lynchburg tn whiskey tour

Welcome to Lynchburg TN!

Small town values and perfect Americana living are alive and well in Lynchburg, a small town of 5,500 or so residents tucked away in the rolling hills of Moore County Tennessee. It might be small, but it’s home to one LARGE industry – the Jack Daniels Distillery – which is the oldest registered distillery in the United States and averages over 250,000 visitors every year. Every ounce of Jack Daniels Tennessee Whiskey is produced here, fed by the pure, iron-free cave water springs nearby. Tour information can be found on our Jack Daniels page.

JD is just one aspect of Lynchburg, though, as the quaint downtown square and 100 year old courthouse provide a perfect setting for antiques shopping, perfect country dining, store browsing, and relaxation.

A drive around the surrounding countryside exposes you to serene rolling hills, vintage old homes & churches, as well as horse and cattle farms.

Life moves at a slower pace in Lynchburg – a pace we think you’ll find intoxicating.

Drop by and see us sometime!

Jack Daniel’s Distillery Tours

The birthplace of an american icon: lynchburg, tn.

In the heart of Middle Tennessee , surrounded by the lush, rolling hills, is Lynchburg , a jewel of tradition and history. More than a pinpoint on a map, Lynchburg is a living canvas, painting a picture of American heritage and timeless values. This picturesque town, located comfortably away from the lively buzz of Nashville , offers a serene retreat into an era where every moment is savored, and every handshake is a bond. Embark on our Nashville Whiskey Tour , a sensory journey through the heart of Tennessee , where the rich history of whiskey and the vibrant spirit of Nashville blend into an unforgettable experience.

The essence of Lynchburg is captured not just in its sights but in the air you breathe. With its rustic charm, the town exudes tranquility, a welcome respite from the relentless pace of modern life. As you stroll through its peaceful streets, the soft melodies of nature and the gentle cadence of daily life blend harmoniously, creating a symphony that celebrates simplicity and authenticity.

This tranquil town, a short journey from the vibrant heart of Nashville, offers a unique contrast to the modern world’s rush. In Lynchburg, time moves at a different pace, inviting visitors to pause and relish the joy of the present. It’s a place that reminds us of the importance of heritage, of the enduring legacy of a well-lived life. Lynchburg doesn’t just represent a location; it embodies a way of life where every moment is an opportunity to create lasting memories.

Whiskey Trail Tours: Your Conduit to a Timeless Journey

At Whiskey Trail Tours, we understand the allure of this golden elixir. Our Whiskey Trail Tours Nashville are not just trips; they’re curated experiences steeped in sophistication and tailored to the connoisseur in you. Imagine a journey where every detail is refined, every moment cherished. From Transportation from Nashville to Jack Daniel’s Distillery to an enlightened guide weaving stories of past and present, we offer more than a ride; we offer an indulgence. As you recline in the plush comfort of our premium vehicles, the scenic beauty of Tennessee’s countryside unfolds before you, a prelude to the rich experience awaiting the distillery. Each whiskey tour is a unique blend of education and pleasure, designed to immerse you in the world of whiskey, where every sip tells a story of heritage and artistry.

Jack Daniel’s Distillery: A Symphony of Tradition and Taste

Embark on a journey that transcends mere distance, from the vibrant heart of Nashville to Jack Daniel’s Distillery. This pilgrimage is not just about traversing miles; it’s about traveling through a rich tapestry of time and tradition. The Jack Daniel’s Distillery , situated in the picturesque landscape of Lynchburg, Tennessee, is more than a destination; it’s a living legend, a cradle of the American whiskey heritage.

A Legacy Woven Through Time

The tale of Jack Daniel’s Distillery unfurls like the pages of a richly detailed novel, beginning in the late 1800s with the invincible and visionary Jasper Newton “Jack” Daniel. Born in 1846, Jack Daniel was a man and a force of nature, driven by an unwavering passion for whiskey-making. He learned the craft from a local Lutheran minister and distiller, Dan Call, and a skilled enslaved man named Nathan “Nearest” Green, who would later become Jack Daniel’s first master distiller and a vital contributor to the whiskey’s unique character.

Jack Daniel officially registered his distillery in 1866, making it the first in the United States. Located amidst the picturesque hills of Lynchburg, Tennessee, the distillery is strategically positioned near a prime source of pure, iron-free cave spring water, which remains the vital essence of Jack Daniel’s whiskey.

Both triumphs and challenges marked the early years. Jack’s dedication to quality quickly set his whiskey apart, earning accolades and a growing following. However, the journey wasn’t without its hurdles. Prohibition hit in the early 20th century, forcing distilleries to cease operations. Yet, the resilience ingrained in its foundation ensured that Jack Daniel’s legacy would endure these trying times.

After Jack Daniel’s passing in 1911, the distillery was inherited by his family and later sold to a local businessman, Lem Motlow. Motlow, Jack’s nephew, was a man who shared Jack’s passion for whiskey making. Under his stewardship, and later that of his descendants, the distillery survived Prohibition and thrived in the following decades, expanding its reach and reputation.

Today, the Jack Daniel’s Distillery Tour from Nashville takes you through storied places where you can almost hear the echoes of the past in the rhythmic dripping of the stills and the quiet aging of the barrels. It’s a place where the spirit of Jack Daniel and his successors continue to oversee every batch of whiskey.

Every drop embodies the dedication of a lineage of artisans who have committed to mastering the art of whiskey-making, ensuring that Jack Daniel’s name continues to be associated with unparalleled quality and distinctive character.

As you stand amidst the distillery’s rustic charm and serene landscapes, every barrel, building, and brick seems to whisper these tales of yesteryears, echoing the enduring legacy of its founder and the generations that followed.

Journey Through the Heart of Whiskey Making

The Jack Daniel’s Distillery Tours offer a deep dive into the fascinating world of whiskey creation, a journey that engages the palate and the soul. From the moment you set foot on the hallowed grounds of the distillery, you’re entering a realm where every detail is steeped in tradition, and every process is an ode to perfection.

Your journey begins with the foundational elements of whiskey making – the grains. Jack Daniel’s is known for its meticulous corn, rye, and barley selection. These grains are not just ingredients but the building blocks of flavor. The tour guides expertly narrate how each grain contributes to the final product, offering insights into the careful balance required to create the signature taste of Jack Daniel’s whiskey.

As you delve further into the process, you’ll encounter the unique Lincoln County Process, a defining step in crafting Jack Daniel’s whiskey. This involves filtering the spirit through handcrafted charcoal, which imparts a distinctive smoothness to the whiskey. Witness the mellowing vats, where the clear, raw spirit is transformed, drop by drop, emerging with a gentle, smoky sweetness.

Perhaps the most magical phase of the journey is the barrel aging process. In the vast barrelhouses, where time stands still, you’ll see rows of oak barrels, each silently nurturing the whiskey within. The Jack Daniels Distillery Tours illuminate the importance of the barrels, crafted from American white oak and charred to perfection, which impart rich colors and complex flavors to the whiskey over years of patient aging.

As the whiskey reaches its peak, the blending and bottling process begins. This stage is where the artistry of the master distillers comes to the forefront, ensuring that each bottle of Jack Daniel’s maintains the consistent quality and flavor profile the brand is known for. The Tours of Jack Daniels Distillery offer a rare glimpse into this meticulous process, highlighting the precision and care that goes into every bottle.

A Symphony of Flavors: Whiskey Tasting Experience

The culmination of the Jack Daniel’s Distillery Tours is, undoubtedly, the whiskey tasting. In Nashville and at the distillery, each tasting session explores the senses. You’re guided through various flavors, from the classic Old No. 7 to limited edition expressions. Each sip reveals layers of complexity, from warm caramel notes to subtle hints of fruit and spice, narrating the distillery’s rich history and unwavering commitment to excellence.

This voyage, complete with meticulous Transportation to Jack Daniel’s Distillery , transcends a mere tour; it’s an immersive odyssey that forges a deep connection with the soul of Jack Daniel’s. This iconic brand stands as a pillar in the world of spirits, and through this journey, you become part of its narrative. Each step taken, each process observed, and each flavor savored adds to the rich, ongoing story of American whiskey making.

Elegance and Comfort in Every Journey

With Whiskey Trail Tours, your Transportation from Nashville to Jack Daniel’s Distillery is integral to the luxurious experience. Our services, including Jack Daniel’s Distillery Transportation from Nashville , are crafted to provide comfort and elegance, enhancing your journey into the heart of whiskey country.

Linking Nashville and Lynchburg in Harmony

The bond between Nashville and Jack Daniel’s Distillery is woven from shared history, culture, and an appreciation for the finer aspects of life. Our tours blend Nashville’s vibrant energy with Lynchburg’s timeless tranquility. Whether returning on the Jack Daniel’s Distillery to Nashville route or embarking on the comprehensive Tours of Jack Daniel’s Distillery , each experience is a journey into the essence of American whiskey heritage.

Join us on this extraordinary exploration, a passage through time, tradition, and taste, where every mile is a story and every sip a celebration of Jack Daniel’s legacy.

From Sedans to Motorcoaches: Luxury in Every Mile

At Whiskey Trail Tours, we elevate each journey, ensuring that your transportation to Jack Daniel’s Distillery or along the whiskey trail tours in Nashville is luxury and style. Our fleet , a perfect blend of elegance and functionality, is specifically designed to make your trip to the distillery as memorable as the destination itself.

Embark on your journey with our sleek sedans, the ideal choice for intimate explorations or smaller groups seeking a personal touch in their Transportation to Jack Daniel’s Distillery . These vehicles offer a serene, private ambiance, perfect for those who wish to contemplate the rolling landscapes of Tennessee in quiet comfort.

Our spacious SUVs provide the perfect balance of luxury and practicality for medium-sized groups. These vehicles are ideal for family excursions or small group tours, offering ample space to relax and enjoy the journey, whether heading for a Jack Daniel’s Distillery tour from Nashville or exploring the broader whiskey trails.

Regarding accommodating more prominent groups, our motorcoaches offer a spacious and comfortable environment. These vehicles are ideal for those who are part of a significant gathering or event, ensuring that every guest travels in comfort and style, a crucial aspect of our Jack Daniel’s Distillery Transportation from Nashville .

Our Stretch and Sprinter Limousines provide an unmatched level of elegance and exclusivity for those special occasions or when a touch of luxury is desired. These vehicles transform your Nashville Whiskey Tour into an extraordinary experience, perfect for celebrating special moments in style.

Our Executive Sprinters, Mini Buses, Limousine Coaches, and large Motorcoaches cater to the needs of larger groups, ensuring that your journey, whether it’s part of the Whiskey Trail Tours Nashville or a customized tour, is comfortable, enjoyable, and in line with the highest standards of luxury.

A Gateway in the Sky: Nashville Airport to Jack Daniel’s Distillery

From the moment you land at Nashville International Airport , you’re not just arriving at a city; you’re stepping into the prologue of a captivating story that leads to the legendary Jack Daniel’s Distillery. This airport, a bustling hub in Music City’s heart, is the perfect starting point for whiskey exploration. It’s here where anticipation begins to build, where the excitement of discovery starts to bubble up, much like the rich, amber whiskey waiting at your journey’s end.

Our transportation service, bridging Nashville Airport to Jack Daniel’s Distillery , is designed to transform your transportation into an experience of effortless elegance. As you depart from the airport, you are whisked away from the hum of the city into the tranquil embrace of Tennessee’s countryside. Each mile traveled is a gradual unveiling of the region’s beauty, a scenic transition from the urban vibrancy of Nashville to the serene, lush landscapes that cradle the distillery.

As you journey from Nashville Airport to Jack Daniel’s Distillery , our commitment to your comfort is unwavering. Our vehicles, a fleet that embodies luxury and class, provide a haven of relaxation. It’s a journey where every detail is catered to, ensuring that the transition from the tarmac to the tasting room is as smooth as the whiskey you’re about to savor.

As the final stretches of road bring you closer to the distillery, anticipation crescendos. The iconic Jack Daniel’s Distillery emerges as a destination that’s not just a place but a journey’s fulfillment. Join us for this exceptional journey, where the journey is not just a route but an integral part of an unforgettable whiskey adventure.

A Toast to Unforgettable Memories

With Whiskey Trail Tours , your expedition to Jack Daniel’s Distillery transcends the ordinary. It’s an odyssey that blends history, culture, and the fine art of whiskey making. As you return to Nashville, carrying with you both memories and bottles of the finest whiskey, know that you’ve not just witnessed a process; you’ve become part of a legacy.

Embark on this extraordinary journey with our Jack Daniels Distillery Tours . Contact us at (615) 244-5466 , email [email protected] , or reach out through our reservation form. Your passage through time, tradition, and taste is a reservation away.

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10 Fun Facts From The Jack Daniels Distillery Tour (+ A Guide To Lynchburg Tennessee Attractions)

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Jack Daniels and coke is as American a highball cocktail as you can get – mixing two great American drink traditions. Despite my British husband trying to convert me to gin and tonics, I am still a big fan of Jack and Coke.  So I was super excited to visit the world-famous Jack Daniels in Lynchburg TN to take a Jack Daniels Distillery tour which explains how Jack Daniels Tennessee Whiskey is made. Then I got to check out the Lynchburg Tennessee attractions in downtown Lynchburg for its restaurants and stores. There are some great Southern barbecue places and the Lynchburg General Store is the place to stock up on Jack Daniels merchandise.

Jack Daniels Distillery Tours

The Jack Daniels Distillery Tours are super popular. Three hundred thousand people visit Jack Daniels Lynchburg TN every year! The busiest times to tour Jack Daniels distillery tend to be summer weekends. 

Types of Jack Daniels Distillery Tours

There are four types of Jack Daniels distillery tours. Every Jack Daniels distillery tour starts out essentially the same but they end differently. 

• The Dry County Distillery Tour does not have a whiskey tasting at the end and it is open to all ages.
• The Flight of Jack Daniels Tour has a whiskey tasting of 5 Jack Daniels products.
• I took the Jack Daniels Flight of Angels tour at the end of which is a selection of mid-range whiskeys to taste. At the end of the Jack Daniels Distillery tours, I got souvenir Jack Daniels glasses which were pretty cool!
• The Taste of Lynchburg Tour includes the tour, the whiskey tastings and lunch at Miss Bobo’s.

