I don't care for Jack Daniel's myself, and have never seen this honey flavored version; but the blacked out hive and beekeper are striking images. Making beekeeping badass? Well played Isaiah Seret (Arnold Boston).
Sidenote; Pops keeps bees and I realise a painted hive and dark clothing are not optimal. Incase you care to know, the smokes calms or at least limits the alarm bells of the bees and also prompts them to gorge themselves -reducing their ability to sting.