Jack Daniel’s is celebrating the 150th anniversary of the Jack Daniel Distillery in Lynchburg, Tennessee, in 2016. Through events, special promotions and new products, Jack Daniel’s says it will share the authentic stories of America’s oldest registered distillery with friends of Jack, both old and new.
In 1866, Jasper “Jack” Daniel had the foresight to place his distillery at a source of limestone water flowing from a cave spring in Lynchburg. Jack Daniel’s has been at the forefront of whiskey-making ever since. Today, Jack Daniel’s Tennessee Whiskey is a true global icon found in more than 165 countries around the world and is revered for its individual character and authenticity, according to the brand.
“In a world where change is a constant, it is an incredible achievement to be making whiskey in the same way, in the same place, after 150 years,” said Mark McCallum, president of Jack Daniel’s. “I believe the endurance and success of Jack Daniel’s is the result of our ability to continue to operate according to Mr. Jack’s lifelong motto, ‘Every day we make it, we’ll make it the best we can.’ During this milestone anniversary, we will celebrate our history, traditions and values by continuing to tell the unique and powerful stories that make Jack Daniel’s the unique and very special global brand that it is today. We are looking forward to delighting our brand fans all over the world in some very special ways to celebrate this milestone for Jack Daniel’s.”
Jack Daniel’s 150th yearlong celebration includes commemorative 150th anniversary bottles; Global Barrel Scavenger Hunt; Global Master Distiller for a Day contest; renovations and new facilities at the Jack Daniel Distillery; celebration event in Lynchburg in October; and closing bell ringing and anniversary reception at the New York Stock Exchange.
In the 150 years of the Jack Daniel Distillery, the distilling process has largely remained unchanged. From meticulously crafting each barrel to mellowing each drop of whiskey through 10 feet of charcoal, Jack Daniel’s Tennessee Whiskey is made with the same process pioneered and perfected by Jack Daniel himself, the company says. Today, the quiet town of Lynchburg still produces every single drop of the world’s Jack Daniel’s, proof that mastering a craft with a focus on quality can propel a brand beyond borders and across cultures.