Celebrating 150 Years of America’s Whiskey: Jack Daniel’s
Oct. 3, 2016
Celebrating a 150th birthday is a landmark event experienced–and, of course, enjoyed–by very few. For Jack Daniel’s, crafting a whiskey that not only endures, but continues to evolve after a century and a half, calls for a celebration and reflection on a decorated history.
“There is no more iconic brand than Jack Daniel’s,” said Brown-Forman’s David Franke at a recent Philadelphia birthday celebration for Jack Daniel’s. “The story of the brand is just so rich.”
The story began in 1866 when Jack Daniel, a young Tennessee man trained in the trade of distilling, opened the first registered distillery in the U.S. in his hometown of Lynchburg. Jack proudly served as the master distiller, becoming the first member in what is now one of the most exclusive clubs in America. From Jack to Jeff Arnett, the current–and seventh–master distiller of Jack Daniel’s, good Old No. 7 has secured the best seat at the bar when it comes to the nation’s preferred whiskey.
“What started as this little tiny operation in Lynchburg is now the number one selling American whiskey in the world,” said Jason Parsons, Breakthru Beverage account development manager–American whiskey.
Standing atop the American whiskey world doesn’t just happen by accident. Several factors play a role in building, cementing and driving the continued success of the Jack heritage.
Starting with the whiskey itself, the distillery uses water tapped from the pure Cave Spring Hollow, a natural resource serving as the lifeblood of the whiskey. Jack Daniel turned heads when he purchased the land for a then-whopping $2,148. However, when considering that Cave Spring Hollow, with its rich minerals contributing to the essence of every single bottle of Jack, it’s safe to say Daniel’s return was a good one.
He combined this unique resource with a then-unheard of charcoal mellowing technique–a critical, and lengthy–measure of slow dripping unfiltered whiskey to create a distinct smooth finish.
“Who would have thought to charcoal mellow whiskey?” Franke rhetorically pondered. “No other whiskey producer ever thought to do this and it’s still happening today. And when you consider that level of consistency over the years, it’s no surprise why Jack Daniel’s remains a leader in the category.”
In addition to a pioneering production process and widely-loved flavor, the Jack Daniel’s story is one that has been thoughtfully told throughout the years, resonating not only with generations of whiskey drinkers, but also connecting with the likes of Frank Sinatra–an icon with legions of fans forever standing on the top shelf of popular culture.
“Some of the biggest moments for Jack have been when the brand has been adopted by the likes of Sinatra and Mötley Crue,” said Parsons. “Whether it’s the label, the bottle or what’s inside the bottle, Jack just has this cool factor that reverberates with influential celebrities and then trickles down to loyal followers.”
Those loyal followers have helped Jack turn 150, and will continue to make Jack’s story their own as the whiskey ages so gracefully, delivering consumers a familiar old friend that intrigues with its innovations–with Jack Daniel’s biggest innovation being its consistency over the course of serving three different centuries.