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[low droning music]
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[upbeat rock music]
- There's a nice pace to this.
Nobody in the whiskey game can be in a hurry.
Otherwise you'll be awfully frustrated.
I've worked on some great global brands over my career,
but I've never struck a brand
that has the connection that Jack Daniel's
has around the world.
I've never found a brand anything like it.
You know, our challenge is to keep the brand special.
Hey Phil. - How are you?
- Good. Good to see you.
A lot of the board members,
they're not familiar with brands that have grown
for six and seven generations of humanity.
And so here's this thing called Jack Daniel's,
which the reason it can do that is because it's iconic.
It's been adopted by culture and not just American culture.
It's been adopted by around the world,
that sort of quest for authenticity or realness.
Jack Daniel's just happens to sort of capture that.
- How many of these are we good
with where we're having to recreate the image?
The story is still real.
We want the best image we can to interact with the copy.
Kind of real, definitely real, definitely real.
Definitely, I'm talking imagery, not story.
- So long as we as the brand stewards stay tight
to what we can do, what we're allowed to do,
some advertise, some types of advertising
and some types of product development,
the cultural industries will look
after that brand it seems to be.
Jack's sort of like American whiskey for the world
and now it's as big as it is and with that sort
of scale comes those challenges of how do you keep it
as authentic as Lynchburg really is?
I think if told, you know, in a way that's unencumbered
by us the brand owner, whatever it is
that has made it the world's most popular whiskey,
you know if we could capture that
that must be an interesting story.
[upbeat rock music]
- The smell of the whiskey in the air,
the smell of the maple wood burning,
it's a special place.
- [Woman] You couldn't hardly talk
about Jack Daniel without talking about Lynchburg.
- You say Tennessee they'll say three people: Elvis,
Dolly and Jack.
- Lynchburg is really a beautiful place.
I know it's small and it's a little country town,
but the story is big.
There's a lot of things we're still learning.
- Planet earth it's large in scale.
It's huge.
Lynchburg would be lucky to be even a pin dot on it.
But the one thing that people anywhere
in the world will know is when you say Jack Daniel's.
- Welcome to Jack Daniel's.
Welcome to Lynchburg.
- They know that's good whiskey.
- It's amazing that the product has got that big.
Everybody knows about Jack worldwide.
- [Men] America.
- You look at generations of where they came from
and how hard working they are,
that means more to me than anything.
[upbeat rock music]
- [Interviewer] How would you describe
what a movie about Jack Daniel's would be like?
What genre would that be?
- It should be a family movie, really.
[upbeat rock music]
I'm from here.
Being from a small town, Lynchburg is peaceful.
It's quiet.
[laughing]
Yeah, we ride and work together every morning.
- My mother and her sister,
they rode together and lived next door to each other.
They rode to work, went to grocery, went
And now we're doing it.
Most people when they start here they stay here.
Family first.
- It's always been about family, you know.
It's not unusual to have father
and sons working side by side.
Generations of families that have worked here.
- We make every drop here.
We're not near the interstate.
You're on a two-lane highway
so it takes some logistics to ship 160 countries
from a small town like we are.
- [Interviewer] Do you get that question a lot?
Is it really made all here?
- Yeah they do.
They kind of question from the beginning to the end process.
Of course my part is the export shipping overseas.
UK, France and Germany are typically
our bigger bulk shipments.
- [Interviewer] Are there places
that you've gotten orders that you're jealous
like, "Oh man, I really want to go there."?
- Yeah.
Australia orders a lot of Jack Daniel's.
I think that's a neat place I'd like to visit some day.
- Occasionally I'll get somebody who is like
they can't believe that we don't have a plant close
to them because they'll see Jack Daniel's
all around and they're like, "Really?
Every bottle is leaving Lynchburg and coming here?"
I'm like, "Yeah."
[upbeat rock music]
- It doesn't really matter where you find it,
it should be the same.
The hands that are crafting it
are the same no matter whether it's Nashville
or South Africa or Australia.
- This type of cave that we're looking at
is a limestone cave spring.
You've got to have iron free water to make good whiskey.
Jack ran away from home when he was about 10 years old
and he went and lived with his neighbor
who was a Lutheran minister and that man's name
was Dan Call.
He had an enslaved man that worked on the farm
with him named Nearest Green.
Jack took interest in making whiskey with the preacher
and Nearest Green when he was about 12 years old.
He started making whiskey with them
but the church people didn't like the idea
of Dan Call preaching to them and making whiskey,
so they asked him to sell his still.
So he ended up selling it to Jack Daniel for $25.
[light orchestral music]
He gets the still registered in 1866
and Jack Daniel would eventually bring that still
to this area.
And we still make all the whiskey right here
in this hillside today.
Now what you smell in the air,
that's sour mash.
