Jack Daniel’s Tennessee Whiskey presents TURNO7, a digital content series that celebrates Latino business owners, who like Jack Daniel himself, stayed true to their principles. Each story demonstrates the authenticity, integrity, spirit of independence and loyalty to their craft.
TURNO7 plays on the Spanish word for shift “Turno” and Jack’s famous Old No. 7 brand. Each featured business owner has taken on the TURNO7 in some form. Whether it was building their businesses shift after shift or building upon an old craft to develop a new one. Each individual highlighted in TURNO7 embodies the tenacity needed to take on that extra mile they put into their craft.
“We are thrilled to recognize Latino business owners who are making a positive impact in their communities,” said Luis Guy Ricaud, Multicultural Marketing Manager, Jack Daniel’s. “From a traditional boot maker in Houston to a surfboard shaper in Miami, we want to acknowledge individuals who share similar work ethic and values as the Jack Daniel’s brand.”
In addition to the digital content series, TURNO7 will recognize the business owners in their respective hometowns with celebratory events to further highlight their stories and accomplishments. The content series will feature the stories of:
- Chicago: 1840 Creative, Yair Rodriguez and Elvis Ortega
- Dallas: Petit Atelier, Mario Gallegos
- Houston: Al’s handmade Boots, Alvaro Rivera
- Los Angeles: Candela’s Guitars, Tomas Delgado
- Miami: C-Shapes, Carlos Reyes
- New York: Huascar & Co Bake Shop, Huascar Aquino
- San Antonio: Los Barberos, Edwin Santacruz
- San Francisco: Mel Ceramica, Melissa Rice
“Taking part in this program provides Latino business owners like myself with an opportunity to demonstrate our dedication to our crafts,” said Yair Rodriguez, Principal of 1840 Collective. “As minority-owned businesses, we work hard to prove ourselves, and TURNO7 presents an opportunity to showcase our efforts on a national scale.”