The whiskey options the Flight of Angels Jack Daniels Distillery Tour

Each of the Jack Daniels Distillery tour and the Flight of Jack Daniels Tour lasts an hour and a half. The whiskey-free tour is marginally shorter and the Taste of Lynchburg takes 3 hours. 

Tennessee Whiskey vs. Bourbon

The Jack Daniels Distillery Tour shows you how charcoal mellowing to filter whiskey is a special step for Tennessee Whiskey (versus bourbon – that OTHER Southern whiskey).

Jack Daniels charcoal is made with maple sugar

Jack Daniels Tennessee Whiskey uses the so-called Lincoln County method of charcoal mellowing where the whiskey is slowly dripped through 10 feet of charcoal (and another 3 feet of charcoal if its double mellowed like Jack Daniels Gentleman Jack). It can take a few days for the whiskey to be charcoal mellowed.

After the filtration process, the whiskey comes out clear. The distinctive color of Jack Daniels comes from the white oak barrels where the whiskey is kept. 

You can see how Jack Daniels Tennessee Whiskey changes color in the Jack Daniels Barrels.

Jack Daniels in Lynchburg TN

Believe it or not, Moore County (where the Jack Daniel’s Distillery Lynchburg Tennessee is located) has been a dry country since 1909. In 1995, an exception was made for the Jack Daniels Tour and for its employees. 

The distillery only uses the Jack Daniels barrels once. Then, they are resold to other manufacturers like hot sauce makers (as we found out on our Tabasco factory tour on Avery Island, Louisiana). 

The Lynchburg Tennessee Fire department is a necessary part of the Jack Daniels operation with all that flammable alcohol and wood around.

There are about 2 million Jack Daniels barrels maturing at the Jack Daniels facilities at any time. Considering you get about 240 bottles of Jack Daniels per barrel, that’s a very good time!

Many generations of Lynchburg residents have worked at the distillery. For example, there has been a Green working at the distillery since the time of Earnest Green, the first Jack Daniels master distiller (although that wasn’t his title at the time).

Jack Daniels Alcohol Content

The Jack Daniels alcohol content is 125-140 proof when it comes out of the Jack Daniels barrels. You add water to get the alcohol levels down.

You can buy Jack Daniels Single barrel proof which is not watered down.  The Jack Daniels alcohol content for its single barrel whiskey usually comes in at 133 proof!

Jack Daniels Single Barrel is only sold in 10 states including Tennessee!

You can only buy these types of bottles of Jack Daniels in Tennessee.

Fun Facts From the Jack Daniels Distillery Tour

When you tour Jack Daniels Distillery you are immediately surrounded by a fair share of Jack Daniels Tennessee whiskey enthusiasts. Having been on other whiskey tours, such as the Bushmills Irish Whiskey factory, I did not expect it to be so much of a pilgrimage for some of the people. 

I’ve had my fair share of Jack Daniels and coke in my life, but some of the facts I learned from the Jack Daniels Distillery tour were fun to learn!

Jack Daniels No 7 was the first Jack Daniels Tennessee Whiskey

Jack Daniels Lynchburg TN

• Jack Daniels Tennessee Whiskey Old No 7 earned its first gold medal at the St. Louis World’s Fair in 1904. 
• On the first Friday of every month, every employee at Jack Daniels gets a free Jack Daniels bottle of whiskey!
• All Jack Daniels Tennessee whiskey sold anywhere in the world is made at Jack Daniels in Tennessee!
• The Frank Sinatra Jack Daniels love affair was well known.  In fact, Frank Sinatra loved his Jack Daniels Tennessee Whiskey so much he was buried with a bottle of No. 7!

A statue of Mr. Jack stands in front of the limestone spring water which is an essential part of Jack Daniels Tennessee Whiskey.

Mr. Jack the Legend

• Jack Daniels the man was a bit of a prodigy.  He left home at the age of 6 to make his own way in the world and bought his whiskey distillery around the age of 13! At the age of 16, he registers  Jack Daniels as the first registered distillery in the USA.
• Mr. Jack was taught the mysteries of whiskey distilling by an enslaved man, Nearest Green. He would have been the first master distiller of the company. 
• Mr. Jack was quite the dapper dresser – possibly to mask the fact that he was only 5’2’’ tall!
• Mr. Jack never married but he had many female friends. 
• Mr. Jack died from a series of complications that arose from when he kicked his safe in frustration which lead to a grangrenous toe and an amputated leg.  

The killer safe that done Mr. Jack in is still at Jack Daniels Lynchburg TN

Lynchburg Tennessee Things To Do

If you want to stretch your legs and walk off some of that whiskey, there are a handful of Lynchburg Tennessee things to do that you may find entertaining. There’s a little gem of a jail museum, great places to eat lunch and plenty of opportunities for souvenir shopping.

The path to downtown Lynchburg is clearly marked from the Jack Daniels distelleryLynhburg Tennessee

Downtown Lynchburg

Downtown Lynchburg is a charming small town just a short walk from the Jack Daniels Distillery and totally worth a visit.

A sign found in downtown Lynchburg Tennessee

Moore County Jail Museum

The Moore County Jail Museum is a small jail converted into a museum in downtown Lynchburg.  This jail was operationally as recently as 1990!

For the admission donation of a mere $1, you can see how small town justice worked in the old days. The museum operator was actually a former deputy sheriff who was a wealth of information.

The Moore County Jail Museum is run by a former deputy sheriff.

When asked what sort of trouble you could have in this small town, the deputy sheriff had lots of stories. For a small town, there was a lot of trouble (including murders) because people would get drunk on hootch and go crazy. 

The building is small and the families of the sheriff lived in the front of the building. The sheriff’s wife was the chef and made meals for everyone. 

The beds in the Moore County Jail may have been uncomfortable but at least the meals were home-cooked!

Lynchburg Tennessee Attractions

The main Lynchburg Tennessee Attractions seem to revolve around shopping.  

Among the Lynchburg Tennessee attractions is an old-fashioned candy store

• Velma’s candy store is a charming old-fashioned candy store
• The Moonpie General Store is a good introduction to moon pies and other Southern food specialties.
• There are several general, gift and antique stores which could easily serve as a black hole for browsers.

Downtown Lynchburg is as good an introduction to Southern culture as any. In the back streets of Lynchburg I saw the Confederate flag flying proudly. 

Downtown Lynchburg signs and store fronts.

Lynchburg Tennessee Restaurants

The Barrelhouse BBQ is a charming local downtown Lynchburg restaurant recommended to me. You ate on barrels and the food was great. I had a grilled cheese sandwich with a difference – pulled pork and Monterey jack – and it was delicious! 

Barrelhouse BBQ is one of a handful of downtown Lynchburg restaurants

If you want something fancier, then try Miss Mary Bobo’s which has been around so long that even Mr. Jack used to frequent the establishment. You need to make reservations to eat here. 

Jack Daniels Merchandise

For Jack Daniels merchandise visit the Lynchburg Hardware General store. With everything Jack Daniels branded from clothes to Christmas ornaments, it’s hard to leave this store without treating yourself to at least one piece of  Jack Daniels merchandise.

The general store in downtown Lynchburg is where you can buy Jack Daniels merchandise

• Jack Daniels Distillery Tours – 133 Lynchburg Highway
• Moore County Jail Museum – 10 Mechanic Street
• Miss Mary Bobo’s – 295 Main Street
• Barrelhouse BBQ – 105 S. Mechanic Street
• Velma’s Candy – 14 Short St
• Lynchburg Hardware General Store – 51 Mechanic Street

SPREAD THE WORD! PIN THIS TO YOUR TRAVEL PINTEREST BOARDS FOR FUTURE REFERENCE! 

We received a complimentary ticket to the Jack Daniels Distillery Tour courtesy of Jack Daniels in Lynchburg TN  and  Tennessee tourism board , but the opinions contained in this review are entirely my own.

I was excited to take Jack Daniels Distillery tour in Lynchburg, TN. Check out 10 fun facts about Jack Daniels Whiskey + other things to do in Lynchburg Tennessee. #jackdaniels #distillery #lynchburg #tennessee #whiskey Tennessee | Travel Destinations | Honeymoon | Vacation | Off the Beaten Path | Wanderlust #travel #vacation #offthebeatenpath #bucketlist #wanderlust #USA #UnitedStates #America #exploreTennessee #visitTennessee #seeTennessee #discoverTennessee #travelTennessee

You can’t miss the Jack Daniels Distillery tour in Lynchburg, TN. Discover 10 cool facts about Jack Daniels Whiskey + what to do in Lynchburg Tennessee after you’re done at the distillery.Tennessee Travel Destinations | Vacation | Off the Beaten Path | Wanderlust #travel #vacation #offthebeatenpath #bucketlist #wanderlust #Tennessee #USA #UnitedStates #America #exploreTennessee #visitTennessee #seeTennessee #discoverTennessee #travelTennessee #jackdaniels #distillery #lynchburg #whiskey

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Jack Daniel’s Distillery Visitor Center Tickets and Tours

This post covers the Jack Daniel’s Distillery Tour, how to get tickets, ways to save money on tickets, and what to expect from this tour of the oldest registered distillery in the country.

Our local tour guides have taken this tour, some more than once, and this post is based on their experience.

We hope this post can help you decide which Jack Daniel's tour, if any, is right for you!

• Ways to Save on Tickets
• Things to See
• Things to Do in Nashville

Located roughly 1 ½ hours outside of Nashville, United States, the Jack Daniel's Distillery is the biggest and most notable landmark in the small city of Lynchburg.

Despite its rather remote location, the distillery still offers various tours and attractions for visitors to enjoy. 

There is no public transport to this location available, so if you’re coming from out of town, it may be necessary to rent a vehicle for the trip.

Alternatively, you can take a bus tour from Nashville to the Jack Daniel's Distillery which will cover transportation and tour costs. We provide details about this service in our tours section .

Fans of this famous whiskey will love the opportunity to learn about the history of Jack Daniel's as well as see how the distillery functions in modern times.

Find out what to expect on the tour, from the tours section and our Things to See section .

JACK DANIEL'S DISTILLERY TOUR PRICES

This section covers ticket details for tours and other services offered at the Jack Daniel's Distillery.

Currently 4 types of tours available with a range of activities to enjoy.

The Distillery does not offer tours on the following holidays:

• Thanksgiving
• Christmas Eve
• Christmas Day
• New Year’s Day
• Martin Luther King Jr Day
• Easter Sunday.

You must be 21 or over to make reservations for these tours online, but there is at least one tour appropriate for all ages.

TIP: There are bus tours to Jack Daniel’s Distillery Visitor Center available for anyone who doesn’t want to make the drive. We cover these outings in our day trips section .

How long is the Jack Daniel's Distillery Tour?

The Jack Daniel's Distillery Tour lasts for approximately 1 hour and 10 minutes where you, as a whiskey fan, can explore the interesting facts regarding various fermentation processes.

Can you drink on the Jack Daniel's Distillery Tour?

No drinking is allowed on the Jack Daniel's Tour in Moore County but you can go down the hill at any small cafe or restaurant or downtown Nashville which is a 20-minute drive.

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Can you buy Jack Daniel's at the Distillery?

Yes, you can buy Jack Daniel's at the Distillery.

Why Is Jack Daniel's Distillery Named So?

It is named after Jack Daniel who learned brewing from a man Nearest Green and became the first master distiller in the United States.

Each drop of Jack Daniel's whiskey is produced in this distillery registered in 1866

The Dry County Tour

This is the main tour offered at the Jack Daniel's Distillery.

Visitors can expect to learn about their whiskey distilling, as well as the history behind the company.

In addition to these details, the Dry County Tour provides a behind-the-scenes look at the distillery.

It's not a tasting tour and there isn’t any whiskey tasting included on this tour, so it’s open to visitors of all ages. Most of the breweries sell their yields directly to wineries.

Children 9 and under can get in for free!

Ticket Prices

• $25/Adults | $10/Youth (10-17)
• Kids 9 and under get in free.
• Military/Senior concession is available.
• Availability: Daily from 9 am - 4:30 pm
• Hours: At least once every 15 minutes.
• Duration: 1 hour 10 minutes.
• Maximum of 20 guests per tour.
• Purchase tickets or learn more .

NOTE: The Dry County Distillery Tour is included with the Music City Total Access Pass , a service that allows you to save money on popular activities in the Nashville area.

If you’re planning to enjoy any other attractions or tours in and around the city, check out our post on Nashville tourist passes for more details.

The Flight of Jack Distillery Tour

This is essentially the same as their Dry County Distillery Tour where you witness the distillation process, but it includes a stop at historic Barrelhouse 1 – 14.

While you’re in the Barrel house, you’ll learn a bit of additional information about the history of this company, quality control, and enjoy a flight of five Jack Daniel's products. Like the Charcoal mellowing during the distillation process that removes unnecessary elements from brews.

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Due to the inclusion of this activity, only adults are permitted to take this tour, and you must be 21 or older to enjoy the samples.

The Daniel's special Tennessee Whiskey is offered for tasting. You will also understand what stands apart the Tennesse Whiskey from other whiskeys and bourbon.

• $30/Adults 
• Must be 21+ for the tour and sampling.
• Includes a sampling of 6 Jack Daniel's Whiskey.
• Availability: Mon-Sat from 9 am - 4:30 pm
• Sunday Availability: 11 am - 4:30 pm
• Duration: 1 ½ hours.

Samples include Jack Daniel’s Whiskey , Tennessee Fire , Tennessee Honey , Gentleman Jack and Rye .

NOTE: This tour is included with one of the day trips to Jack Daniel’s Distillery .

The Angel’s Share Distillery Tour

Much like the Flight of Jack service, this option kicks things up a notch with an additional treat for fans of the whiskey.

In addition to the Dry County Distillery Tour, you’ll also have the opportunity to taste whiskey drawn from individual barrels as well as two limited-edition whiskeys.

Due to the tastings, the Angels Share Tour is only available for adults and you must be 21 or older to enjoy the drinks included.

• $35/Adults 
• Must be 18+ for the tour.
• Must be 21+ for the samples.
• Availability: Mon-Sat from 9:45 am - 4:30 pm
• Sunday Availability: 11:15 am - 4:30 pm

Samples include Jack Daniel’s Single Barrel , Barrel Proof , Single Barrel Rye , Sinatra Select, and Gold 27 from the Daniel cave spring hollow and Barrel Houses.