That's made out of corn, barley, malt and rye.
We're going to grind it up.
You can cook it with the water coming out of this cave.
♪ It was an early Sunday morning ♪
♪ As the church was crowded full ♪
♪ Old Elder Brown was raving ♪
♪ He was angry as a bull ♪
♪ The congregation sensed it ♪
♪ And they knew just what he meant ♪
♪ When he said my text today ♪
♪ Is you sinners must repent ♪
♪ Who threw the whiskey in the well ♪
♪ In the well ♪
♪ Who threw the whiskey in the well ♪
♪ In the well ♪
♪ 'Cause Deacon Jones knelt down to pray ♪
♪ All he said was hey hey hey ♪
♪ So who threw the whiskey in the well ♪
- The process is definitely designed
to be consistent over time.
There's so much technology out there
and we certainly are not bashful
about using it where it's helpful,
but more importantly there's nothing that tells you
what something tastes like or what something smells like.
A lot of the newer brands coming
into our industry they get a lot of props
for being very crafty and clever and stuff like that.
A lot of just buying a freeze-dried yeast
that's commercially available.
If you're using a commercially available
freeze-dried yeast culture, there's a good chance
that your product is going to taste very similar
to everybody else that is using that same yeast.
So we have a very pure culture for Jack Daniel's
and it's cryogenically preserved here
and also two other locations.
So that's I call that the "coke" formula
or the "coke" secret and that's the thing that we need
to protect mostly to make sure
that Jack Daniel's character doesn't change over time.
- [Interviewer] Where is your secret cryogenic freezer?
- It's out back here.
If you look down in here,
There's the original jug yeast culture
that has the full diversity.
Of all the different things
that have been the Jack Daniel's yeast culture
over the years that would date back
all the way to prohibition but it comes
from that mother culture that's been here for forever.
And this was one of the things
that really I think is a strength for Jack Daniel's
is we don't change much over time.
We haven't changed over the years very much
and that's not by accident.
We've been very deliberate about trying to be consistent
in character. Making every drop here
is important because people will say, "How do you know
that Jack Daniel's today taste
like what it did 10 years ago and how do you like 10 years
from now that it's going to taste
like what it tastes like today?"
And there's a handful of reasons,
the way we handle the yeast culture,
the way we check it and test for it.
But the process, the process is designed
and not allowed to drift.
- [Man] One, two, one, two, three, four.
[upbeat rock music]
- To be a bourbon is a high, high standard.
Jack Daniel's makes its whiskey like a bourbon
but then does bourbon one better
by adding an extra very costly step
of charcoal mellowing every drop of whiskey
through 10 feet of sugar maple charcoal.
To be a Tennessee whiskey, you have
to be charcoal mellowed.
Without charcoal mellowing Jack Daniel's is a bourbon.
[upbeat rock music]
- [Interviewer] Could Matthew McConaughey
talk you into drinking Wild Turkey?
- Absolutely not.
- No way.
- [Interviewer] What about, could Mila Kunis
talk you into drinking Jim Beam?
- No way.
- [Interviewer] Even if you're just in a room
with her and she was like, "Come on Goose, just try it."
- Nope.
- [Interviewer] Do you know the actor Matthew McConaughey?
- I don't know him.
- [Interviewer] But you know who he is?
- Yeah.
- [Interviewer] Could he talk you into drinking Wild Turkey?
- I doubt it.
- [Interviewer] Are there other types
of whiskey you're drinking besides Jack Daniel's?
- Not me.
It's always Jack.
- Why would you drink something else when for 41 years
it's put a roof over your head?
- [Interviewer] Jack doesn't ever have a spokesperson.
- Well they have our town.
- [Narrator] This is Lynchburg, Tennessee.
This is how many people were born here.
This many are fifth generation.
This is how many are named Hiawatha Kitty McGee.
He keeps the town dry.
They prefer it a little wet.
[laughing]
This many are proud of what we make here.
This is how many go around bragging about it.
This is our town.
If you can't get here, just look for one of our postcards.
We send them all over.
They look like this.
- We're getting all spiffy like.
It's going to look good.
- Thank you.
Appreciate that.
There you go big guy.
Now watch him now.
[all chattering]
Now watch him now.
That feels good.
My wife would be proud of me.
- In this movie who is going
to be the main co-star between you and him?
- Well you just never know.
- It's all about a bottle of Jack
and the people that makes it.
We don't even have a barber in Lynchburg no more.
He retired here about three or four years ago.
He cut my hair for a number of years.
The last time he cut it I went and I sat down.
I told him, I said, "I want it cut short on this side,
long in the back, long on the right and real short on top."
He said, "Well I can't cut it that way."
I said, "The hell you can't.
You've been cutting it that way for 30 years."
[laughing]
- [Interviewer] Where is your,
where is your favorite spot to go to for lunch in town?
