Nashville Food Adventures’ Jack Daniel’s Tennessee Whiskey Adventure Tour begins with the 90-minute bus ride guided by a bourbon specialist from Nashville to the distillery in Lynchburg. Road snacks, drinks and trivia will be provided, but riders will have to bring their own alcoholic drinks onto the bus according to the Nashville Food Adventures website. At the distillery, tourists choose from one of several tour options.

“We can’t re-engage on the campaign until Anheuser-Busch stops their category denigration campaign,” MillerCoors spokesman Adam Collins told Ad Age.  He was referring to the Bud Light corn syrup commercials.

Heineken is also sitting out the campaign, leaving Anheuser-Busch and Constellation Brands funding a promotional effort intended to lift the entire category.

“In principle, we support this initiative. Once everyone comes to the table, of course we will be there,” a Heineken spokeswoman told Ad Age. “We hope that we reach a point where all major players can fully participate.”