With the holidays looming and with most folks clamoring to figure out the next best gift-giving scenario for friends and family (whom we WON’T be discussing politics with at the table), we thought we might share with you this week some of the incredible beverage campaigns some of our artists have been working on – and maybe a little history lesson to boot. This is Jack Daniels, by Artist Clayton Hauck.
This divine set of images are part of a long legacy of brands of Tennessee whiskey and the family it was crafted by.
• Founding: Jack Daniel’s Distillery was officially established in 1866 by Jasper Newton “Jack” Daniel in Lynchburg, Tennessee. This makes it the oldest registered distillery in the United States.
• Jack Daniel: Born in 1850, Jack Daniel was one of 13 children. He learned the art of distilling at a young age, reportedly from a preacher and moonshine distiller named Dan Call and a skilled enslaved distiller named Nathan “Nearest” Green. Nearest Green would later become the first master distiller of Jack Daniel’s whiskey, a story that has gained recognition in recent years.
The Whiskey
• Tennessee Whiskey: Jack Daniel’s is a type of Tennessee whiskey, distinguished by the Lincoln County Process, where the whiskey is filtered through charcoal made from sugar maple wood before aging. This gives it a smooth, mellow flavor.
• Old No. 7: The label’s most iconic product, Jack Daniel’s Old No. 7, became widely popular. The origin of the name “Old No. 7” remains a mystery, though theories range from it being related to a lucky number to a lost government registration number.
Growth and Legacy
• Prohibition Era: During Prohibition (1920–1933), the distillery ceased production. It resumed after the repeal of Prohibition, though Lynchburg remained a dry county (a status it retains to this day). Despite this, visitors can still purchase commemorative bottles at the distillery.
• Ownership: After Jack Daniel’s death in 1911, his nephew, Lem Motlow, inherited the distillery. Lem played a key role in navigating the company through Prohibition and rebuilding it afterward.
• Global Expansion: In the 20th century, Jack Daniel’s transitioned from a regional favorite to a global phenomenon. Today, it’s distributed in over 170 countries.
Cultural Impact
• Jack Daniel’s has become more than just a whiskey brand; it’s a cultural symbol:
• It has associations with music, particularly rock and roll, through artists like Frank Sinatra and Lemmy Kilmister of Motörhead.
• The distinctive black-and-white label and square bottle are instantly recognizable worldwide.
Modern Day
Today, Jack Daniel’s is owned by the Brown-Forman Corporation, which acquired the brand in 1956. The distillery remains in Lynchburg, producing a range of products, including flavored whiskeys, premium offerings like Gentleman Jack, and limited-edition releases.
Its enduring popularity is a testament to its quality and the legacy of those who built it.