- You really want to know?
In the kitchen at Bobo's.
What I do, I walk in and I say,
"State of Tennessee health inspector."
They say, "Well get you a piece of chicken
and get out of here."
[bluegrass music]
State of Tennessee health inspector.
Look at the chicken.
How are you doing?
- You're all shaved up. - Don't I look good?
- You look better. - Thank you.
- My brother works at Jack Daniel's.
My brother-in-law worked at Jack Daniel's.
My nephew works at Jack Daniel's.
My mother worked at Jack Daniel's, my
It's just like aunts and uncles.
So yeah, it's really tight knit.
- The guy I date like we'd been dating
for about a month and he was like,
"I'm kin to this person", and I was like, "Oh, I am too."
And then we get to talking bout his is on one side
and mine is on the other side, so it was all good.
But then you're like what?
- [Interviewer] How would you describe Lynchburg
to someone that's never been here before?
- Big in a small way.
[bluegrass music]
- This is not just a tourist community.
This is not just Jack Daniel's.
It's not just Lynchburg souvenir.
This is actually a productive, working community.
You know business goes on every day just
like it does anywhere else.
We're not here just to be a tourist town.
We're here because it's a working community.
We was raised up here, we like it here,
we stay here because we love Lynchburg
and we love Moore County.
[upbeat rock music]
- The touchstone is when you go to Lynchburg,
find some quiet time and just walk it.
It's real.
It's the realest real.
It's the whiskiest whiskey.
[laughing]
That's a pirate flag.
That's the way I look at that label.
[laughing]
You can't be a pirate and go to heaven.
[upbeat rock music]
[laughing]
- Well, that's the song.
- Whiskey and alcohol play a role
in anyone who is trying to fend off the natural disasters
of life, man.
It's like Charles Bukowski or like [beep]
some guy in a bar, man.
It's part of your life, man.
You play shows every night in a bar.
- Sometimes you drink from the stress.
Sometimes you drink for joy.
Sometimes you drink for the creativity.
[all laughing]
- [Man] One, two, three, four.
[light acoustic guitar music]
- There are a couple of brands where the brand
got pulled so pervasively into popular culture
that the company really stopped having anything
to do with its vitality and importance.
And there are very, very few of those.
Jack Daniel's was one of those.
[Western music]
In the U.S. because we have this huge frontier
and we're going out into these wilderness spaces
that kind of gave the American character
and a very masculine character of the country
and that's what we thrived on for hundreds of years,
frontier masculinity.
That whole ideal got blown up after World War II.
The new ideal was the corporate guy
who is kind of the alpha male in the company
and all these brands they were trying to glum
onto this next kind of aspirational masculine model
because that's where the money was.
But then the Cold War starts
[footsteps marching]
and all the sudden nuclear Armageddon is on the table.
So there was this huge contradiction
between a guy sitting at his desk doing paperwork
climbing the corporate ladder and, you know,
fighting the Russians for, you know, world stakes.
- [Man] Two whiskeys.
- [Douglass] Whiskey, what more frontier heritage
category is there?
- It starts out with a little advertising agency back
in the '50s, and they're doing ads
just like every other bourbon ad of its day,
which is to show the product on a silver tray with a butler,
somebody in a smoking jacket.
And Jack Daniel's did something completely different.
They showed the place and the people
who made the whiskey and it was really unheard of.
- In the imagination of the country Jack Daniel's is a place
that was stuck in time.
It wasn't part of the modern age.
It wasn't part of this new masculinity.
And this is the signature whiskey
because they haven't bought
into modern society, urban living.
These are guy's guys just like 100 years ago.
This is the kind of masculinity we need now
and it gets taken up in the movie "Hud",
which was Paul Newman's breakout film
which really cements exactly its kind of cultural role.
Whenever he's needing some buttress and buck himself up,
he starts drinking Jack Daniel's.
It's like his truth serum.
- Oh daddy, you ain't never been wrong.
- Jack Daniel's is allowing him to speak those speeches.
So it becomes almost a crutch.
You're making a film like oh we need a little bit
of that kind of frontier, bad ass,
man's man guy character here and Berenger
doesn't quite have it here so let's give him a bottle
of Jack Daniel's and he'll really-
[upbeat rock music]
- Bottle of Jack.
- I just love Coke with Jack Daniel's.
- How'd you get through it?
- I had a lot of help from Jack Daniel's.
[upbeat rock music]
- It is the first whiskey most of us tried.
[glass shattering]
It's just so common in our culture.
It's the one brand people identify with.
I don't think I use it to define a character.
I use it to describe a scene.
A lawyer is sitting around a judge's chamber
in the back of a courtroom after work one day
and the judge wants to have a drink
and they pull out a bottle of Jack Daniel's.
It permeates culture everywhere.
