Jack Daniel’s Launches Highway No. 7 in Indio, CA on April 26.
Jack Daniel’s is expanding its music legacy with the launch of Highway No. 7, a new music experience that celebrates a wide range of genres at various stops across the United States in 2025. The inaugural event kicks off on April 26 from 12–4 p.m. at the Old Polo Estate in Indio, CA, featuring live performances from rising singer-songwriter Max McNown and the viral twin-brother producer/DJ duo MC4D. This immersive event combines live music, local culinary offerings, stylish lounges, and handcrafted Jack Daniel’s cocktails.
A New Chapter in Music and Culture
The Highway No. 7 event in Indio is designed to blend music, culture, and creativity by offering guests an opportunity to experience live performances in a vibrant setting. The celebration is open to guests aged 21 and over, with event registration available online. This initiative is part of Jack Daniel’s commitment to celebrating artists and communities, while linking the heritage of the brand with the dynamic energy of modern music.
Importance of Music to Jack Daniel’s Brand
“Music has always been at the heart of Jack Daniel’s, and Highway No. 7 is the perfect next step in that journey,” said Arty Masterson, Brand Director for Jack Daniel’s Tennessee Whiskey. “Highway No. 7 celebrates the artists, communities, and culture that push society forward, and we can’t wait to hit the road and bring this experience to all corners of America.”
Celebrating Diversity in Music
Highway No. 7 will feature a range of music genres from hip-hop and folk to Tejano and country, with future stops planned in cities where music thrives. Each event is set to honor local culture alongside the storied legacy of Jack Daniel’s. For more detailed information about the event and future stops, visit jackdaniels.com.
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