Having way too much fun for an ad.
For the purposes of pure research I looked over other liquor ads on Instagram. I didn’t come across any free coupon advertising, but otherwise it was very instructive. The Jack Daniel’s ad likely has the highest visibility, with the most “influencers.” I had to look this up since I didn’t know that was a thing.
“Influencers” are evidently users that employ your brand hashtag and who have very high numbers of followers. In the Jack Daniel’s ads there are no real dramatic moments, and in only one instance does somebody have a glass travelling toward their mouth. We would assume that it would bounce harmlessly off of their closed lips, since everyone else is evidently completing abstaining and holding glasses of ice to heal their hand after turning the fire log.
Even more instructive is that other liquor manufacturers all use the “Please drink responsibly” admonition at the ends of their ads. The Aviation American Gin ad does not see the need to include that. And you can’t blame them, since a disclaimer like that would be in harsh juxtaposition to what the ad is portraying.