- I need a drink.
- John Belushi in "Animal House" when he sees the bottle
of Jack Daniel's fall over
and break he starts screaming, loses his mind.
It's just so common in our culture.
It's the one brand people identify with.
[glass shattering]
[screaming]
- Nothing is more manly, nothing is more dangerous
than chugging a bottle of Jack
and it's the only whiskey that anybody knows anything
about anyway that's recognizable.
They had come to John and said we can shoot you
from this side.
You can pour the booze into like the little spout
over here and it will look like you're drinking it.
And he goes, "Why would I do that?
I'll just drink it."
And it was like, "You can do that?"
And he goes, "Yeah, I can open my throat."
It's tea certainly and that's him really drinking it.
- Ah, thanks.
I needed that.
[glass shattering]
- What else can you have for Bluto Blutarsky
to drink than Jack Daniel's?
- Hi Lloyd.
- My agent called. "You've got a show.
It's called 'The Shining.'"
He says, "You'll playing the bartender."
Now I've never been behind the bar.
I don't drink.
Then one moment I said, "Let me see what I will be serving."
And there's a whole thing behind me of bottles
of liquor, which I know nothing about
except one that stood out and that was Jack Daniel's.
I said, "Stanley, I don't know about liquor
but you've got Jack Daniel's and this is supposed
to be a 1920s set."
He said, "Joe, Jack Daniel's is over 100 years old."
I didn't know that.
- Jack Daniel's has given so much back to art,
to music and has been a part of culture forever.
- [Interviewer] What would Jack Daniel's be
without rock-n-roll and what would rock-n-roll
be without Jack?
- No, there's no, Jack Daniel's
would be exactly the same
without rock-n-roll but rock-n-roll
would never be the same without Jack Daniel's
and you know that.
Imagine if there was no Jack Daniel's
and every band was drinking like Jim Beam,
then they'd all sound like [beeping] Kid Rock.
Sorry.
[laughing]
[upbeat rock music]
- The tradition of Jack Daniel's goes back
to The Stones and Jimmy Page.
They always had a bottle of Jack.
It was part of the uniform in a way.
The lure of that, of the party,
the rock-n-roll celebration, it all stemmed
from those photographs, that mystique.
But it wasn't Keith Richards and Jimmy Page going,
"Hey, you should drink Jack Daniel's", on Instagram.
It wasn't like that at all.
You saw a photograph and in your mind you put yourself
in that party and you were like,
"Wow, what's it like back there?
What's it like backstage with The Stones or Led Zeppelin?"
[upbeat rock music]
♪ If you like to gamble, I tell you I'm your man ♪
♪ You win some, lose some, all the same to me ♪
When you saw Lemmy you thought about a couple of things.
He's pure rock-n-roll.
He's the real deal.
His uniform is usually black.
He wears a hat and he's got cool boots
and he drinks Jack Daniel's.
♪ The only card I need is the Ace of Spades ♪
♪ The Ace of Spades ♪
- Well we would always be vodka drinkers
because vodka was cheap.
When Lemmy moved to the U.S.,
Jack Daniel's was a legend then.
We thought, the American dream, California.
Jack Daniel's and Coke.
And he tried it and he liked it.
When he was drinking vodka he wrote "Ace of Spades"
and all the ahhh kind of stuff.
When he started drinking Jack, he got kind of
more bluesy and mature, if you like.
[upbeat rock music]
- Part of that uniform of rock-n-roll
was the Jack Daniel's bottle.
When I first joined Guns N' Roses and Slash had the bottle,
he handed me the Jack Daniel's bottle
and I handed it back and he said,
"Put the cap back on because you're letting Jack out."
I was like wow.
He didn't want any of the extra good stuff to evaporate.
So the bottle wasn't left unattended.
It was a special liquor that we needed
to pay attention to like another part of the family.
We went out on tour with Guns N' Roses in the early '90s
and some of the arenas that we were in,
Frank Sinatra was just ahead of us.
So we'd go into the backstage area
and we'd say, "Hey, Frank Sinatra is coming in."
And they would have his rider
and what did he have on his rider?
Bottle of Jack Daniel's and a glass.
That was it.
He didn't have vegetables.
He didn't have fruit plate.
♪ You make me feel so young ♪
♪ You make me feel that spring has sprung ♪
- I remember Jack Daniel's being in dad's social makeup.
It was a fixture in his life.
It was something that he discovered himself.
And I didn't notice him forcing it on anybody
but when you were in his company, not I but others,
they would drink it with him.
All of the sudden you saw it everywhere.
Dad jokingly a million times said,
"Well I don't know why they don't call me
to endorse their product.
I love it.
I drink it all the time.
I'm photographed with it."
It went where he went.
♪ Drinkin' again ♪
He was a trendsetter in many ways,
from his hat to his shoes.