The Taste of Lynchburg

This tour takes things to the next level with an additional meal at the historic Miss Mary Bobo’s Boarding House restaurant.

The Taste of Lynchburg experience begins with an Angel’s Share Distillery tour and it includes all of the tastings available with that service.

Once again, you must be an adult to take this tour and you have to be 21 or older to enjoy the whiskey tastings.

• $125/Adults 
• Must be 21+ for the tour and samples.
• Availability: Wed-Fri at 1 pm
• Duration: 3 hours.
• Maximum of 10 guests per tour.
• Includes a special commemorative gift.
• Includes transportation from the Distillery to the restaurant.

This is a far more limited experience and no reduced-price tickets are offered.

All samples included are the same as what you’ll get during the Angel’s Share Distillery Tour.

DAY TRIPS TO JACK DANIEL'S DISTILLERY

The following section is about bus tours you can take from Nashville to Jack Daniel’s Distillery.

Each outing includes at least one tour of the landmark as well as free time in the historic city of Lynchburg.

Nashville to Jack Daniel’s Distillery Bus Tour

If you’re not interested in making the drive out to Lynchburg for this tour, there is a bus tour that will provide transportation to and from the Jack Daniel’s Distillery. 

This outing includes the Angel’s Share Distillery Tour, which is the second-best service offered at this historic location.

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Customers will also be given free time in Lynchburg to grab lunch, go shopping and enjoy sightseeing.

Since the included distillery tour features whiskey tastings, this day trip is only available for adults and you must be 21 or older to enjoy the drinks.

• $129 per person
• Availability: Daily at 9 am
• Duration: 7 hours
• Includes 1 ½ hours of free time in Lynchburg.
• Purchase tickets or learn more ( Affiliate Disclosure ).

Nashville to Jack Daniel’s Distillery Bus Tour + Lunch

Note: As of March 2024, the tour is unavailable.

Visitors who are interested in the Taste of Lynchburg tour may want to consider this day trip, as it’s available on a more frequent basis!

This service provides transportation between Nashville and Lynchburg, and it includes the Flight of Jack Distillery Tour in addition to a meal at Miss Mary Bobo’s Restaurant.

Since this doesn’t include the Angel’s Share Distillery Tour, it’s not exactly the same as the Taste of Lynchburg, but it is available from Monday to Saturday instead of just Friday and Saturday alone.

• $180 per person
• Availability: Mon-Sat at 9 am
• Duration: 8 hours
• Includes free time in Lynchburg.
• Includes lunch at Miss Mary Bobo’s restaurant.

WAYS TO SAVE ON TICKET PRICES

This section will include details about how to save money on tickets for Jack Daniel’s Distillery tours.

We cover information about tourist passes and other deals that may be available.

Music City Total Access Pass

The Music City Total Access Pass includes admission to the Parthenon and the Tennessee Sports Hall of Fame, as well as tickets to 4 extra activities.

When it comes to the 4 additional tickets, there are over 30 attractions to choose from, and one of them is the Jack Daniel’s Distillery Tour.

This is currently the only tourist pass that provides access to a Jack Daniel’s Distillery Tour. The service included is the most family-friendly option, the Dry County Tour. 

Sadly, transportation to and from the distillery is not included, but this could still be a great way to save money on the activity if you’re planning to enjoy additional attractions in and around Nashville.

The pass costs just $75, so it’s easy to see how you can save money using this service.

Here are some of the other activities you can choose from in addition to the distillery tour:

• Nashville Zoo
• Madame Tussauds
• Old Town Trolley Tour
• Country Music Hall of Fame
• Music City Hop-on-Hop-off Bus Tour
• Grand Ole Opry House Backstage Tour

If you’re willing to drive out to Lynchburg, this could be a great way to save a few bucks on the Jack Daniel's Distillery Tour.

That said, the tour included is just $20, so you might want to consider other ways to reduce the cost of the tour.

For more information about this and other money-saving tourist attraction passes, read our post about Nashville tourist passes .

Military Offer

If you are on active duty or retired military, this might be the best way to save money on various tours of Jack Daniel’s Distillery, as they offer 50% off to most military service members.

You must provide a valid military ID to get this deal, but it’s one of the best deals currently available on tickets for this activity.

The services included are their Dry County, Flight of Jack and Angels Share distillery tours.

There is no military offer for their Taste of Lynchburg tour.

Senior Offer

If you’re 65 or older, you qualify for 20% off general admission prices for the Dry County, Flight of Jack and Angels Share distillery tours.

You must provide a valid ID with your age in order to receive this deal.

Deal Websites

While the Jack Daniel's Distillery doesn’t typically offer deals through these services, some of the companies offering day trips from Nashville to Lynchburg offer deals on sites like Groupon and LivingSocial .

In addition to whatever savings are offered, these sites frequently run additional sales which can save you even more!

THINGS TO SEE

There are a lot of interesting attractions to experience at the Jack Daniel's Distillery.

Here's a short list of the more interesting things to see while you’re here.

We’ll also include details about some fun things to do in Lynchburg!

Barrelhouse 1 – 14

If you choose either the Flight of Jack or Angel’s Share distillery tours, you’ll have the opportunity to see this historic barrelhouse.

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Although you won’t drink anything here, it is a great chance to see where some of the best whiskey in the world comes from.

One of the more strange aspects of the history behind this company is that Jack Daniel himself was killed by a large safe – and no, it didn’t fall on his head.

So how exactly did a safe kill the man who created such an incredible whiskey? Well, you’ll have to take the tour to find out!

Natural Spring

One of the reasons that Jack Daniel’s produces such high-quality whiskey is that they have a natural spring on the property which provides the water for their drinks.

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While on the tour, you’ll have an opportunity to see this spring for yourself!

Aging Warehouse

While you might not have an opportunity to visit this site, you will at least pass by the warehouse where all of Jack Daniel’s whiskey is aged.

As you walk past the structure, you won’t be able to ignore the strong smell of delicious whiskey wafting through the air.

Heated Charcoal

As your tour guide explains the process by which Jack Daniel’s whiskey is made, you will have an opportunity to see the heated charcoal they use.

This charcoal is mellowed to produce the best flavor for the whiskey.

Bottling Plant

In addition to all the other sites included on this tour, you will also have the chance to see how Jack Daniel’s whiskey is bottled at the end of its journey.

If you feel like grabbing a bottle for yourself, you can purchase one in the gift shop!

Miss Mary Bobo’s Boarding House

This is probably the most well-known restaurant in the area, and you can enjoy a meal here during the Taste of Lynchburg tour.

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There is also a day trip which includes lunch at this location.

Miss Mary Bobo’s restaurant has some of the best food in Tennessee, and the service you’ll receive here is quite possibly the definition of Southern hospitality.

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Jack Daniel's Distillery Tour

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Let's talk Jack, as in Jack Daniel's Tennessee Whiskey and the Jack Daniel's Distillery. Let's talk about the town of Lynchburg, Tennessee, too, because you really can't have one without the other.

Sure, other companies make whiskey, but making Tennessee whiskey is pretty unique in itself, and the production is one the folks at Lynchburg have mastered. Some say the taste of Jack Daniel's Tennessee Whiskey comes from the local, iron-free waters and hard sugar maple charcoal filtering. But once you've visited Lynchburg, you will know that there's another special ingredient in every bottle of this Southern whiskey. It's the love of the Lynchburg residents.

Visit Lynchburg

The town of Lynchburg and its residents are so intertwined with the Jack Daniel's Distillery that it's commonplace for families to have a history of several generations of ancestors who have worked at the distillery. It's become a family tradition in this part of Tennessee.

The population of Lynchburg is less than 500, usually around 350. And Moore County, the smallest county in Tennessee, has a population just under 6,000.

Overall, Lynchburg is a small, quaint, slow-paced town that offers a ton of Southern hospitality. Lynchburg is a one-stoplight town, and that's part of its charm. You will find an example of a Tennessee historic town square and a 100-year-old courthouse in the middle of town, which provides visitors with an afternoon of antique shopping, country dining, and relaxation.

Tour the Distillery

The Jack Daniel's Distillery is the oldest registered distillery in the United States but ironically, Moore County is a still a dry county, which means that no alcoholic beverages are allowed to be sold here. So you won't find any bars in town selling alcoholic drinks, and this includes the hometown favorite. Still, visitors to Lynchburg can find and buy plenty of other great goodies, from candy to cakes, made with hints of Jack Daniel's Whiskey. If you want to get your hands on a bottle Jack Daniel's Whiskey when visiting Lynchburg, the distillery tours currently do allow visitors (only) to purchase bottles of whiskey on-site to take home with them.

Tours of the Jack Daniel's Distillery cost from $15 to $125, depending on what tour you take. The distillery walking tour takes about one hour to complete and is offered every day except on Thanksgiving, Christmas Eve, Christmas, New Year's Eve, and New Year's Day.

Distillery Details 

The Jack Daniel's Distillery and Lynchburg are just over an hour's drive south of Nashville. If you don't feel like driving, there are tour bus companies in Nashville that offer seasonal tours several times a week to the distillery.

If you plan on staying a few days to explore Lynchburg, there are numerous overnight accommodations nearby, including hotels and bed-and-breakfasts. Most require reservations.

About Jack Daniel

Jack Daniel was a real person.   Jasper Newton Daniel stood just over five feet tall and began making whiskey at the ripe age of 13 for a Lutheran minister. Daniel died of gangrene, after kicking his safe, on October 10, 1911. No one knows his actual birth date, but locals celebrate it every year in September.

Jack Daniel didn't have any children so the distillery was passed down to his nephew, Lem Motlow, whose name still appears on the Jack Daniel's Whiskey labels.

While Jack Daniel's offers a variety of various country cocktails, there are currently only four brands of whiskey produced at the distillery and they include:

• Jack Daniel's Old No. 7 Black Label
• Jack Daniel's Old No. 7 Green Label
• Gentleman Jack Rare Tennessee Whiskey
• Jack Daniel's Single Barrel Tennessee Whiskey

Jack Daniel's Whiskey is 40 percent alcohol by volume and 80 proof. While Old No. 7 is situated prominently on the Jack Daniel's Whiskey label, no one has a clue as to what it really means. There are several different legends that surround the history of Old No. 7, from it being a batch number that Jack Daniel used, a train number that the whiskey was shipped on, to just a lucky number that he chose.

The recipe for Jack Daniel's is a really big secret , but we do know that the main ingredients include corn, rye, barley, malt and, of course, the special cave waters. The distillery also uses a hard maple charcoal filtering system and stores the whiskey in charred white oak barrels.

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Home » North America » USA » Tennessee » Visiting Jack Daniel’s Distillery: A Tiny Town’s Big Legacy

Visiting Jack Daniel’s Distillery: A Tiny Town’s Big Legacy

By Author Laura Longwell

Posted on Last updated: September 28, 2022

A one-stoplight town in southern Tennessee is home to the top-selling American whiskey in the world. In fact, every shot of Jack Daniel’s whiskey sold around the globe is made in the tiny dry town of Lynchburg. This wide spot in the road attracts over 300,000 visitors a year to see how Tennessee whiskey is made at the Jack Daniel’s distillery on the edge of town.

Less than two hours from Nashville , the distillery is a place to see how craftsmanship and attention to detail have built a brand and drinks that people swear by. A Jack Daniels distillery tour is also a walk through the 150-year history of Jack Daniel—the man himself and his namesake products. It’s a look at the impact of Prohibition, the rise of a family business, and making it “the best we can” every day, as a sign in Jack’s old office proclaims. And you don’t even have to be a whiskey fan to have a good time.

Jack Daniel’s History

What is tennessee whiskey, jack daniel’s distillery tour, whiskey tasting, visiting the distillery, tour options, accommodations.

Jack Daniel was a force of nature. At only 5 feet 2 inches tall, he had to be a bit fiery and a lot gregarious to get things done. He was known for his love of music and parties, which always attracted a lot of attention in sleepy little Lynchburg. Although Jack never married, he was rarely without a lady or two on his arm.

Nothing shows Jack’s spitfire personality more than the story of his death. One morning, he was frustrated when he forgot the combination to his safe. Losing his temper, he kicked the safe so hard that he broke his toe. Over time, his foot didn’t heal correctly and the resulting infection killed him.

The end to Jack Daniel’s life was just as dramatic as his early years. One of 13 children, Jasper Newton “Jack” Daniel ran away from home at the age of 7. He became acquainted with a local storekeeper and minister, Reverend Dan Call. Jack apprenticed to Rev. Call and took up a trade not terribly common for seven-year-old boys—whiskey making.

Jack learned the ropes from one of the enslaved men working for Rev. Call, Nearest Green, and the whiskey increased in popularity. At the same time, pressure mounted from Rev. Call’s congregation, suggesting that whiskey making might not be the best for a man of the cloth. Call chose religion over distilling and sold the business to Jack for only $25 when he was 20 year old.

The Green family continued to help Jack in his new venture, and descendants still work for the distillery now over 130 years later. (Rev. Call’s descendants now run the Call Family Distillery —which we’ve visited in North Carolina—drawing on their 150-year whiskey heritage.)

So what did Jack make at his $25 company in Lynchburg, Tennessee? Tennessee whiskey, of course. Though there are common standards, different types of whiskey are made and aged differently around the U.S. and the world.

We’ve seen it done in five-gallon barrels at a renowned distillery under a bridge in Texas, and at a 230-year-old distillery on the coast of Northern Ireland. Everyone has their own spin.

Jack Daniel’s whiskey is made from corn, malted barley, and rye and is distilled in copper stills. The resulting white whiskey is then drip filtered through 10-foot stacks of sugar maple charcoal, which is produced on-site. It is this step that sets Tennessee whiskey apart from any other type.

Although it sounds like the charcoal would impart a flavor into the product, curiously, it doesn’t. After the filtering, the whiskey is stored in newly handcrafted toasted oak barrels, which give it color and most of its flavor.

The whiskey ages for 4 to 7 years. In a place like Tennessee, the weather plays a large part in the aging. If it’s warm, the whiskey will take on more flavor from the barrel faster because of how barrels breathe. If it’s unusually cool, things may take a bit longer. That’s why master tasters are also an important part of the process, making sure that the taste and color are right through every step.

