“Klek shops,” or “squat shops,” are a true Sofia icon. In the 1990s recession, basements were repurposed into small stores where customers had to squat to make purchases. Jack Daniel’s took an abandoned “klek shop” and redesigned it into “Klek Shot” — a pop-up bar where visitors squatted to receive a shot of the new Tennessee Apple whiskey. Over 1,500 people tried it, boosting sales by 80%, compared to the initial launch of the product.
Jack Daniel’s Klek Shot
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