I mean he set a style and a tone.
That's really the Guns N' Roses, that circa.
That's where they come from.
- [Interviewer] If you had to sort of summarize
what Jack Daniel's means to you, what would that be?
- My dad happy.
My dad having fun.
♪ A dream that used ♪
- Pop culture has been phenomenally important.
It's been people like Sinatra.
It's been people like Keith Richards
from The Rolling Stones, Slash from the Guns N' Roses.
We never paid for any of that.
And the challenge that we've got moving forward
is that you don't get much of that stuff
for free these days.
♪ Early Monday morning ♪
♪ To Friday at five ♪
♪ Man, I work work work ♪
♪ But I don't climb climb climb ♪
♪ Boss man could shove that overtime up his can ♪
♪ All I wanna do is put a drink in my hand ♪
- [Woman] He drank out of it apparently.
$250.
That's all.
You have one swig.
♪ Worth the trouble to drown ♪
♪ No need to complicate it ♪
♪ I'm a simple man ♪
♪ All you gotta do is put a drink in my hand ♪
[crowd cheering]
- How are you doing Denver?
[crowd cheering]
[light acoustic guitar music]
♪ I got a reputation goin' round ♪
♪ I ain't never been the kind to back down ♪
♪ Yeah, I've thrown a punch or two ♪
♪ And gave a few black eyes ♪
♪ But Jack Daniel's kicked my ass again last night ♪
♪ Ahhhh ♪
Come on, now.
Whiskey was medicine before it was a libation.
I've just always been drawn to whiskey
more than anything else - beer or whatever.
Whiskey is my thing.
♪ Jack Daniel's kicked my ass again last night ♪
For me as a guy who has played music
and played everywhere, I've tried everything,
drank everything.
And it's just, it's me.
It's the DNA.
- [Interviewer] Were there musicians
that you remember saying, "This is a connection
to the rock-n-roll and music."? Like anybody-
- Lemmy used to hold it a lot but I mean for me
I mean I've never drank a product
because I thought it made me cool.
It's what I enjoy.
I felt like it connected to more my grandfather
and what he drank.
It's a generational thing.
So I don't know the reason he drank it.
It could be taste or it could be
what his grandfather or father drank.
♪ Yes, every Superman has got his Kryptonite ♪
♪ Jack Daniel's kicked my ass again last night ♪
I'm gonna go get a little more Kryptonite
Every tour I have eight or 10 alcoholic beverage companies
that offer me the moon and beyond.
I've never done it.
I don't get a dime from Jack Daniel's to rep their product
and I'm proud of that.
There's going to be things that come along
and they're cute but they don't have 150 years.
♪ Jack Daniel's kicked my ass again ♪
[light blues rock music]
- [Man] It all starts with the wood.
That's the very first ingredient for Jack Daniel's.
Our company promotes wise use land management.
It promotes sustainability.
And it's not just timber.
It's about the water.
It's about the wildlife.
It's about the air we breathe
and everything that's associated with an ecosystem.
[upbeat blues rock music]
- White oak is the only thing that can be used
because the pores on the white oaks are real tight
so it doesn't let the whiskey leak through.
Red oak will let whiskey leak through the barrels.
[upbeat blues rock music]
- What is a white oak tree?
It's basically a carbohydrate plant and it's full of sugars.
If you think of the barrel you think about it
as being a giant sugar cube that we put whiskey in.
Cutting trees is natural.
It's a renewable resource.
It's something that we have the capability
of sustaining for many, many generations to come.
[upbeat blues rock music]
♪ Well the sun talks about blue sky ♪
♪ Clouds talk about rain ♪
♪ And the world keeps on turning ♪
♪ Yeah, the world keeps turnin' 'round ♪
♪ Just doing what comes naturally ♪
♪ gravity tell it to the ground ♪
- It's all in the barrel.
The barrel is what gives it the taste
and the flavor and stuff like that.
It's all in the barrel.
- Most people don't have a full appreciation
for what the barrel, what the wood,
what the char brings to the whiskey.
Without wood it would be moonshine.
It wouldn't be whiskey.
It would lack the flavor.
It would lack the vanilla character.
It would lack the color.
It just it wouldn't be whiskey.
For Tennessee whiskey it's got
to be a new charred white oak barrel.
And so we use it one time and then
from there it will go over to Scotland or Ireland,
any of the other places that can use,
a used barrel but we can't.
[upbeat blues rock music]
- [Interviewer] I bet a lot of people
that drink scotch don't realize...
- That there's a little Jack in their scotch?
- Nice soft mouthfeel.
A little bit of acidity at the side of the tongue.
It's like eating a very soft sponge.
Soft mouth feeling but then this little tweak
at the sides of tongue, the acidity.
And then quite a long finish actually.
I put a tiny bit too much water
in there but easy, easy drinking.