The Jack Daniels tour was one of the most information-packed tours we’ve been on in a long time. And every bit of it was entertaining. From the tales of Jack himself to seeing the distillation process firsthand, we were engrossed in all of it. The traditional distillery tour took a little more than an hour, and there was a lot to see.

The distillery tour began with a ride to one of the 87 warehouses where we got a glimpse into how much whiskey is really on this property. From there, it was all on foot. We wound our way downhill to the rickyard, an area that plays a key role in the whiskey-making process.

Here, they burn enormous towers of whiskey-sprayed sugar maple wood until it becomes charcoal. This is the charcoal that is ultimately ground down for use in the filtration process—the thing that separates Jack Daniel’s Tennessee whiskey from other whiskeys and bourbons.

The next stop was the cave spring. The natural spring that flows through a limestone cave was one of the main reasons Jack built his distillery here. Thanks to the limestone, the water is filtered of all iron, making it a perfect component of the whiskey fermentation process. Without the spring, Jack Daniel’s wouldn’t be what it is.

After a look at Jack’s office and the aforementioned offending safe, we were off to see the heart of the operation in the still house. The first step that is handled in the still house is fermentation, which has the strong odor of baking bread. We’ve seen fermentation in distilleries in Nashville and beyond, but it’s nothing like what happens here.

Over 100,000 gallons of mash are fermenting at any given point, producing what I can only describe as a wall of carbon dioxide. As we approached one of the tanks to see the cool bubbling reaction happening inside, the strength of the gas almost knocked us over.

From there, we got a glimpse at the filtration process. The white whiskey is pumped into the charcoal at the rate of a gallon per minute. As the whiskey drops through the 10-foot tank, any remaining impurities are removed. When the master tasters decide that it’s ready, the whiskey is bound for the barrels.

The distillery makes five core products—Old No. 7 (black label), Gentleman Jack, Single Barrel, Tennessee Honey, and Tennessee Fire. And since we were on the tasting tour, we got to try them all. Interestingly, all the products are made from the same base recipe in the same way. It’s only after aging that they are filtered further (as with Gentleman Jack) or have flavoring added (as with the Honey and Fire liqueurs).

The tasting room is where we got to learn the right way to taste whiskey. Taking a small first sip gets you over that initial shock to the palate. Then gently sipping and swirling the whiskey around your mouth really brings out the different flavors. And what different flavors they were.

We had both tried the Old No. 7 and Gentleman Jack in the past, but the other three products were totally new to us. And even though we’re not exactly whiskey aficionados, we loved the praline notes of the Tennessee Honey and the smoothness of the high-end Single Barrel (an actual single barrel, which makes 240 bottles, can be bought here for a mere $10,000). I was also a big fan of the Tennessee Fire, which is kind of like the tastes of fall in a glass.

Jack Daniel’s distillery is in Lynchburg, which is located about 1.5 hours southeast of Nashville.

There are four options for Jack Daniels distillery tour. The Dry County Tour takes just over an hour, and the Flight of Jack Daniels Tour (the one we did) and The Angel’s Share tour both take about 1.5 hours. The 3-hour Taste of Lynchburg tour includes a meal at the famous Miss Mary Bobo’s restaurant and a tour and whiskey tasting. Most of the distillery tours require walking, and much of the time is spent outdoors, so dress appropriately.

Tours are conducted daily from 9:00am to 4:30pm and are done on a first-come-first-served basis, or you can book in advance on their website (recommended).

Tour prices range from $20 to $100. Jack Daniels distillery tour costs are: Dry County Tour – $20, Flight of Jack Daniels Tour – $30, The Angel’s Share – $35, and Taste of Lynchburg – $100.

The White Rabbit Bottle Shop sells all the different Jack Daniel’s alcohol products. You can even get a bottle personalized on-site. The larger gift store in downtown Lynchburg sells pretty much every kind of memorabilia you could imagine.

One of the appeals of Jack Daniel’s is its remote location. If you are visiting, it is possible to do as a day trip, and it’s a great addition to a weekend trip to Nashville . However, there are several hotel options in Lynchburg and nearby if you want to stay close.

We were the guests of the distillery. All opinions of the interesting and barrel-aged are our own.

Have you ever been on a distillery tour?

Laura Longwell is an award-winning travel blogger and photographer. Since founding Travel Addicts in 2008, she has written hundreds of articles that help over 3 million people a year get the most out of their travel. In that time, she has visited nearly 60 countries on 5 continents, often returning to favorite destinations over and over again. She has a deep love of history, uncovering unexpected attractions, and trying all the good food a place has to offer.

In addition to Travel Addicts, Laura runs a site about her hometown of Philadelphia—Guide to Philly—which chronicles unique things to do and places to see around southeastern Pennsylvania. Her travel tips and advice appear across the web.

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Sandy Flott

Tuesday 18th of April 2023

We took the Flight of Jack tour, and enjoyed it very much! Very informative and fun. We had a great tour guide, Bob, who made it a lot of fun. I highly recommend taking the tour, and definitely visit the town square in Lynchburg.

Monday 6th of February 2023

Since when did they start charging for a tour? It was always a free tour in 2001 and in 2002.

Laura Longwell

They have charged since at least 2016.

Don galloway

Monday 9th of January 2023

Went to the jack daniels distillery back in the 80's got orange juice or lemon aid they gave out drawings on rice paper of different buildings and some of the old labels only sample we got was a whiff of the vat our guides name was red was early back then sounds better now

Dave Rhodes

Monday 9th of August 2021

I’ve been there three times and it’s great

Saturday 13th of June 2020

How Is the weather in the first week of October ?is it a good time to visit? don't want to be rained out.

Friday 19th of June 2020

October isn't really any rainier than other months, and it would still be warm in Tennessee.

Jack Daniel’s Distillery Tour in Tennessee: What To Know Before You Go

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Planning to go on the Jack Daniel’s Distillery tour in Lynchburg, Tennessee? Here’s how to make sure your trip goes off without a hitch. 

If you’re a fan of fine spirits and a nice, smooth whiskey then you’re not going to want to leave Tennessee without checking out the Jack Daniels Distillery first. 

I was in Huntsville, Alabama and came across state lines to explore this place firsthand and I gotta say, I was impressed with the dedication the team shows to the Jack Daniels brand and distilling process. 

Read on for everything you need to know before heading out to the Jack Daniel’s Distillery Tour. 

How to Get to the Jack Daniels Distillery  

The Jack Daniels Distillery is located in Lynchburg, Tennessee, about an hour and a half from Nashville, 3 and a half from Atlanta and 4 hours from Memphis.

The easiest way to get to the distillery if you’re not a local is to fly into Nashville and drive from there. You can make this into an easy day trip from the city.  

There’s free parking on site, although you will have to walk a bit to reach the entrance. 

You can also opt to go with a guided tour if you’re not fond of driving or want to relax without worrying about transportation. 

Note that the speeding zones change street to street once you start to get close and there are many speed traps set up. Use the Waze app to stay in the know. 

Tour Costs & Hours 

There are several tours available on the property, held daily from 9am to 4:30pm except for Thanksgiving, Christmas Eve, Christmas, New Year’s Day and Easter. 

The most basic tour option is the  Dry County Tour . It costs $15, lasts 1 hour 10 minutes and will take you through the process of making whiskey, as well as the history behind the Jack Daniels brand. 

The next level up at $25 and 1 hour 25 minutes is the Flight of Jack Daniels Tour , which includes the history tour plus a small tasting. 

After that it’s The Angel’s Share which costs $30 and lasts 1 hour and 30 minutes. After the historic tour you hear to the tasting room and sample individual whiskeys straight from the barrels.

Finally, for $125 you can do the Taste of Lynchburg , which lasts 3 hours and includes the tour, Angel’s Share tasting of Jack Daniel’s Single Barrel, Barrel Proof, Single Barrel Rye, Sinatra Select and Gold 27, a commemorative gift and a sit-down meal at Miss Mary Bobo’s.

There’s a small museum with a few exhibits set up right when you walk in that you can view for free if you’re just passing through. 

Miss Bobo’s Boarding House Restaurant

The on-site restaurant, Miss Mary Bobo’s , is an attraction in and of itself, serving more than 900 patrons a day with southern style, family dining across 9 different dining rooms.

They also have an outdoor patio area for larger parties. Reservations are required and are available at 11am, 1pm and 3pm.

The menu includes souther classics like fried okra, cornbread and bakes whiskey apples.  

The restaurant also doubles as a boarding house in case you want to stay on the premises and have a full immersion experience.

You can dine here without going on a whiskey tour — it’s a flat rate of $25 for adults and $9 for children. 

Cave Spring Hollow

The life source of the processing center is Cave Spring Hollow , drawing 800 gallons of water from underneath the ground to earth’s surface every single minute. 

The aquifers surrounding walls are limestone, making the water mineral rich and pure. Limestone also naturally removes iron from the water, saving the distillery a step in the process. 

Every bottle of Jack Daniel’s whiskey sold throughout the world is made with water from this source. 

The Whiskey Making Process  

Whiskey is made using a few key ingredients — corn, barley and rye . To that you add yeast, allow for fermentation then place it in a barrel to get its flavor and taste.

Jack Daniels is the only major distillery that makes their own barrels using logs of oak. They take about 6 months to a year each to air dry and the company produces roughly 2,000 barrels/day. 

They also pride themselves on the quality of their ingredients and use only the best grain corn.

Since opening in1866 the distillery has only ever been c losed twice — once during prohibition and again during WWII when rationing on corn prevented the purchase of grade “A” ingredients.   

Tradition is everything here and at the realms are Master Distiller Jeff Arnett and Assistant Master Distiller Chris Fletcher.

The history tour takes you through the entire process, from the gathering of the ingredients to labeling of the bottles. 

Whiskey Tasting  

During the whiskey tasting you get to sample 5 different products, each the equivalent of two sips in a whiskey tumbler. 

During my visit I tasted Old No. 7, No. 27 Gold, Gentleman Jack, Tennessee Honey and Tennessee Fire, which had a cinnamon taste to it. 

We learned how to tell the difference between a fine whiskey and a more common bottle and appreciate the notes of different scents and flavors like molasses and citrus. 

We were fortunate enough to have the Assistant Master Distiller leading our tasting session so I found it to be very informative. His pride in the produce really came across and his enthusiasm was contagious. 

Know Before you Go

Big disclaimer here folks: Lynchburg, Tennessee is a dry county . This means you cannot drink here. You cannot buy it at restaurants and actually need to go to another county to find alcohol. 

This mans that if you’re thinking you’re going to visit a distillery and have a boozy day, think again! It’s important to temper expectations here — you will be sober and depending on the package you choose, well fed. 

There is a gift shop on site and you can buy bottles to take with you as a souvenir but they’re large, like $50-$100 each. There are no small bottles in case you were hoping to sneak a tiny one into your coke. Trust me, I looked.

Official Gift Shop 

Want to buy an empty barrel or other unique memorabilia? Then head to the Lynchburg Hardware and General Store , the official Jack Daniels’ gift and barrel shop, the address is as follows: 52 Mechanic St, Lynchburg, TN 37352.

It is located on the town square of Lynchburg, within walking distance of the visitor center, and open 9am-6pm Monday to Saturday and 1pm-6pm on Sundays.

RELATED POST: HOW TO SPEND ONE DAY IN NASHVILLE, TENNESSEE

Till next time, safe travels! 

Liked this post? Pin me below:

Candy Johnson

Saturday 29th of May 2021

Can I buy a barrel once I’m there? An empty barrel? How much do they run?

Jen on a Jet Plane

Saturday 12th of June 2021

You can buy one at the Lynchburg Hardware and General Store, the official Jack Daniel's gift and barrel shop.

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A Whiskey Pilgrimage: Visiting The Historic Jack Daniel’s Distillery In Lynchburg, TN

Lynchburg is a study in contrasts, a tiny town with a larger-than-life legacy.  It’s here, in this one-stoplight town with only about 6,000 residents, that the biggest and most recognizable whiskey in the world is made.   And it’s a must-visit for any whiskey lover.  So today we’re headed down to rural Tennessee to tour the iconic Jack Daniel’s Distillery!

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Full disclosure, I work for Brown-Forman, who owns Jack Daniel’s, which is why I’ve had the opportunity to visit and do some cool stuff.  However, there’s no relationship between the distillery and this blog, and they don’t endorse me or the blog in any way.  All opinions are, as always, completely my own!

Jack Daniel’s was officially founded in 1866, when a 16-(ish)-year-old Mr. Jack registered his distillery with the government.  He was the first to do so, which makes Jack Daniel’s the oldest registered distillery in the country.

Jack is such a huge brand that some people assume the distillery is just a showplace, and there’s a massive factory somewhere else…but the opposite is true.  And more than 300,000 people a year make the trek out to this tiny town in the middle of nowhere to see where every drop of Jack Daniel’s comes from.

What’s even crazier is that Moore County (where the distillery and Lynchburg are located) has been a dry country since 1909, when the state went into its own Prohibition.  While they got an exception in 1995 to taste a small amount on the tour, to sell at the bottle shop, and to gift to employees, you can’t buy alcohol anywhere else in the county to this day.

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Who was Jack Daniel?

Yes, Jack was a real dude!  Jasper Newton Daniel was born somewhere around 1850 (give or take a year or two…record-keeping wasn’t the best).  As a child he left home and was taken in by the Reverend Dan Call.  Here, with the Call family, he learned to make whiskey from an enslaved man named Nearest Green.

He bought the whiskey distillery from Reverend Call around age 13, and registered it a few years later (the first in the nation to do so).  He brought Nearest (now free) with him as effectively the company’s first master distiller, though that title didn’t really exist until much more recently.

When Jack moved the operation to the Cave Hollow (where it is today) in the 1880s, Nearest didn’t want to move, but his sons George and Eli went with Jack.  To this day, the distillery’s workforce has multiple generations of various families working there, and has had a Green family member working at the distillery since the time of Nearest (you can learn more about it here if you’re interested).

Jack was quite a fascinating person himself…only 5’2″ tall and a dapper dresser, he had many female “friends” but never married (the distillery was passed on to his nephew, Lem Motlow).  I’ve been reading “Blood and Whiskey: The Life and Times of Jack Daniel” and if you really want to know more about him, I highly suggest it!

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How to plan your visit to Jack Daniel’s & Lynchburg

Here are a few tips to make the most of your visit.  It can definitely be done in a day trip from a city, but if you want a little more time to explore, you can spend a night in the area as well.

