Daniel's Tennessee Whiskey
Jack Daniel's Visitor Center
Lynchburg, Tennessee, USA 37352
Viewer's Comments about Jack Daniel's
Note: Though technically not a Bourbon (it's
a Tennessee Sour Mash), we've included Jack Daniels in our
Bourbon collection because of its legendary popularity in
the United States.
The Home of Jack: The Jack Daniel Distillery –
the oldest registered distillery in the U.S. – is
where it all happens. It's where Mr. Jack first crafted
the recipe for Old No. 7. It's where the pure, iron-free
cave spring water flows. And it's where every drop of Jack
Daniel's Tennessee Sippin' Whiskey is still made today.
Jack Daniel The Man: Yes, Jack Daniel was
a real person, and a pretty fascinating one at that. From
birth to death, legend surrounded him. And in between he
created Jack Daniel's Tennessee Whiskey. That alone makes
him legendary in our eyes.
Mr. Jack's Birthday: No one really knows
exactly when Jack Daniel was born. A town fire destroyed
the courthouse records, and conflicting dates on Mr. Jack's
and his mother's headstones have left his date of birth
in question. It's customary to celebrate Mr. Jack's birthday
in September – so he gets a whole month. But for a
man as unique as Jack Daniel, one day just wouldn't seem
Mr. Jack's Calling: Jack Daniel left home
at an early age and was raised by a family friend named
Dan Call. Mr. Call was a Lutheran minister, but also owned
a whiskey still just outside of Lynchburg. It was here where
young Jack learned about making whiskey. In September of
1863, when Jack was only 13 years old, Call decided to devote
his life to his ministry and sold him the still.
Cave Spring Water: Jack Daniel's Tennessee
Whiskey is made with cool, pure, iron-free cave spring water
from right here in the Hollow. This water flows year-round
at 800 gallons per minute at a constant temperature of 56°
and is virtually iron free. It's the reason why the Distillery
was located in this spot originally – and why it's
remained there ever since. Just outside the cave you'll
find a statue of Jack Daniel. The man himself, standing
guard over this prized spring.
Making History: The Jack Daniel Distillery
was licensed in 1866, making it the oldest registered distillery
in the United States and a National Historic Site.
Lucky No. 7: As you may have already noticed,
there are quite a few legends surrounding the Old No. 7
brand and many stories have been passed down about its significance.
Some say that Jack Daniel had 7 girlfriends, or that the
way he wrote his “J” looked like a 7. Some say
he chose the number 7 simply because it's lucky. We'll never
know for sure – Mr. Jack took that secret to the grave.
Either way, we consider ourselves lucky that he created
Jack Daniel's the way he did.
Mixing Jack Daniel's and Music: In 1892,
Jack Daniel created the Silver Cornet Band to draw crowds
to the Lynchburg Square and his two saloons – the
White Rabbit and the Red Dog. He ordered all of the instruments
– including, of course, cornets – from the Sears
and Roebuck catalog for less than $300 and had Jack Daniel's
Old No. 7 painted on the side of the drum.
The thirteen “musicians” who made up the band
weren't technically musicians at all – they were townspeople
from Lynchburg. Despite their lack of experience, the band
was good – and known and loved throughout the region.
Mr. Jack's Silver Cornet Band even played the campaign swings
of presidential candidate William Jennings Bryan and Tennessee
gubernatorial candidate Robert Love Taylor. The band disbanded
when World War I began and the men of Lynchburg volunteered
for service. Even though their music came to an end, their
story lives on.
The Safe: As the story goes, Mr. Jack
arrived at work early one morning and tried to open the
safe in his office. Thing is, he couldn't recall the combination.
In his frustration, he gave that safe a good, solid kick.
The blow broke his toe and infection set in, leading to
the blood poisoning that would take his life in 1911. Because
he never married or had children, he deeded the Distillery
to his hard-working nephew, Lem Motlow. Some people say
Jack Daniel not only left his Tennessee Whiskey behind,
he left us all a valuable lesson as well: Don't go to work
Jack Daniel's Grave: Though still with
us in spirit, Jack Daniel died in 1911. He's buried in the
Lynchburg town cemetery, and you can find his grave by looking
for the two chairs next to his headstone. It's said that
the chairs were placed there to comfort the many local ladies
who mourned his passing.