But you wouldn't put Coca-Cola in that.
[upbeat rock music]
Whiskey is the most complex spirit known to man.
No. 7,
the standard Jack Daniel's, has a very clear...
it's not a very complex whiskey.
A lot of the flavor comes from the fresh oak.
It's traditionally drunk with Coke or cola
of one sort or another and ice and the flavor comes through.
As sophisticated scotch malt you wouldn't get
that flavor coming through so there's no point
in drinking it with Coke.
- Vodka is a functional drink.
Whiskey is an emotional drink.
Whiskey is a gregarious spirit that thrives in company.
- I've always been quite a wine lover.
I suppose gin.
I suppose I drank gin.
But no, I probably wouldn't
if I had the choice it would always be whiskey.
- I run a ladies only whiskey club.
I don't think there's a particular style of person
who would drink whiskey.
- Jack Daniel overtakes traditional whiskey
as Britain's favorite.
Bull [beeping]
The, now that's a journalist line.
I think you'll probably find
that vodka outsells Jack Daniel's and um
There's more Jack sold than scotch.
- The two sides of the pond
have a massively symbiotic relationship.
So the guys who are making the whiskey barrels you must
use your barrels only once.
That left Scots people a great opportunity
because we are canny and we bit clever with money
and we have no issue accepting secondhand goods.
So once the barrel has been used
for bourbon, you guys can't use them anymore.
It doesn't mean we can't use them.
[light ambient music]
- Welcome to Glenmorangie Still House.
And these are the tallest stills
of any malt distillery in Scotland.
So what that does for the whisky is it
makes it a very light, very pure style of whisky.
So Glenmorangie spirit is rising up through the head
of the still, one step closer to heaven I call it.
So it gets up over the top into the condenser
and then it's back into the spirit safe.
So it goes from liquid to vapor to liquid.
The uisge beatha is what we call it, the water of life.
Uisge beatha is where the word "whiskey" comes from.
We reckon about 60% of the flavor of Glenmorangie
single malt whisky is coming from the cask.
40% of the flavor and the aroma
is coming from the raw spirit.
So, come into the warehouse.
The majority of our new made spirit comes down
and we fill into the ex-American bourbon barrels
like this one here, okay?
So these have been shipped over
from the states from Jack Daniel's for example
and we fill our spirits straight into them.
You can see we've got bigger casks in here.
We've got a variety of distillers that we use,
Heaven Hill, Jim Beam.
We have a few different types of Tennessee whiskey
or bourbon whiskey.
- [Interviewer] Was there ever a time when scotch
was making its own barrels?
- No.
No because the Scotch oak just doesn't have the quality.
The trees aren't straight enough.
I'm going to draw a sample
of this first filled American barrel, ex Jack Daniel's cask.
Oh, delicious.
It's a real good partnership over the pond,
the other side of the pond from us.
Without that industry, scotch would be struggling
to be honest so it's nice to have that relationship
with our buddies over the water.
[laughing]
- That's the nice thing about Lynchburg.
Everything is nice and quiet in the morning.
Morning, Park.
I have nine people on my crew.
I have to rely on teamwork and it takes every one of us
to get the barrels out of the warehouse
and get them to the dump room.
You can use modern technology only to do so much but
as far as actually working the warehouses
that's pretty much unchanged.
It's just something that's been handed down
from generation to generation.
[light piano music]
What I like about this job is it's just me
and the guys and basically the comradery
that's shared between us.
They're not just my co-workers;
they're really more like an extension
of my family and I feel that way about each
and every one of them.
We know that the whiskey does not get to the bottles
if we don't do our job
so it's something we take great pride in.
It maybe kind of cliché to say it
but I think the people are everything.
- We have over two million barrels onsite
with whiskey in them.
I've never done that math before,
how many bottles that that would be.
That's probably 60 something million cases or something.
[laughing]
I don't know.
- [Interviewer] This is not like part
of the tour over here obviously.
- [Mike] No.
- [Interviewer] Do you think most people might be surprised
to see how many warehouses you have full of whiskey?
- Probably but I would think I mean a knowledgeable person
can get on the internet and see how many cases
of whiskey we sell a year or how much we do.
You have to store that somewhere.
[light piano music]
These are palletized warehouses
so they're a little different than the rick style houses
and they're a little bigger.
We built the first house as a test house that R&D ran
and we found out that we could mature barrels
just as well in this house as we could a big house.
- [Interviewer] Do you know how many are in here right now?
- There are 66,528 barrels in here is what they hold.
- [Interviewer] And are all the other buildings
around here the same?
- Yes.
All the palletized hold the same.
- [Interviewer] So how many palletized do you guys have?
- 13.
If you really look at it I mean as far as efficiency,
one person can drive a towmotor
and be in the house putting barrels up,
whereas in a regular house you've got nine people
in there putting barrels up.