• Lynchburg really is in the boonies, but it’s still easily reachable from Nashville, Huntsville, and Chattanooga (60-90 minute drive from all three)
• Reservations are encouraged, though not required…however openings are first-come if you don’t have a reservation so during peak times you might have to wait a while.  My take is, if you’re going all the way out to Lynchburg, wouldn’t be annoying not to be able to get on a tour??
• There is a parking lot you can use for free that’s a short walk to the Visitor Center (I think if you’re approaching the distillery on the left, the parking would be your next right).  Some people take a guided tour from one of the nearby cities, to make things easier.
• Tours/experiences are partly outdoors and may involve walking and stairs. Decent walking shoes are recommended, and I’d encourage sunscreen and a water bottle.
• In addition to taking a tour, I’ve shared some of the other things you could do below, including exploring downtown Lynchburg, stuffing yourself silly at Miss Mary Bobo’s, visiting Jack’s gravesite, and more!
• In Lynchburg proper, the pickin’s are slim.  You’ve got the Country Inn (a renovated motel) and the Tolley House (a B&B).  You can check out this list of (mostly) B&Bs in Lynchburg as well, I’m not certain how up-to-date it is
• One other great idea is to pair a visit to Jack with a weekend exploring Nashville’s awesome energy, music, and food (and here’s a quirky spot to consider staying! )

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The Jack Daniel’s tour

First, we tour!  You’ll arrive at the Visitor Center to check in for your tour.  While you wait, there are tons of historical artifacts, exhibits, stories, and more around the room to soak up.

There are four different tour options (you can see them here ).  There are a lot of similarities, though one of the tours does not include a whiskey tasting at the end.  I took the Angel’s Share tour, which takes a total of 90 minutes and has five higher-end whiskeys you taste at the end.

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This old time-y car is where you’ll meet your tour group at the appropriate time.  I was met by Brandi, and we headed out to the waiting minibus (after a photo op for anyone who was interested).

The tour starts with a short bus ride up to the top of the hill, then the remainder of the tour is walking (note, you’ll need to be physically able to walk short distances and navigate stairs, or else call the distillery to ask about accessible options).

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The tour doesn’t fully go “in order” of the exact whiskey making steps (simply due to logistics of getting groups through and where very old buildings were originally placed).  But you do start kind of at the beginning, with charcoal creation at the rickyard.  This is probably my favorite thing to see, if you’re luck enough to catch the timing right.

Charcoal mellowing was a key part of Jack’s process back in the 1860s, and has stayed an integral part of the process to this day.   The so-called “Lincoln County method” means that every drop of Jack is very slowly dripped through 10 feet of sugar maple charcoal before going into the barrel.  This is what makes it a Tennessee Whiskey (as opposed to a bourbon, which it does meet the requirements for).

Contrary to popular belief, the charcoal mellowing doesn’t ADD anything to the whiskey…it removes, to smooth and soften it a bit (particularly some of the more harsh or oily notes you sometimes get in bourbons).  Locals call it the “extra blessing”.

Where do you get the charcoal??  Well, you make it, of course!  The tour will stop here and explain the process of seasoning the sugar maple and then burning it down to charcoal (which is much more exacting to do than you’d imagine).

If you’re REALLY lucky, you’ll get to see Darren and Tracy actually spray the towers of sugar maple with clear high-proof whiskey and burn them (they do it usually 3 to 4 times a week, typically in the morning).

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Next you’ll wander down to the Cave Spring Hollow, one of my favorite spots on the tour and the reason that Jack put his distillery here.  Every drop of water that goes into Jack’s whiskey still comes from the cave spring on the distillery’s land.  It’s truly the lifeblood of the distillery—you can’t make whiskey without a LOT of water!

There’s a reason Kentucky and Tennessee are hotbeds of whiskey making, and that’s because we have an abundance of limestone-filtered water.  Why does that matter??  Well, first it helps impart minerals that give it the right character and helps it be as pure and clear as possible.

But more importantly, the limestone removes iron from the water, which is absolutely critical to whiskey making…iron will cause awful tastes in the end product (think sulfur…blech).  That’s why the 800-ish gallons of water per minute that the distillery gets from the spring are so amazing (and they have a lot of water conservation efforts to ensure it stays that way).

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Make sure to snag a pic with Mr. Jack!  This statue actually gifts him several extra inches in height above his real 5’2″ stature.  He was quite a dapper dresser, which the statue captures nicely 🙂

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The next few stops on the tour include Jack’s office (the only original building that was still usable after Prohibition), then fermentation, and charcoal mellowing.  In those latter two they ask you not to take photos for safety reasons, so make sure to pay attention to signage.  Also, there’s a place to fill up a water bottle in fermentation area.

I particularly love fermentation…seeing how they grow the yeast (their own proprietary strain, which makes a massive difference in taste!), use the sour mash, and ferment the corn mash is so cool.  You can watch it bubble merrily away.

And the SMELL!  It’ll knock you back, that yeasty fermentation scent and C02 kickback packs a punch.  I love it though.

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You are then able to see what the charcoal mellowing process looks like, with vats of charcoal packed 10 feet deep.  The clear 140-proof liquor very slowly drips down, letting gravity do its job.

After the filtration process, the whiskey is still clear, and then it’s ready for barreling.  The distinctive color of Jack Daniels comes from the brand-new charred, toasted oak barrels that will be the whiskey’s home for the next handful of years.

Barrels are so critical to the whiskey-making process, imparting about 50% of the taste and 100% of the color.  That’s why Jack makes all their own barrels, to be able to control that part of the process from start to finish.

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And finally, it’s time to taste some whiskey!  I was on the Angel’s Share tour, which includes five more special, high-end (high-proof) whiskies that are harder to find.

Brandi led us through the Red Dog Saloon, Sinatra Select (the singer was famously buried with a bottle of Jack), Single Barrel Select (one of the easier to find globally), Single Barrel Rye, and the current Tennessee Tasters (which brings notes of Jamaican spice from the finishing barrel they used).

The tour guide will talk about the steps to taste whiskey well (e.g. smelling it first without sloshing it around, then giving it a swirl to sniff, then the first tiny taste to shock your palate, etc.).

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After the tasting, your tour will wind up back at the Visitor Center at the White Rabbit Bottle Shop, basically the only place you can purchase Jack in (dry) Moore County.  White Rabbit was the name of one of the two saloons Jack ran in Lynchburg back in his time (Red Dog was the other).

Their bottle selection rotates constantly, but this can be a great place to pick up some of those less-common products, and the only place to get the Tennessee Tasters series.  One note, they can do bottle engraving here, which is a fun gift idea (or self-gift, to commemorate your visit)!

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Now let’s talk about some of the other things you can do in Lynchburg to really round out your Jack Daniel’s tour experience.

Devour the best Southern cooking at Miss Mary Bobo’s

Run, don’t walk!  For me, Miss Mary Bobo’s is a must-do while you’re in Lynchburg.  It began in the early 1900s as a boarding house run by the lady herself, and has carried on the tradition of Southern hospitality and cooking ever since.

Historically they’ve done everything family-style here, and you’d sit down with other people, big dishes of food magically appearing, and often one of the hosts would sit down and share history, stories, and recollections.  COVID has kind of screwed that up and it’s more traditional ordering right now, but I know they’re hoping to get back to that soon.

Everything I’ve had here has been absolutely delicious, but a major shout-out to the fried okra—I think it’s the best I’ve ever had.  I dream about that okra!  I’d recommend a reservation, and you can see more at their website .

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Wander downtown Lynchburg

Historic downtown Lynchburg is just a 5-minute walk from the distillery, and worth a spin while you’re visiting.  It’s very shopping-focused, particularly old fashioned candy and sweets, Moon Pies, antiques, and LOTS of Jack Daniel’s merchandise (including items made of old barrels).

Make sure to visit the Lynchburg Hardware & General Store, which (contrary to the name) is the biggest, best place to find Jack merch.

Check out the beautiful & unique “Capital Cities” coffee table book!

Oh look, I found a friend to hang with for a bit!

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Visit Jack’s gravesite

This one is a REAL deep-cut, and feels a bit odd to me personally.  But for the passionate Jack Daniel’s fan, why come all the way to Lynchburg and not stop by Jack’s grave to say hi??

He’s buried at the Lynchburg City Cemetery, which was really beautiful and peaceful on the brisk spring day we visited.  It’s fun spotting all the historic Jack Daniel’s-related names on the stones as you walk…Motlow, Tolley, Green, Daniels, and more.  And his gravestone isn’t hard to find, as it’s flanked by two pretty white iron chairs if you want to sit for a spell.

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Attend a special event on BBQ Hill

If you’re really lucky (and a good planner), you just might get to attend an event atop BBQ Hill.  This separate area of the distillery grounds offers amazing views over the Hollow, including the best sunsets around.

There are occasionally events for bartenders, Squires (basically Jack Daniel’s super fans), and us regular Joes, and it’s worth asking around or keeping an eye out for these…I mean, look at that view!

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I hope you’re able to plan your own adventure to visit the Jack Daniel’s Distillery soon…it’s one of those all-American experiences you have to do at least once!

Other whiskey adventures you’ll enjoy:

• Bourbon History…& Actual Bourbon At Louisville’s Old Forester Distilling Company
• Visiting Louisville’s Rabbit Hole Distillery
• What It’s Like Touring Jameson Distillery In Dublin, Ireland
• On The Scotch Whisky Trail: Glendronach, BenRiach, Glenglassaugh
• Whiskey, History, & Rock ‘N’ Roll At Ireland’s Slane Distillery & Castle
• Another famous spirit to explore:   Mixin’ It Up On A BACARDÍ Distillery Tour In San Juan, Puerto Rico

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Comments (4)

December 3, 2022 at 3:55 pm

We have gone to Lynchburg every year since 2016. But only taken one tour of the distillery. This site is absolutely reminiscent for us. Good job. We were not allowed to take the time to photograph the way you have. It makes me want to go again and be with a much smaller group.

December 3, 2022 at 8:57 pm

How fun that you get to go every year! You definitely should try to find a small tour group, maybe one of the special events.

Clint Chabot

May 3, 2022 at 11:57 pm

I wanted to know if there was a possibility of getting my squire calendar

May 4, 2022 at 7:19 am

Hi Clint! This blog is not affiliated with the distillery, so I’d recommend reaching out to them directly or contacting (or visiting) the Squire House. Cheers!

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Jack Daniel’s Tour

Visit Jack Daniel’s Distillery For Tours and Tastings

TOUR DETAILS

Jack daniel’s express tour.

• Tour Overview
• What's Included
• Tour Itinerary

Travel from Nashville to Lynchburg to learn the story of Jack Daniel, his hometown, and his world-famous Tennessee whiskey.

The Jack Daniel’s Distillery Tour includes transportation, guaranteed reservation for an “Angel’s Share” tour with an elevated tasting of premium whiskeys at Jack Daniel Distillery, and time to explore the charming town Lynchburg. Every Jack Daniel’s tour is filled with local lore, Jack Daniel distilling history , and, of course, great whiskey!

• Guaranteed “Jack Daniels Distillery Tour” with elevated tasting of premium whiskeys at Jack Daniel Distillery
• Sample single barrel and limited edition whiskeys during the guided tour
• Learn about Tennessee’s whiskey history at the Jack Daniel’s Distillery
• Travel in comfort on an air-conditioned bus with cooler, ice, and water
• View the countryside of Tennessee during the scenic drive
• Admission & Guided Tour of the Jack Daniel’s Distillery
• 90-minute Jack Daniels Distillery Tour
• Whiskey Tastings located in a Barrel house at the end of the tour
• Spring/Summer Jack Daniels slushy, Fall/Winter Jack Daniels hot beverage
• Approximately 1.5-Hours to visit the small square of downtown Lynchburg
• Professional Driver/Guide

Depart from Nashville This Jack Daniels Distillery Tour picks up near the Rep. John Lewis Way South at 9:45am. Feel free to bring your adult beverages of choice for the bus. The group will depart promptly at 10:00 am for the 1.5 hour trip to Lynchburg, TN.

Explore The Charming Town of Lynchburg, TN You’ll have about an hour and a half to peruse the small square of downtown Lynchburg for shopping and lunch on your own.

Tour Jack Daniel’s Distillery Upon arriving at Jack Daniel’s distillery, you’ll disembark the bus and your guide will get you checked-in to the distillery. The tasting tour runs approximately 1.5-hours.

Return to Downtown Nashville After your tour you will depart for your return to Nashville. The ride is about 1.5 hours back to Nashville. You will arrive at about 5pm.

Jack Daniel's Distillery Tour Options

Jack daniel's distillery tour.

Jack Daniel's Hometown Experience

Reviews from Guests

• The tour at Jack Daniels was fascinating from start to finish. Great time doesn’t even start to describe our experience. We all felt like royalty with the treatment we received. First let me start off by saying how wonderful our driver Ray was. What a true gentleman. Not only was he a good driver and tour guide but kept us laughing and entertained with history and stories. A real gem for sure. We are all honored to have met him. The tour at Jack Daniels was fascinating from start to finish. Our tour guide was Ashley, she is what I would call personality and then some. Lunch at Miss Mary Bobos was behind our expectations. We all felt like we were eating Sunday dinner at grandmas house. We also enjoyed having the free time to shop in the square. When I first read that we would be going to the grave site at Jack Daniels I was skeptical to say the least. But after experiencing it I definitely changed my mind. I guess the only way to describe it was, cool. I would highly recommend Ray and Mint Julep to anybody. We have already penciled in a trip back to Nashville in June 2022. I will be contacting you again to see what kind of tour we can do next time. Thank you for all of your help. read more > read less Kristine 10/11/2021 One of the highlights of our trip! The trip to Jack Daniel's was amazing. Emily helped me book my reservation for six, she was so wonderful I could not have asked for more. Silas was our driver and helped us get there safely, he picked us up at the hotel. This was my second experience using Mint Julep Tours, they are the best. Brandy was our guide at Jack Daniel's, she was amazing. She spoke clearly and was very informative. All in all, it was a great trip, thank you all for making our trip so wonderful. I recommend this trip to everyone that visits Nashville, it was one of the highlights of our trip. read more > read less Susan G. 4/09/2020

Frequently Asked Questions

How many stops will we make during the tour.