Crafting Jack Daniel's: We do things a
little differently around here – and that's what gives
Jack Daniel's its distinctive character. We Charcoal Mellow
our whiskey drop by drop, then let it age in our own handcrafted
barrels. And we don't follow a calendar. Our Tennessee Sippin'
Whiskey is ready only when our tasters say it is. We use
our senses, just like Jack Daniel himself did. In fact,
more than a century later, our Tennessee Whiskey is still
judged the same way. By the way it looks. By the way it
smells. And of course, by the way it tastes.
Jack Daniel believed "Every day we make it, we'll make
it the best we can." For him, that meant mellowing
his whiskey drop by drop through ten feet of sugar maple
Seven generations later, we still mellow our whiskey just
as Mr. Jack did. The reason is simple: it imparts a distinctive
smoothness folks have come to expect from Jack Daniel's.
Charcoal Mellowing makes Jack Daniel's what it is –
a Tennessee Whiskey and not a Bourbon. It refines our whiskey's
rich flavor even before we fully mature it in barrels of
our own making. Yes, it's a painstaking process that demands
extra attention and makes our whiskey a bit more costly
to craft. But Mr. Jack wouldn't have it any other way. Neither
A Mature Taste: We all know age isn't the
same thing as maturity. It's true of people and it's true
of whiskey. Experience determines maturity. It's what a
whiskey experiences while inside the barrel and not simply
how long it's been there that gives it the rich color, character,
and taste that we call mature. Mellowing our whiskey through
ten feet of sugar maple charcoal, crafting our own barrels,
and placement in the barrelhouse—each contributes
to how our whiskey matures. Age by itself isn't a reliable
measure of a whiskey's quality and character. Which is why
our tasters tell us when the whiskey is ready. We judge
its quality the same way you do – with a sip.
Not Just Any Barrel. Our Barrel: An important part
of making our quality whiskey is making a quality barrel.
That's why we devote the same care and attention to barrel
making as we do to making Jack Daniel's itself. We start
by selecting the very best white oak for the barrel staves.
Our craftsmen fit the staves together by hand, then carefully
toast and char the inside of the barrel to caramelize the
wood's natural sugars. It's from the toasted oak that the
whiskey draws its rich amber color, distinctive flavor,
and finish. We entrust our whiskey only to new white oak.
The barrel's quality is so important to us that we're the
only distiller who goes to the extra effort and expense
to craft our own.
A Square Bottle for a Square Shoote: r Jack
Daniel first bottled his whiskey in earthenware jugs. By
the late 1870s, however, glass bottles were all the rage,
so Mr. Jack went with a standard, round, glass-mold bottle
embossed with the Distillery name. But this didn't satisfy
him for long. His whiskey was different and he figured the
bottle he put it in should be, too. Then in 1895, he found
it when a salesman with the Alton Glass Company introduced
him to an unusual square bottle with a fluted neck. Legend
has it Mr. Jack said since he was a square shooter, he should
have a square bottle. More than 100 years later, the square
bottle remains a symbol of Jack Daniel's unique heritage.
As for Mr. Jack, he remained quite the bottle aficionado,
and continued to introduce eye-catching commemorative bottles
in limited quantities. Today, the Distillery carries on
this tradition, issuing decorative decanter bottles from
time to time. Some of the bottles honor Mr. Jack's accomplishments,
while others capture the spirit and style of the time they
That Famous Label: Some folks might think
the label on our Old No. 7 Whiskey Bottle is kind of cluttered.
But there's a lot packed on that label. A list of gold medals
Jack Daniel's has won. A little history. And some of the
many stories that make Jack Daniel's unique.
Award Winning Whiskey: Back in 1904, Jack
Daniel decided to take his whiskey to the World's Fair in
St. Louis. Folks wondered what this little man from Tennessee
was doing there. But they didn't wonder for long. He became
the toast of the Fair, winning the Gold Medal for "the
world's finest whiskey." And it didn't stop there.
Throughout the years, Jack Daniel's has brought home the
prize from competitions the world over.
- 1904: First gold medal won by Jack Daniel's Whiskey
at the World's Fair in St. Louis.
