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Friday, February 7, 2025

Lunar New Year ‘Taste of Home’ Campaign presented by Jack Daniel Single Barrel with chef Kevin Lee

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Have you ever experienced the harmony of traditional Korean cuisine paired with premium whiskey? Jack Daniel’s Single Barrel Select (JDSB), the ultra-premium whiskey line from Brown-Forman Corporation, is deepening its connection with the Asian American community through the Lunar New Year ‘Taste of Home’ campaign. This collaboration is made even more special by partnering with Korean American chef and culinary content creator Kevin Lee (@chefboylee), who brings his Michelin-starred expertise to reimagine traditional Korean dishes that perfectly complement the sophistication of JDSB. The campaign video is available for viewing below.

Through the ‘Taste of Home’ campaign, JDSB celebrates the Lunar New Year by highlighting the rich traditions and flavors embedded in Korean cuisine. It beautifully showcases how the depth of Korean food culture and heritage pairs seamlessly with the complex profile of premium whiskey. Brown-Forman Corporation hopes to honor cherished cultural moments of the Asian American community and has collaborated with various Asian American food influencers to amplify these connections further.

For this collaboration, Chef Kevin Lee reinterpreted the traditional Korean dish jeon in a modern, elevated style. Historically served at royal banquets, jeon is a versatile dish made with meat, seafood, and vegetables. Drawing from nostalgic memories of making jeon with his family during festive holidays, Chef Lee adds a deeply personal and meaningful touch to the dish. The rich and harmonious flavors of JDSB enhance the savory and nutty profile of jeon. With tasting notes of cherry, nutmeg, and clove, the whiskey brings out a refined balance that elevates the dish into a gourmet experience.

Launched in 1997, Jack Daniel’s Single Barrel Select has established itself as a leader in the ultra-premium whiskey market, offering the highest standards of quality and flavor. Celebrating Lunar New Year each year has been part of the brand’s ongoing commitment to building cultural connections with the Asian American community. This year’s campaign continues the journey with Chef Kevin Lee’s jeon and JDSB’s perfect pairing, honoring the traditions of Lunar New Year in a truly exceptional way.

As Chef Kevin Lee raises a glass and enjoys the pairing of jeon and JDSB in the campaign video, he invites everyone to toast to tradition and sophistication. Celebrate the Lunar New Year with Jack Daniel’s Single Barrel Select, where heritage meets premium craftsmanship. Cheers!

Please drink responsibly. Do not share with anyone under 21.