There will be two main destinations throughout the day, Lynchburg and Jack Daniel’s Distillery.

Stop 1: Downtown Lynchburg Upon arrival in Lynchburg, you’ll have about an hour and a half to explore the charming downtown square, perfect for shopping and enjoying lunch on your own.

Stop 2: Jack Daniel’s Distillery Afterward, the tour continues at the renowned Jack Daniel’s Distillery. Your guide will handle the check-in process, and you’ll embark on a 1.5-hour tasting tour of the distillery.

Is this a BYOB tour? Can we bring drinks on the bus?

You can bring your own beverages on the bus for the drive there and back. You must be 21+ of age to go on this tour. Please drink responsibly.

Can we request stops on the way to Lynchburg or in Lynchburg?

Requests cannot be made for this ticketed tour as it follows a pre-set itinerary and is a public tour. If you’d like to tailor your itinerary or create a custom tour with our Experience Coordinators, please inquire about Custom Travel options.

What should we bring for the tour?

Please bring a v alid ID and closed toe shoes (for the distillery tour).

What is the maximum number of guests per tour?

Our busses and transportation options allow for a maximum of 24 guests per tour departure.

Can we play our own music on the bus?

Personal playlists cannot be played for this ticketed tour as it is a public tour. If you’d like to tailor your itinerary or create a custom tour with our Experience Coordinators, please inquire about Custom Travel options.

What is the cancellation policy? What if I need to reschedule?

Our tours are non-refundable. To request a change to your booking or reschedule, call 615-436-0187 .

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Touring Jack Daniel’s Distillery: A Whiskey Lover’s Dream

Updated: Jul 1, 2024 · Published: May 18, 2022 by Dave Lee | May contain affiliate links

I became aware of Jack Daniel's whiskey long before I could drink it, thanks to rockstars wearing the iconic brand's t-shirts. Therefore, booking a Jack Daniel's Distillery tour was a given the first time I visited Nashville , Tennessee.

Whether you're an occasional Old No. 7 drinker or a connoisseur, a whiskey tour and tasting at the oldest registered distillery in the United States makes lasting memories.

Table of Contents

Booking a Jack Daniel's Tour

Visitor's center, distillery grounds, lynchburg town square.

Upon arrival in Nashville the week of July 4, 2019, I sketched out how I planned to spend the holiday week. Since I was staying downtown and relying on rideshares, the best way to go on a Jack Daniel's Distillery tour was to find one that included roundtrip transportation. There is no public transportation between Nashville and Lynchburg, a one-traffic-light town with a population of 6,362.

You'll save significant money if you have a car or rent one. Order your tour online from Jack Daniel's website (or pay on arrival).

Given the popularity of this day trip from Nashville, I quickly found multiple companies departing daily for the 90-minute journey south to the tiny town of Lynchburg, TN. I bought a ticket for the Jack n' Back Tour from Tennessee Whiskey Tours for $102 as I was going on a Wednesday.

The cost is $121 per person if you go on a Friday, Saturday, Sunday, or Monday. Complimentary bottled water is available on the bus, which I appreciated on the ride back to Nashville. Alcohol isn't served.

The price includes the following:

• Roundtrip bus transportation from downtown Nashville.
• A ticket for Jack Daniel's Angel's Share tour (90 minutes).
• It takes about an hour to wander around Lynchburg's town square.

Tickets from Tennessee Whiskey Tours are non-refundable, though they are transferable. For maximum flexibility, book your tour with Viator .

Booking with Viator offers several benefits, including a "book now, pay later" option and free cancellation up to 24 hours before the tour begins. Read their policies before you buy, as they're subject to change.

We disembarked at the Visitor's Center following an uneventful hour-and-a-half bus ride from Nashville to the Jack Daniel's Distillery.

We were greeted by a statue of the famous 5'2" proprietor, whose full name is Jasper Newton "Jack" Daniel. Memorabilia and photos line the walls behind him.

When our Jack Daniel's Angel's Share tasting tour began, the guide pointed out an old black-and-white photo featuring Jack Daniel (center right, with a white hat and large mustache) and his employees.

The African American gentleman in a dark hat sitting to Jack's right is an important figure. Nathan "Nearest" Green was born into slavery and later taught Jack Daniel his distilling techniques. After the Civil War, Nearest Green became a free man and was hired as the first head distiller at the Jack Daniel's Distillery.

Today, that position is known as Master Distiller, which means Green was the first African American master distiller in U.S. history. Since Green's tenure ended, only seven other master distillers have worked to oversee whiskey production and ensure quality control.

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Next, we were led outside, where we briefly looked at one of the massive barrel houses used for whiskey storage. There are 90 warehouses on the distillery's property and scattered throughout Moore County, with 1.2 million gallons of whiskey per building.

One of the most interesting facts I learned is that Moore County is a dry county, meaning it's legal to distill liquor but not buy it. An exception was made for commemorative products in Jack Daniel's bottle shop. At this point in our dry county tour, we boarded a small shuttle bus to see more of the grounds.

Charcoal Production

Our first stop was the facility where charcoal is produced. Employees light pallets of sugar maple wood on fire three times a day, three days a week, at the charcoal production site. The fires reach up to 2,000 degrees Fahrenheit to produce charcoal—and lots of it.

Jack Daniel's whiskey is filtered through ten feet of charcoal over three to five days in a process known as mellowing. It's the charcoal mellowing that helps give the whiskey its smooth taste.

While it wasn't mentioned on the tour that I could recall, I later learned about the company's commitment to sustainability from its website. This includes water conservation, tree protection, and zero-waste initiatives such as "upcycling sugar maple charcoal used for filtering into smoking pellets for barbecues."

Cave Spring Hollow

Next, we were taken to Cave Spring Hollow, natural springs that run two miles deep beneath a limestone cliff. This humble-looking spring has provided all the water for Jack Daniel's whiskey since 1866. The limestone rock filters iron out of the water, making it more suitable for creating whiskies. In front of the cave, there's another statue of Jack entitled "Jack on the Rocks."

We were also invited into an old wooden building with pictures of Jack on the walls and a heavy floor safe. According to our tour guide and the company's website, Jack Daniel kicked the safe after forgetting the combination in 1906, leading to a toe injury for which he never sought treatment. The injury eventually led to gangrene, killing him on October 9, 1911. He was 62. However, per Peter Krass, author of Blood & Whiskey: The Life and Times of Jack Daniel , the gangrene was unrelated to Jack's frustration with his safe.

Still House

Our Jack Daniel's Distillery tour continued with a walk up a metal staircase to the second floor of the Still House. In this seven-story distillery building, the charcoal mellowing and fermentation processes help produce Jack Daniel's Tennessee whiskey. Photography is not allowed inside.

Bottling Room

After passing through the Still House, we briefly looked at the bottling room, which was not active then. Every drop of Jack Daniel's ever produced comes out of this one distillery, which means this shiny stainless steel equipment is put to good use. According to sales figures , the distillery sold over 12.3 million 9-liter cases of Jack Daniel's globally in 2020. That's a lot of whiskey!

Jack Daniel's Barrel House 1-14

Our tour concluded with a whiskey tasting in the Jack Daniel's Barrel House building adjacent to the Visitor Center, where we'd begun. Everyone participating was given a flight of Jack Daniel's whiskies to try. These were small pours to get a taste, not shots to get you drunk.

We tried the following varieties of Jack Daniel's:

• Sinatra Select
• Single Barrel Select
• Single Barrel Barrel Proof
• Single Barrel Rye

Whiskey lovers will appreciate the cards that accompany each whiskey, which include notes about the process of making it and the flavors. Once the tasting was over, we exited through the gift shop known as The White Rabbit Bottle Shop.

You could buy everything you tasted here, plus additional options like Gentleman Jack, Tennessee Honey (which I tried later at a bar in Nashville and liked), and Tennessee Fire.

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We were given an hour to walk around downtown Lynchburg and grab lunch. The stately Moore County Clerk's building is in the center of downtown, with shops and restaurants around the periphery. I'd gotten a tip to try Barrel House BBQ , so I ordered their signature Grilled Cheese on Crack (American cheese, pulled pork, and habanero) with a bag of potato chips and a fountain soda.

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They also served the sandwiches with smoked sausage, pulled chicken, and brisket. Another option is Miss Mary Bobo's Restaurant , which is in a 100-year-old mansion that used to operate as a boarding house, where Jack Daniel would go to eat.

After my sandwich, I did a loop around the square, stopping in the Lynchburg Hardware and General Store (the official Jack Daniel's gift shop) before returning to the bus. As scheduled, we'd left Nashville at 9 a.m. and were back by 4 p.m.

The Jack Daniel's Distillery tour was undoubtedly one of the highlights of my first trip to Tennessee. If you want to learn about American whiskey, I highly recommend making the trip. Book a tour with Viator and enjoy free cancellation up to 24 hours before your tour starts.

Tour Jack Daniels

You drink. we drive. and make you laugh. and sing for you., jack daniels distillery  tour, list of services.

Departs at 8:45 AM*

Returns by 3:30 PM*

Jack Daniel's Distillery

Lynchburg, TN

$129.99 per person

Must be 21+

Bachelorette parties

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Jack Daniel's Lovers 

Join our Nashville to Lynchburg Tipsy Tour and become the star of an unforgettable whiskey adventure! Get ready to share hilarious stories and dance like nobody's watching.

With us, you're not just another tourist – you're the VIP! Tipsy Tours redefines time, transforming a 90-minute journey to the Jack Daniel's Distillery each way into a whirlwind of entertainment.

• Alcohol-infused trivia
• Captivating Story Time
• Thrilling dance contests

We will have you singing all the way back to downtown Nashville!

Of course, we have the distillery tour and lunch covered – no worries there!

Immerse yourself in the legendary Jack Daniel Distillery. Witness its inner workings firsthand and indulge in JD's finest whiskies during the 90-minute tour. Afterward, delight your taste buds with a mouthwatering BBQ lunch on the charming square in Lynchburg before heading back to Nashville.

Don't let this incredible experience slip away – be the star of your own Jack Daniels adventure!

Where and when??

You will board the bus at 250 Rep John Lewis Way, on the side of the Omni hotel by Bob’s Steakhouse. We will depart at 8:45 a.m. sharp and make our way to Lynchburg. Be prepared to have a great time, because you never know what will happen on the way there!

When we arrive and are ready to tour Jack Daniels, you will be treated to the Angel’s share tour. This includes a tasting of some of the Gentleman's finest whiskies. (Yes, they are D-lish!!)

Once your tour is complete, you’ll have an hour and a half to explore historic Lynchburg and grab lunch.  

* Times are approximate. You will get a text the day before your tour with exact time details.

Our pickup location is conveniently located within walking distance of Renaissance Nashville, Ole Red, Hilton Downtown Nashville, and the Music City Center.

Why tour with Tipsy Tours?

Your hard-earned dollar pays for you to travel in style down to historic Lynchburg, TN, where you will take the Angel’s share tasting tour at Jack Daniel’s . During your trek to whiskey greatness, the ride will be filled with sing alongs, trivia, and a lot of laughs and great times.

Can I drink alcohol on the bus ride?

Yes! Let Tipsy Tours purchase it for you ahead of time, so it is one less thing you have to worry about! Keep in mind that we do not make any restroom stops on the way to Jack Daniel’s or Short Mountain. In addition, neither place will let you in if you are M.C. Hammered.

Is it okay to tip the tour guides?

Sure! If you like something they’ve done, why not?

Does everyone have to be 21 to hop on board?

Yessir-ee!! Since we will be tasting alcohol, we have to be 21.

How many folks will be on the bus?

Because we like to create an intimate, personal experience, we limit the maximum number of participants to 13.

Can I book a private tour?

We would love to accommodate you and your friends! Give us a decent heads up so we can plan accordingly.

What if I don't like whiskey? Should I still book a tour?

If you like to have a good time, see some history, and experience the beautiful rolling hills of Tennessee, then you should DEFINITELY book a tour. Plus, if someone accompanies you, they will be happy to have YOU pour your tasting share into THEIR glass!

What happens if it rains?

Since some of the tour at Jack Daniel’s & Short Mountain is outdoors, come prepared with either a poncho and/or an umbrella.

What is your refund policy?

Tickets are non-refundable. But, if something comes up you can always reschedule for another time with advance notice.

Is this a handicapped accessible tour?

Unfortunately, our vehicles are not handicapped- accessible, much like the distilleries.

I'm HUNGRY! What can I eat in Lynchburg?

After your tasting tour, you are free to peruse downtown Lynchburg, where you will have several food choices, including some D- LISH BBQ! 

Do I have to sing while I am on the bus?

If you’re not feeling like Whitney Houston today, you don’t have to sing. Singing is optional, but definitely encouraged!

What happens if I have a good time on the bus?

Are you kidding me?

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Tipsy Tours

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Tennessee Whiskey: How to Do Jack Daniel’s Distillery Right

We’re fortunate to live in a part of Tennessee rife with waterfalls, state parks and spirited attractions. And what kind of tourism marketers would we be if we did not, in fact, take them to a few of our favorite spots in the area, including a tour at Jack Daniel’s Distillery in itty-bitty Lynchburg?

This post was last updated in June 2023.

Can you drink in Lynchburg?

A lot has changed at Jack Daniel’s Distillery over the years. For one, while it’s still a dry county—yes, that’s still a thing—you can, in fact, sample at the distillery, which wasn’t the case a decade ago. Now, there are three exceptions to purchasing alcohol in Moore County: 1) when you go on an official Jack Daniel’s tour through the distillery, 2) if you’re an employee and are the recipient of Good Friday each month (more on that later) and 3) if you purchase something from the on-site White Rabbit Saloon to consume back at home.

Dry county or not, Lynchburg locals are some of the most jovial humans I’ve ever met, and our tour guide Kim on this particular occasion followed suit by being friendly, informative, fun and outright hilarious. It must be something in the air, or maybe the (spring) water.

Getting to Lynchburg

Lynchburg may be what us locals would consider “out in the boonies,” but it’s pretty accessible from Nashville—less than 90 minutes if you take I-24 south and then get off the interstate right around Christiana and veer through Shelbyville—and Huntsville, where it’s just under an hour due north on Highway 431 from downtown. If you don’t have a car, you can easily book a tour to Jack Daniel’s from Nashville .