- 1905: First international gold medal won by Mr. Jack
in Liege, Belgium.1913: Lem Motlow entered Jack Daniel's
Whiskey and won this gold medal in Ghent, Belgium.
- 1914: Gold medal awarded during the Anglo-American Exposition
in London, England.
- 1915: The Certificate of the Institute of Hygiene was
presented to Jack Daniel's in London, England.
- 1954: The Star of Excellence awarded Jack Daniel's in
- 1981: Gold medal with palm leaves from Institut Pour
Les Selections De La Qualite, Amsterdam.
Gold Medal Decanter series was created to commemorate these
honors. There are seven collectible bottles, and each one
bears the medal for which it's named. Look for these special,
limited edition Gold Medal bottles at your spirits retailer.
You may not know that we have several brands in our family.
And just as every member of your family is different, our
brands are different as well. But there's one thing they
all have in common and that's the spirit of Jack Daniel's.
Courtesy of Jack Daniel's Distillery
We still mellow our whiskey just as Mr. Jack did.
The reason is simple: it imparts a distinctive smoothness
folks have come to expect from Jack Daniel's. Charcoal
Mellowing makes Jack Daniel's what it is – a
Tennessee Whiskey and not a Bourbon. It refines our
whiskey's rich flavor even before we fully mature
it in barrels of our own making. Yes, it's a painstaking
process that demands extra attention and makes our
whiskey a bit more costly to craft. But Mr. Jack wouldn't
have it any other way. Neither would we.
Just like Jack Daniel's Tennessee Whiskey and Jack
Daniel's Single Barrel, Gentleman Jack is Charcoal
Mellowed before going into the barrel.
Gentleman Jack, however, receives an additional “blessing”
when it is Charcoal Mellowed again after reaching
maturity – making it the only whiskey in the
world to be Charcoal Mellowed twice, giving it ultimate
smoothness. Gentleman Jack is full-bodied with fruit
and spices, and its finish is silky, warm, and pleasant.
When you drink Gentleman Jack, you'll always enjoy
rich, rewarding taste.
JACK DANIEL'S SINGLE BARREL
Jack Daniel's Single
Barrel Whiskey is handcrafted from a single barrel
individually chosen by our Master Distiller, which
pretty well explains how it got its name.
Single Barrel is aged in select areas of the warehouse,
which causes its color and taste to deepen further.
Robust and bold-flavored, this whiskey has notes
of toasted oak, vanilla, and caramel. One barrel,
one unique taste.
Daniel's Whiskey Distillery
Distillery Tour Information Lynchburg
is the seat of Moore County, the smallest county in Tennessee.
Even though it's home to the Distillery, it's a dry county
and has been ever since Prohibition. And while the Distillery
may be the main attraction here, you don't want to miss
other local favorites like lunch at Miss Mary Bobo's Boarding
House and a trip to the Lynchburg Hardware And General Store.
If you want to explore all the sights in Lynchburg, take
your time. There's plenty to see.
Hours of Operation Tour hours are: 9:00
a.m. to 4:30 p.m. Central Time. We're open every day except
Thanksgiving, Christmas Eve, Christmas, New Year's Eve, and
New Year's Day.
Whenever you're in the vicinity of Lynchburg, just over
an hour's drive from Nashville, drop by for a firsthand
look at our Distillery. One of our guides will accompany
you on a tour and tell you the complete story of our whiskey.
And you'll probably hear an interesting story or two about
Mr. Jack as well.
Nearly a quarter of a million people make their way to Lynchburg,
Tennessee every year and for many, it's a pilgrimage to
see the Distillery where Jack Daniel's Whiskey has been
made for more than a century and a half.
The Distillery is about 75 miles southeast of Nashville,
Master Distiller Jeff Arnett You may not
know Jeff Arnett, chances are, you're familiar with his
work. Jeff is only the seventh Master Distiller at the Jack
Daniel Distillery. He oversees the entire whiskey-making
process of milling, yeasting, fermentation, distillation,
Tours last about an hour and fifteen minutes and start every
fifteen minutes or so. Visitors are asked not to take backpacks
or large bags.
