diving into the brand’s archives, we finally uncovered an incredible story, only

known by a few insiders. A story born from a ban itself. This story talks about the early days and the growth

of J&B Rare in the United States, thanks to the unbelievable partnership of two men : Eddie Tatham, a spirit

dealer from Justerini & Brooks, and Charles Guttman, former director of the Prohibition Unit in the US. A law

enforcement agent and a troubled water dealer.

Okio Studio and J&B Rare presents : BORN RARE. When passion is born from the ban.

RESULTS: + 5M views, + 10M affected people + 5k coments