Jack Daniel’s Distillery is also positioned right along the Tennessee Whiskey Trail, so if you’re hitting up other distilleries like George Dickel and Nearest Green, you can knock them all out in a day.

There’s not a whole lot to do in Lynchburg itself, so I wouldn’t plan to linger beyond your tour and exploration of the square, which is an hour, tops. From there, you can cut over through my hometown, Tullahoma, to go to Cascade Hollow Distilling Co. (home to Dickel), then continue on to Bell Buckle and up the mountain to Sewanee where you’ll have easy access to Stone Door and other tours on the South Cumberland plateau. Don’t have a car? There are plenty of Tennessee tours you can sign up for that include transportation.

There are also plenty of state parks in the area, many of which I have outlined here in my summer ideas for Tennessee travel post.

Which Jack Daniel’s tour should I take?

There are several Jack Daniel’s tour options you can take. In the past few years, the distillery has evolved, thanks to a piece of legislation that changed some archaic laws in this dry county a few years ago. If you’re not a drinker, you can still take the Dry County Tour. If you want to sample a bit of the hard stuff, but aren’t really a whiskey connoisseur (yet), the Flight of Jack Daniel’s Tour, in which you get to taste a flight of five, is the perfect option for you.

If you know your way around a barrel, however, and appreciate the finer things in life, then I must point you toward the Angel’s Share Tour, which gives you an in-depth look at the whiskey-making process and allows you to taste five single-barrel pours. I’ve done this twice, and it is without a doubt, my favorite distillery tour anywhere . Forget Old No. 7; you’ll want to stock up on the Jack Daniel’s Single Barrel, Jack Daniel’s Barrel Proof, Jack Daniel’s Single Barrel Rye, Jack Daniel’s Sinatra Select and Gold 27 before you leave. Bonus: All tastings are done inside this amazingly gorgeous barrel room.

For those who really want to know more about the area, there’s one final option dubbed the Taste of Lynchburg, where you get a three-hour experience, which includes a storyteller-led tour, the Angel’s Share tastings and lunch at Miss Mary Bobo’s (see below). While I’ve never done this, if you’re a first-timer to the area breezing through town and you really love you some Jack, that might be the way to go to really maximize your time on the ground.

No matter when you’re visiting or which tour you choose, however, you need to make tour reservations in advance. SVV tried to drop in midweek last fall when one of our muralists was in town, and even then, it was more than a two-hour wait to get on a tour as a walk-in.

Purses and backpacks are no longer allowed in the distillery, so bear this in mind and either take a fanny pack or wear something with pockets so you can take your phone and wallet with you. You’ll (obviously) need your ID to get in.

Cameras are allowed, and there are free lockers in the visitor’s center in which you can store your belongings if you don’t leave them in the car.

The tours themselves are fascinating, both because of the history of the area, the spring that feeds the whiskey and the process of manufacturing such a product in general.

When I say you get a behind-the-scenes look at distilling, I’m being serious; on the Angel’s Share tour, at least, we got to venture out and see where the barrels are charred and learn more about how the char brings the natural sugars of the wood out and how toasting them to a certain degree alters the final taste, much like a marshmallow.

We also got to inhale the vapors from distillation, something SVV took full advantage of, using it as his personal cologne. Jack is missing a big market here!

And, finally, you get a bit of a history about the cooperage via video, then get to walk through the active bottling room as the bottles themselves are speeding down the conveyor belt.

Some facts you might not know about Jack Daniel, both the human and the distillery:

Jasper Daniel died of gangrene in 1911 . The story of kicking the safe, breaking his toe, and officially succumbing to gangrene is indeed (at least partially) true. You get to go in the former office and see the malicious safe that took the famed distiller’s life. (Wear steel-toed boots, ha!)

He was a short—like, really short . He was five feet, one inch, the height of my wee mom. In photos displayed of him on the property, he was the only one who was not sitting down—and the other men still towered over him.

“Good Friday” is a monthly holiday among distillery employees at Jack Daniel. This dates back decades, if not centuries, and I have had many a friend employed by the distillery who looked forward to the day each month when they got a bottle of Old No. 7 to take home with them.

In order to be “Tennessee whiskey,” it must meet a few criteria.  It has to be made from 51 percent corn, filtered through charcoal, then aged in charred, new American white oak barrels. Jack Daniel’s uses a 10-foot bed of sugar maple charcoal, though this varies by distillery.

All Tennessee whiskey is bourbon, but not all bourbon is Tennessee whiskey. Urban legend: “bourbon must be made in Kentucky.” False!

Jack Daniel’s Distillery has 90 seven-story barrel houses, each of which stores 1 million gallons of whiskey. That’s a lot of liquid gold! And yet, 60 percent or more of the revenue is paid back directly to Uncle Sam.

The secret sauce is in the spring. The distillery’s headquarters are right atop Cave Spring Hollow, from which it draws its water. Every wonder why all the best bourbon and whiskey in the world comes from Tennessee and Kentucky? You have our limestone beds to thank.

Can you believe that Jasper Daniel purchased the hollow and its surrounding land for a cool $2,148 back in the mid-1800s? There’s no secret Fountain of Youth, and no sediment—just clean, pure, natural spring water.

The black you see on the outside of barrel houses and many trees is due to a fungus common among distilleries everywhere . It feeds on ethanol and isn’t harmful to humans or animals for that matter.

Lunch at Miss Mary Bobo’s Restaurant

For as long as I can remember, my family has been taking every out-of-towner who passes through to the iconic former boarding house known as Miss Mary Bobo’s. This Lynchburg institution has been feeding both locals and passersby since 1908. It’s accumulated quite the following with the commitment to down-home Southern cooking and the fact that it is backed by the Jack legacy. Miss Mary herself stood at the boarding house helm until she died the year I was born, 1983, just one month shy of turning 102. For 31 years after that, Jack’s great-grandniece Lynne Tolley took the reins until selling it in 2014.

Note: You need a reservation for Miss Bobo’s, and you’ll be asked to arrive about 15 minutes prior to seating. Once your table is called, you’re accompany your hostess to the room, where you, your companions and complete strangers will be seated around one big family table and served generous helpings of Southern cuisine, family-style. Every time I’ve been to Miss Bobo’s, the menu has been a little bit different—though there are always staples of mac and cheese, mashed potatoes, biscuits and, of course, fried okra—with the proteins rotating among such dishes as fried catfish, meatloaf and fried chicken. Since it’s a dry county, you can’t order booze, but there is a bit of Jack baked into the dessert always, and tea—both sweet and unsweet—and coffee are served with the meal.

One thing’s for certain: You won’t leave hungry! Expect to spend about an hour at lunch, so plan your tour accordingly. I suggest doing the tour/tasting and  then  the lunch, as you’re going to need a nap afterward. Lunch at Miss Mary Bobo’s is a set fee of $25 for adults and $9 for children with two seatings available Monday through Saturday. Be sure and tip your servers generously as they’re all students on scholarship from the local Tullahoma college, Motlow State.

Where to stay near Jack Daniel’s Distillery

Lynchburg itself is a blink-and-you’ll-miss-it town, meaning there aren’t a whole lot of lodging options. There are, however, a few Lynchburg bed and breakfasts and plenty of Tennessee vacation rentals in the area if you plan to stay over, which I definitely think you should.

Want more ideas for whiskey travel in Tennessee? Start here:

• How the Tennessee Whiskey Trail came to be
• West Tennessee’s lone distillery in Memphis
• The urban distilleries of the Nashville area
• The backroads of Middle Tennessee
• East Tennessee’s moonshine culture

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I don’t like whiskey. Until I found Jack Daniels Tennessee Honey. I can drink this without mixing it with anything and I love it! Then someone burst my bubble and told me it’s actually liquor… 🙂

I had no idea this was a dry county. I have to admit I do like Jack Daniels and this tour sounds really interesting. It sounds like this particular drink has quite the story to tell

I have made many tours over the years. I would visit Fayetteville for factory tours and we started adding the Lynchburg tour to it. Over the time period I introduced and guided many colleges to Jack Daniels ol #9.purchased many collectors 5ths. If visiting buy some of the brownies and fudge loaded with jack from the local store.

I took the tour exactly 10 years ago and you couldn’t taste the whiskey at all. The only time you could is if you were buying a barrel and then you would go inside a little house that was built on the property and you could taste whatever you wanted.

Wow, I grew up in Tullahoma and now live in OKC, so all your articles held my interest for sure!

You even had the best guide for this trip! Ms Kim is known among Tennessee Squires for her fine tours and even a celebrity in her own right after having appeared on the latest season of The Biggest Loser! Only I would add that space for 2 meals is needed in Lynchburg- Barrel House BBQ’s Grilled Cheese on Crack is legend among frequent Jack Daniel’s visitors!

She was the BEST! And I had no idea she was on TV. How fun! Noted on trying the grilled cheese next time I’m in Lynchburg 😉

Can I buy bottles of whiskey and souvenirs at the distillery? Need address and phone number of the distillery.

Hi, Ken! You can buy bottles at the distillery, but not order online do to current liquor laws.

I was enjoying your blog as I lived in Tullahoma during my Junior High years, and we had a field trip to the Jack Daniel’s distillery. I was stunned (and so pleased) to see Emily in your photo of Miss Mary Bobo’s! I recognized her at once, as her sister Sarah and I were best friends! Such a nice surprise! Are you and Emily friends? (Not mentioning last names to protect their privacy.)

Yes! Her husband was my mom’s best friend all growing up and also in college at Vanderbilt. Her kids were close friends of mine growing up, and now she’s the DAR president of the chapter I’m in. Small world indeed!

I was stunned (and so pleased) to see Emily in your photo of Miss Mary Bobo’s! I recognized her at once, as her sister Sarah and I were best friends! Such a nice surprise! Are you and Emily friends? (Not mentioning last names to protect their privacy.)

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Fawn Weaver’s Entrepreneurial Journey as an Outsider in the Spirits Industry

Brian Kenny:

What beverage created by monks, dates to 2000 BC, has been used as both a medicine and a party drink, lasts for up to 100 years, and was once the favorite currency in the state of Pennsylvania? Here's a hint, it begins with a “W”. That's right, it's whiskey. With recipes passed on and perfected through the ages, this spirit has been adopted in markets around the world, spawning dozens of varieties, while generating around $60 billion in US sales over the past year. Whiskey has benefited from a recent surge in popularity, driven by craft distilleries and the emergence of premium brands, but in a segment that's dominated by a small number of well-established heritage brands, new entrants’ only hope of breaking through is to capture lightning in a bottle. Today on Cold Call , we welcome Hise Gibson, to discuss the case, “Uncle Nearest: Creating a Legacy.” I'm your host, Brian Kenny, and you're listening to Cold Call on the HBR Podcast Network. Hise Gibson is a senior lecturer whose research focuses on topics related to innovation and technology, and operations management, human capital development, inclusive leadership, and leading organizations through crisis. You're a first-time guest on Cold Call . Welcome, Hise.

Hise Gibson:

Thanks a lot, I really appreciate it.

So, I’ve got to tell you, in preparation for this podcast, I went on the hunt for some Uncle Nearest whiskey because I thought it's important for me to do some product research, to experiment with the product. I failed in that experiment; I couldn't find it. So, one of the things we've got to do is make sure that it's up here in the Northeast in stores, but have you tried it?

Absolutely. I think it's an amazing product and if you venture out about 15 miles from Cambridge, you can find it.

Okay. All right, I'm going to ask you for the location after we're done here today. It's funny because I was thinking on Cold Call , we have covered the beer industry, we've covered, we just did an episode on natural wine making, and now we're into the spirits. So, we're just trying to make sure that we cover all the different possibilities there. I'm going to ask you to start by just telling us what the central issue is in the case and what your cold call is to start the discussion.

I think the central issue in the case is, can what Fawn did before be replicated in a completely different industry again? Or was this just pure luck that she was able to stumble into the spirits industry and create basically what we know now as a unicorn.

Fawn Weaver, by the way you mentioned her, she's the protagonist in the case and we're going to talk more about her. I'm wondering how did you hear about it and what inspired you to write about the case?

Once I learned about the story of Uncle Nearest, and so the story around the formerly enslaved man who taught Jack Daniels how to make whiskey.

Not a myth, not folklore, not some kind of story, it actually happened, and then that's the story that wraps around this brand. And so, if we think about just basic marketing, what pulls people in? A great story. When I learned that, I was like, this is great. I stumbled upon Uncle Nearest, drank it, great product. And I was at a gala and I met a buddy who was an investor who knew her, and I was able to get her on a call and after 10 minutes of talking to her, I'm like, oh, we got to share the story. There are so many points in just her spirit, how she engages, how thoughtful she was.

Tell us a little bit about her journey before she found herself in the spirits industry.

Well, her journey is very unique, primarily because she's a high school dropout. She went, somehow found herself into marketing. She stumbled into being basically a writer, historian type, who's known for that. So, and she stumbled upon Uncle Nearest through just reading an article in the New York Times in 2016, because Jack Daniels was starting to think about almost resurrecting its history around connection to underrepresented groups and how it came to be. And there's struggles around that and a reporter wrote about it, she learned about it, and then as a historian decided, you know what? I should write a book on this guy. But once she arrived in Tennessee and did a lot of studying and research, thought, I got to do a little bit more. And she talked to the family and that's what drove her to do something: put his name on a bottle, is what the family said.

Yeah, which gets to the legacy mentioned in the title. Do you think that her background made her uniquely suited to be able to see these opportunities and take advantage of them, to be so entrepreneurial?

I think her background is critical because like many unconventional leaders, they're not constrained by the pathway. They are unmoved by the norms because she was never taught the norms. Everything she's done, she's done for the first time, which creates probably an ultra-entrepreneur, because of not being constrained by any of the status quo. It doesn't affect her at all.

Yeah, and not afraid to do things that she hasn't done before, like write a book, like become a published author, all those sorts of entrepreneurial things that she pursued in her time, and then launching Uncle Nearest. In the intro, I mentioned that it's such a tightly controlled industry. I mean, there's regulations that control it, there's existing players that control it, that make it very difficult for a new entrant to come in and be able to break through the way that she was able to. What are some of the things that she did to be able to have that kind of impact so quickly?