Due to Tennessee law, the White Rabbit Bottle Shop is closed
on Sundays. It is also closed on the days the Distillery is
closed to visitors, as well as on certain holidays like the
Fourth of July and Labor Day. However, we are allowed to do
business on Election Day. So plan your visit accordingly should
you desire to purchase Jack Daniel's commemorative decanters
from the White Rabbit Bottle Shop.
Bobo's It began as a traveler's hotel in 1867,
where Jack Daniel took many a noonday meal. Miss Mary Bobo
ran her boarding house until her death in 1983, one month
shy of her 102nd birthday. Miss Mary Bobo's Boarding House
Restaurant still stands today, welcoming visitors for home-cooked
Aside from being known far and wide for her hospitality,
Miss Mary is also the oldest woman ever to appear on the
pages of Playboy Magazine. In an ad for Jack Daniel's, of
Today the proprietress at Miss Mary's is Jack Daniel's great-grandniece,
Lynne Tolley. And not only is she the proprietress of the
Boarding House, she's also an official taster at her Uncle
Jack's distillery. Monday through Saturday, she prepares
the noontime meals at Miss Mary's. As Lynne always says,
“As Jack Daniel's great-grandniece, I guess you could
say it's in my blood to carry on the family tradition.”
Directions from Nashville Take Interstate
24 East toward Chattanooga to Exit 81A (Murfreesboro/Shelbyville
exit.) Turn right on Highway 231 and drive into Shelbyville.
Once in Shelbyville, look for a Kentucky Fried Chicken restaurant
on your left. Continue on Highway 231 and turn left at the
third traffic light. This will put you on Highway 82. Follow
Highway 82 approximately 15 miles until it dead-ends into
Highway 55. Turn right and go 1.5 miles into Lynchburg.
Directions from Chattanooga From Chattanooga,
take Interstate 24 West toward Nashville to Exit 111 (Manchester
exit). Turn left on Highway 55 through Manchester and Tullahoma,
then into Lynchburg.
Directions from Huntsville, AL From Huntsville,
AL, follow Highway 231 North to Fayetteville, pick up Route
64, and then take Highway 50 to Lynchburg. When you get
here, the Distillery is easy to spot. Drive through Lynchburg
and the entrance into our Visitor Center parking area is
two blocks past our only stoplight, right off Highway 55
next to the Mulberry Creek Bridge.
Contact Us / Question & More Info
Jack Daniel's Visitor Center
Lynchburg, Tennessee, USA 37352
Phone: (931) 759.6357
BBQ Hill If there was one thing that Jack
Daniel was known for almost as much as making Tennessee
Whiskey, it was entertaining. And no doubt about it, Mr.
Jack would have been proud to host a few gatherings at the
Jack Daniel's Barbecue Pavilion.
Opened in the spring of 2004, Barbecue Hill hosts private
events as well as select holiday weekend luncheons known
as Noon Time on Barbecue Hill. The open-air pavilion offers
a spectacular view of the Jack Daniel's Hollow and the town
of Lynchburg, Tennessee. And it's tailor-made for good southern
cooking and old-fashioned fun.
The menu includes sumptuous barbecue chicken and tangy
pulled pork, creamy coleslaw, homemade potato salad, bubbling
baked beans, hot homemade cornbread, tipsy baked apples,
Jack Daniel's special chocolate-pecan pie, and home-brewed
tea, coffee and lemonade. You'll enjoy listening to live
music performed by local artists as well as playing a game
known as bung toss (each guest receives a branded bung!).
One thing's for sure: You'll never get bored at Barbecue
Because Noon Time on Barbecue Hill is open to all ages,
no alcohol is served. The cost for lunch is $25 for adults
and $10 for children ages 4-11; children ages 3 and under
eat free. Lunch check in is at 10:30AM (CST). For more information
or to make a reservation, call (931) 759-6993 by noon on
Thursday or send an email to the Visitor
The Jack Daniel's Barbecue Pavilion can be reserved by companies
or organizations wishing to host private, traditional Jack
Daniel's Barbecues for 50 or more people. Please call (615)
759.6319 or email Jessica
Allen for more information.
Courtesy of Jack Daniel's Distillery
letter from the 80s with old Labels (click on photos for