- [Interviewer] I just want to touch real quick
on nobody really wanted us to see this on camera
and it's not something you would see in an ad.
Why do you think that is?
- I just don't think it has the nostalgia
of the old wooden warehouses like we have
up at Track One around the distillery, and at Track Two.
But as far as warehousing goes I mean this
is more efficient and matures just as well.
We've always got all the older style warehouses
we'll never get rid of.
We'll just build these as we move forward as needed.
[laughing]
- I work with my boss Mike Myers on some days
on what whiskey exactly to pull.
So we know where all the barrels are and
at one point they're ready to be pulled.
I've been here almost 16 years now.
I'm just a couple of weeks shy of my 16th anniversary.
'til you get 20 years in, you're still fairly new.
I'm still waiting on that 20th year and an extra week
of vacation.
More time to deer hunt.
- [Interviewer] I just realized there's only
one rifle in here, right?
- [Clint] Yeah.
- [Interviewer] How does it normally work?
Like who gets to decide who shoots?
[laughing]
- Normally there would only be one person
in here but somebody who we're not going
to name has already killed his buck out of here
for the year.
- [Interviewer] Some random person brought up
like the advertising how it feels so real.
Do you think the people that make it are just as important
as like the whiskey that's in that bottle to someone like
in China that's drinking it?
- That's an interesting question.
I don't know.
What do you think?
[laughing]
- You put me on the spot.
I don't know.
I think well I guess in the South,
I say in the South because I've always lived
in the South, but generally people have a sense
of pride about what they do regardless of what they do.
And I can especially say that I feel at Jack Daniel's
that I can genuinely say that everybody who works there
that I know has pride in their job, wants to do their job
to the best of their ability.
And I think maybe that just carries over into the product.
- I like to think that if people would, if they want a taste
of America that we're putting it in that black label bottle.
[upbeat rock music]
- This glass right here, this shot glass
we all three just drank, is the epitome
of America in a glass.
It really is.
It's bold.
It's flavorful.
It's loud.
But it's good.
That is America in a glass right there.
- The drinks we just took, they were small.
Little small drinks.
But a lot of hard work went into all three of those.
- Oh God.
You have no clue.
- The time alone is kind of,
I ain't going to say mind-blowing but
on anything for four years.
- There's other good whiskeys out there.
I'm not going to sit here and tell you there's not.
But overall as a brand from top to bottom,
it's going to be hard to beat what we're doing.
- [Interviewer] Do you feel like you guys
since you're around Jack so much
if somebody talked you into like a test test could you tell?
- Oh yeah.
Yeah, by far.
- I can probably tell you by the smell.
- [Interviewer] Which one is Jack?
- First one. - That one.
- [Interviewer] Jack Daniel's, Glenlivet scotch,
Suntory Japanese whiskey
- That's why the Japanese drink so much Jack Daniel's
because they make [beeping] whiskey.
[laughing]
- [Interviewer] But they keep winning these
like best whiskey awards?
- Are you familiar with Taylor Swift?
- [Interviewer] Sort of.
- Yeah, she wins a bunch of awards.
[upbeat dance music]
♪ I have a pen ♪
♪ I have an apple ♪
♪ Ah ♪
♪ Pineapple pen ♪
♪ Apple pen ♪
♪ Pineapple pen ♪
♪ Ah ♪
♪ Pen, pineapple, apple, pen ♪
[vocalizing]
- Jack Daniel's is the reason why I'm here.
- I was in high school and I found a bottle
of Jack Daniel's in my parent's room.
I tried it.
It taste awful.
It's like the first time I had a cigarette
or coffee or wasabi.
And the next day I tried mixing it with Coke
or oranges or ginger ale and 20 years later
I'm still doing the same thing in this bar.
[upbeat jazz music]
Japanese whiskies has won awards
and most people doesn't know the truths of it.
If it's distilled in America or Scotland or other places
and the barrel is carried in Japan, if it's bottled
in Japan from that moment it turns into Japanese whiskey.
[whirring]
So this is a smoked martini.
This one is this one the 1984 version of the Jack Daniel's.
It's only a sip left so yeah I try to keep it like hide it.
The color is completely different.
The taste also has to be different.
It's aging.
It's like people.
It's like human.
Maybe the alcohol is not strong as the current one
but it still has to be gentle, like my father,
like my grandpa.
- That's one thing I found in Japan,
Japan is really into American stuff.
I saw the truck on the street
and they're selling Lipton tea with fresh fruit
and the line was over three blocks.
So it's just kind of Western things I think kind
of steer their interest of wanting to try.
- [Interviewer] If you see somebody in a bar next
to you order Jack Daniel's does that tell you anything
about them in your mind?
- I would think that this person is interested
in Western culture, especially American culture probably.