Great question. I think what she did to have an impact so fast was she was able, because of her research, to recognize the industry is so fragmented, and a lot of that if we go back 100 years to Prohibition, there are a lot of rules and structures that we put in place post Prohibition that makes spirits a very state to state industry, with very large distributors in each state. Each state has different rules, and she leveraged that to her advantage. And also being able to communicate with Jack Daniels as not a direct competitor. She was very clear about that, she's not going to be Jack Daniels No.7…Jack Daniels No.7 Seven is not a premium brand. She's going to operate at a different level, which allows for coaxing and the ability to not compete, which meant Jack Daniels could support, which is what they've done the whole entire time.

That's kind of remarkable in and of itself though to me, because she comes up with this idea, we're going to celebrate Uncle Nearest and the contribution that he made to creating one of the best American spirits. And the cynic in me would say that the people in charge of Jack Daniels would shut that right down and take that idea for themselves. How was she able to negotiate that?

One thing that is interesting, that I think is interesting, and why I love sharing this case, is highlighting the leaders, do you want to be right, or do you want to be effective? Two different things. And in the run up to developing Uncle Nearest, she positioned herself as just the chief historian, just the researcher, just the young Black woman over here who is sitting in the meetings taking notes. And her husband, who's an amazing, amazing man, Keith, who was a long-time entertainment executive, sat in the room as the guy because it's a male-dominated industry. And because of so many entrants, what's one more player? They'll fizzle out in three to five years, which is the life cycle, almost like a National Football League athlete, three to four years. You're not going to be able to make it, and so you're not a threat. So you think. And there's so many rules to enter into the industry, there's no way you could be successful.

Yeah, I think the case even mentions that she would try to get calls back, she would phone up the people at Jack Daniels that she needed to talk to and then she wouldn't hear from them, but if her husband called, he would get a call, same day.

And just that reality of having an unconventional upbringing, being a Black woman in America, recognizing and accepting the world as it is, not as she wished it would be, it should be fair, it shouldn't be that way. Okay, it is that way. Now, how do I navigate it? And she never took anything personal, she focused on, what is the goal? And that I think that mindset of trying to be effective versus focusing on being right is what really helped her move quickly and then navigate challenges that she didn't realize were about to come, like the world shutting down and having to still sell spirits.

Right, right. You mentioned a little bit of the history of Uncle Nearest and the contribution that he made. How did she treat that? I would imagine it's very delicate, right? You don't want to look like you're capitalizing on him, and that's not what she was trying to do. She was trying to bring his story to the surface to create a legacy. How did she treat that?

So, she treated bringing the story to light based on those values and two of those, honor and respect. The core values of the organization—that’s how she thought about the story, and as I would just say, a master marketer. I don't think she would say that about herself, but as a master marketer, if I can put the story out, the switching cost for whiskey is not high. If it's a good product, I'm going to go to it, if it's a great story, when I taste it it's going to be fantastic. And so she treated it that way, and because of the fact-based way in which it exists, the story was actually in Jack Daniels Distillery up until 1979. It was part of their tour, “Jack Daniels, The Last Descendant,” and the autobiography that came out in 1967 on Jack Daniels mentions Uncle Nearest more than any other person.

Interesting. So they didn't shy away from it. They owned this.

That was just part of who they were and there's been three generations of Uncle Nearest descendants who have worked in Lynchburg in the distillery, for over 100 years.

Yeah, so the relationship between Jack Daniels and the family is strong, which is also helpful here. Do you think that the introduction of the brand and the story itself was able to have some sort of an impact on recognition of African Americans more broadly?

I think it did provide a push for recognition of African Americans' contribution more broadly, but as we both know, if the product's not good, it is not going to sell. And because of the reality of the spirit industry, she had to develop the appropriate strategy to pierce the industry, because as my doctoral advisor, Ananth Raman, who's a retail inventory expert, would say basically, “where you place stuff matters.” And if it's at eye level or somewhere within an eye shot, the probability of you picking up that bottle is higher than if you're way up high or way down low. And placement inside of liquor stores is interesting and local. So having to understand that strategy and find people and position them and push was very important. And so even that push part, her strategy was important.

So somebody’s buying it, great, because they’re interested in the story, they look at it and they bring it home. It's got to taste good, right? We have established that. How do you make a new whiskey? How does that even work?

I thought it was interesting because what Nearest Green is known for is the Tennessee method. The water matters, and then limestone and then using coal to sift it and to drip it through, filter it, that's the Tennessee method. That way of lime and coal and creating filters through before putting it in the barrel to let it sit, is what makes it, Tennessee whiskey taste different than other whiskeys. And so, if we think broadly about one segment of the market, African Americans. African Americans, I grew up, I'm from Texas, I'm familiar with whiskey being Crown Royal, a Canadian whiskey. How did a Canadian whiskey become the thing that African Americans drink? I am unclear, but that's what I knew. So, the switching cost is something that tastes better, isn't high when okay, I can spend 30 bucks on a Crown Royal bottle or 40 bucks on this new thing that's connected to a formerly enslaved man. Let me try that one and see how it is.

And sometimes even that extra bump in the price gives it that sense of premium quality so you feel like you're getting a better product anyway.

Better product.

Yeah, yeah. How did she find people to help her create the unique flavor that she was looking for? I know the answer, but I thought in the case it was really interesting because I don't feel like I could just walk into a distillery and figure out what to do, but that's essentially what happened here.

And that's exactly what happened here and one of the funny parts is, because when she went to Lynchburg, when she found the farm that Nearest Green taught Jack Daniels how to make the whiskey and bought it. And her realtor told her some stuff and she learned about her realtor who had been one of the distillers in Jack Daniels for years, and then stumbled upon Nearest’s daughter who worked in forensics for 20 years but had a great taste for whiskey.

It’s kind of bizarre that connection, but what you patent is the process for making whiskey, and that's what they have, the process. So, in order to start a new spirit, it takes at least four years to create whiskey, at least four.

Yeah, because it has to age.

It has to age. So, what happens is normally when other distilleries have too much product, they have to get rid of it. Well, if you take that product through your method, well now it's yours, at least as your product is aging. So, it's very interesting. How can someone have something this fast? Well, that's how you can do it, at least on the front end. And now if you were to go to the distillery and go into rickhouses, you will see, I know right now I can't get 1820, which is a product out of Uncle Nearest, which is an amazing whiskey, until 2028.

It’s sitting in the rickhouse right now aging. I can't wait.

The tour is I think, interesting to talk about too, because Fawn wasn't just creating a product here, she's creating an experience. She has ambitions to have this be much more than just a spirit brand.

Absolutely. Her idea is to create a place for people to come to and not only appreciate the product but appreciate the story and the region and the importance of the region to not only the state, but to this particular industry. If you go on the distillery tour, you'll go into a place and learn about women's suffrage. Well, what does this have to do with whiskey? Well, you would learn quickly that Tennessee was the state that flipped, was the last component to the puzzle for women to be able to vote. So that's part of the story. And you also learn why this old horse farm is so important. Well, it's next to water, fresh water where you can make better whiskey and the limestone in the ground makes the water better. And so, they were very strategic and are now the third-largest landowner in the state of Tennessee.

Yeah, that's amazing. How important was the culture that she was trying to create to the success of the brand?

As we know, culture is everything and finding people who can do what I would call something that I learned in the military, there's a principle that we leverage called “discipline initiative.” Quickly what discipline initiative is, is someone's ability to react and make decisions and do things when the environment changes. When what you are ordered or told to do, you're unable to do because the enemy forced you to do something different. In corporate settings, we want people to have discipline initiative. We want them to be able to operate and engage and be innovative. She was able to pick people and distribute them, who could operate as independent operators, and understand we're trying to get the brand into different places. Go figure it out and do it, let me know what you need. And so, she became the ultimate resource manager, could provide enough guidance for people to operate, but then allow them to be awesome. But here's a kicker: You have to be a contractor for a set amount of time before you can come on the team, which is a very different business model. And you would think it wouldn't work. It works beautifully, and you have people trying to come and work for her because the culture is so good. A lot of businesses talk about being a family, but if you go and see and talk to anyone that's part of that ecosystem, that's what they exude, and she backs up how she operates through her actions and the support of each individual.

It's kind of genius because that's sort of like an on-the-job audition, and you get to do it for a period of time and prove your worth, but at the same time you get to feel out if this is the right place for you. So it works for both.

Oh, absolutely.

Brian Kenny: Yeah. The case talks about the fact that she's thinking in her mind as the case opens up, she's thinking about moving into cognac. So, I don't know how different cognac is than whiskey. I mean, I've had both, but it sounded to me like a completely different set of challenges that she would encounter going down that path. I mean, beginning with finding a place to make the cognac outside of the United States because it has to be made in France, is that right?

Absolutely. Kind of like champagne has to be made in the Champagne region, and scotch has to be made in Scotland. And we can't call things bourbon if it's not made in Kentucky. I mean, so same thing with cognac. In the Cognac region of France, there are families and houses that have been existing for centuries. And so for a new entrant to go into cognac is, not to say, maybe off the beaten path. Well, someone who has an unconventional background who is not constrained by mere things like geography. Will do the research, find the place, and buy 400 hectares of land in the Cognac region of France and get started.

So she's already done this?

She's already done this and is creating right now, because of the way that market is, is family owned, families feed into these large houses. But if we think about microbreweries, some of these families create their own kind of cognac because it can only be made there, they understand it, they've been doing it for hundreds of years. What if they could create their own as well, and feed into a larger brand? Well, the other brands don't allow this. So she's figuring out what drives the individuals and has pulled in a lot of those farmers who are on the land that she purchased and the most experienced master distiller of cognac in the region now works for her.

So she's at it again. And she's been able to convince investors to sign onto this. How does she pitch an investor on that crazy idea?

There's something about, and I think we share this with our MBAs at the Harvard Business School, that business is still a human endeavor. It is still a people business, and if you talk to any of our amazing alums who are phenomenal investors and you ask them hard questions like, why do you invest in something? They will always go to a person, not the idea, the person. And they believe that person is going to create a lot of value and make them a lot of money.

She's got some cred because of what she's been able to do with Uncle Nearest.

Yeah, yeah. How do you think this case contributes to the broader understanding of entrepreneurship and innovation? I mean, you've talked about a lot of her qualities and her unconventional background. What can listeners think about as they hear Fawn's story? How do they relate to that?

I think one way in which they relate to that is just thinking about the ways in which we describe leadership broadly. And so, we talk about awesome things like adaptive leadership, there's a whole stream of research about it. We talk about things like resilient leadership. We talk about ideas like, say like strategic leadership. The kicker is that this case allows us to really think about a person who's going through all of those evolutions at the same time and how they're able to comport themselves in a way to adapt and be resilient, while at the same time implementing strategy, which is the hard part. When we think about leaders, there are big idea people, and people who get things done. The sweet spot are those who can make the connection between the two. I would argue that very few leaders are able to be strategically sound and operationally effective. She's able to do both, and so the case allows for us to really understand, how does one create a playbook for whiskey that she's about to possibly use in a similar way, in a very different environment, and still also win? We'll see, yet to be seen, but if her past were an indication of her future.

Yeah, I'd bet on her.

I would bet on her as well.

I mean, the third dimension that she operates on here is this whole aspect of purpose driven, being purpose driven. I mean, what can listeners take away from the way that she thought about bringing recognition to underrepresented people?

I think what people can understand is that when you're able to really do the research and connect the story to the product, you're able to pull in people in ways you wouldn't otherwise. And I'll use an example when I've talked to friends who've never heard of Uncle Nearest, but like whiskey, once I tell them the story, they run to go find the product and then come back and tell me, "Oh, that was great." And then they tell a friend. And so, as we move to the cognac, there's got to be a story there.

Yeah, I was thinking the same thing.

As yet to be told, that I know exists that will come out over the next few months around the connection between African American soldiers and cognac that exists going back to World War I.

Yeah and it has to be genuine, and I'm sure it will be, just like the Uncle Nearest story. Hise, has been a great conversation as I knew it would be. Let me just ask you to end by telling our listeners if there's one thing you want them to remember about the Uncle Nearest case, what would it be?

I think the one thing I'd really want listeners to remember is to think to themselves about, how do they operate? Are they focused as individual leaders, informal or formal, on always trying to be right in every way, or are they trying to be effective to meet the goals, to create more value? There are times and moments when being right is really important. I have found over my time of leading large teams in crisis situations, that the most important thing that I've found having operated in combat more than a couple of times, is being effective is what is required to create the most value in any situation. And so really thinking to themselves, where am I based on the decision I'm dealing with? Am I trying to be right or am I trying to be effective? And if you just break it down to that very simplistic element, you'll probably figure out which way you need to go. And I would argue most times it’s going to be on the effectiveness track, the more senior you become.

Yeah, I love that. Hise, thanks for joining me.

Absolutely.

If you enjoy Cold Call , you might like our other podcasts, After Hours , Climate Rising , Deep Purpose , IdeaCast , Managing the Future of Work , Skydeck , Think Big, Buy Small , and Women at Work , find them on Apple, Spotify, or wherever you listen. And if you could take a minute to rate and review us, we'd be grateful. If you have any suggestions or just want to say hello, we want to hear from you, email us at [email protected] . Thanks again for joining us, I'm your host Brian Kenny, and you've been listening to Cold Call , an official podcast of Harvard Business School and part of the HBR Podcast Network.

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Dry county distillery tour.

Would you like to walk through our hallowed hollow and learn something about Mr. Jack’s distillery without partaking of his smooth-sipping whiskey? We admire your restraint.  The Dry County tour is perfect for you and teetotalers of all ages.  It may be whiskey-free but it’s certainly overflowing with distillery stories.  See firsthand how our Tennessee whiskey is carefully crafted all while learning a bit about our founder – Mr. Jack.

Must be 21+ to make reservation online

TOUR OVERVIEW

• Tour duration: 1 hour, 10 min.
• $25 Adults (18 and over)
• $10 Youth (10-17)
• Free Children (0-9)
• Sales tax and fees included
• Military (18+) and Senior (65+) discount available
• Tours offered Monday-Sunday 9AM to 4:30PM CST
• Open to all ages; no whiskey sample
• Maximum of 20 per tour
• Closed on New Year's Eve, New Year's Day, Martin Luther King Jr Day, Easter Sunday, Thanksgiving Day, Christmas Eve, and Christmas.

Questions? Please call us at +1-931-759-6357.

Want to know more about this tour? Read our Tour FAQs

Tour cancellation policy and terms & conditions

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