The world’s number one bourbon and enduring American icon, Jim Beam, along with rising country artist, Reyna Roberts celebrated the relaunch of Jim Beam Black at “The Seventh Sense” event in New York City.

Hosted by seventh and eighth-generation Master Distillers, Fred and Freddie Noe, attendees experienced a sensorial journey through the traditional five senses - touch, sound, sight, scent, taste -, tested their sixth sense of intuition, and were introduced to the Jim Beam Black “Seventh Sense” – the unspoken feeling of connection when sharing with others. Guests enjoyed custom Jim Beam Black cocktails, including the Jim Beam Black old fashioned, mixed by the Noe’s with a special live set from Reyna Roberts performing top hits including Stomping Grounds, Bad Girl Bible, Raised Right, and more!

Additional notable guests included Actress Larsen Thompson, Stylist Beverly Nguyen, and Internet Personality Miles Reza.

Image credit: Getty Images, Sean Zanni for Jim Beam, Adam Whyte for Jim Beam