Jack Daniel’s is releasing a smartphone app that uses augmented reality to illustrate the history of the brand. The app uses a phone’s camera to recognize a bottle of Jack Daniel’s whiskey. On-screen, the bottle’s label will fold out like a pop-up book with a series of informative dioramas highlighting such topics as the cave spring water used and the distilling process, among others. This brand activation follows a virtual reality experience in 2016 and the launch of the official Jack Daniel’s podcast, “Around the Barrel,” last year. The app is available now as a free download on the Apple app and Google Play stores.