Jack Daniel’s Tennessee Fire brand, a cinnamon-flavored liqueur, has joined forces with a group of prominent drag queens to release a web series called Drag Queen Mukbang. The idea, made in collaboration with marketing agency IW Group, is to combine the campy humor of a drag queen brunch with the fascinating allure of a mukbang, an online video genre that involves a host consuming a heap of food as they interact with viewers. And it’s all to raise awareness about how the pandemic has impacted members of the LGBTQ community.

“While Covid-19 affected our industry hard, especially the bar and restaurant community, it hit the LGBTQ+ community as well,” said Fabricia da Silva, field marketing manager of Jack Daniel’s. “Cancellations and postponements of Pride festivals meant that artists would lose one of their sources of income and a platform to advocate for equality and inclusion, while nonprofit organizations providing vital services to the LGBTQ+ community would miss out on funding raised by said events.”

The four-episode weekly web series, which debuts this Saturday on JackFirePride.com, features Patrick Starrr, Gia Gunn, Eugene Lee Yang and Laganja Estranja. Each episode was filmed by the hosts, who, among all the jokes and eating, will discuss how Covid-19 has altered their livelihood.

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