[upbeat rockabilly music]
[laughing]
- Yeah?
Yeah.
[upbeat rockabilly music]
- People who don't even like to drink whiskey
will wear a black and white Jack Daniel's label T-shirt
because there is a bit of the rebel.
I mean independence.
Being your own person.
Independence and being your own person can get messy too.
There's a nice noble side of that
and then there's a messy, darker side to that.
You find out not every shade
of who you are is necessarily something
that you need to be proud of.
So it's complicated.
It's not as black and white as the label appears.
- I was a third year law student at Ole Miss in 1980, '81,
and I got lucky and got a job as assistant
for Judge Sweat, who at that point was a professor
at Ole Miss teaching ethics.
And so I hung out with him a lot.
He had already served in the state legislature
for a long time.
He had been a judge.
We called him Judge Sweat.
We knew his nickname was Soggy but we didn't call him Soggy.
And I asked Judge Sweat if he had ever written anything
and he said,
he thought about it and he had only written one thing
that was somewhat famous
and he pulled the whiskey speech out of a drawer.
It was fascinating and it went back 30 years earlier.
The hottest issue in Mississippi in the 1950s was whiskey.
Every politician hated the question,
"What's your stance on whiskey?"
Because you're going to get half of it right,
half the votes and lose the other half.
And so most politicians didn't want to touch it.
To address that Soggy wrote the speech
and it became famous because there's a lot
of truth on both sides.
There's some really bad stuff that happens
because of it in my family,
and there's a lot of benefit that comes
from it that people really enjoy it.
- When you've got a brand that's all about freedom
and you live in a country that accentuates the idea
of individuality and freedom,
there's a dark side to that because people left
to their own devices given complete freedom
will do some things that are not so constructive
to them or the rest of us.
[upbeat rock music]
♪ Baby please don't go ♪
♪ Baby please don't go down to New Orleans ♪
♪ You know I love you so ♪
♪ Baby please don't go ♪
♪ Yeah ♪
[howling]
- You can't have Mardi Gras without drinking.
[laughing]
- I think there are only two ingredients to Mardi Gras,
costumes and alcohol.
- I've been everywhere, Daytona 500.
I've been to Indianapolis 500.
I've been to-
- Sturgis, Daytona bike week.
- Sturgis Daytona.
I've been all over.
But nothing can compare to what I've seen here.
- [Interviewer] Why do you guys drink alcohol?
- It lets all the worries wash right away, man.
It lets you enjoy what you're doing at the time.
- For me drinking makes me meet lot
of new people, socializing.
It kind of looks like fun to me so-
- [Interviewer] It helps you socialize?
- Yeah.
- [Interviewer] What's the worst thing that's ever happened
to you because of alcohol?
- Jail.
Incarcenation.
- [Interviewer] Do you know anybody
that's had bigger problems because of alcohol?
- Yeah.
Most definitely.
- Way, way worse.
Do it responsibly.
Don't think it's [bleeping] cool to get [bleeped] up and
go drive, man.
- As long as your drinking doesn't
affect other people's good time,
that's a good night of drinking in my opinion.
- [Interviewer] Give me real quick one word I'll say
a type of alcohol you say one word to describe it.
Beer.
- Piss.
- [Interviewer] Wine.
- Cougars. - Headache.
- [Interviewer] Vodka.
- Cranberry.
- [Interviewer] Tequila.
- Whew!
- [Interviewer] Whiskey.
- Hangover.
- [Interviewer] Jack Daniel's.
- Yeah!
♪ I wanna tell you about a dance ♪
♪ That's going around ♪
♪ Everybody doin' it ♪
♪ From the grown ups down ♪
- If you drink one liquor all night long
and don't mix you don't have a hangover.
- [Interviewer] That's the secret?
- That's the secret.
- [Interviewer] Since as soon as your hangover is done
are you ready for more?
- No sir.
I'm a once a month type drinker myself.
- Bitch, you've been drinking for a week.
- I know!
We're at Mardi Gras though.
♪ Hip shake, baby ♪
♪ Do the hip shake, baby ♪
♪ Shake your hips, baby ♪
♪ Now ain't it sweet ♪
[siren wailing]
[light electronic music]
- Believe it or not, we do more DUIs
than most people think we do.
You're going to have some problems.
You're going to have problems with people coming through
and such as that with alcohol problems and things like that.
But it's not bad here.
Not bad at all, not like it used to be.
Lynchburg and Moore County of course that's one
of its claim to fame is we got the most popular whiskey
in the world and where it's made it's a dry county.
And that will never change.
There is so many churches and church going people
here that if it even got put on a referendum ballot
to be voted on it would never make it here.
We try to keep our community quiet.
We try to take care of everybody
and we're not in the newspaper all the time.
We've actually had a tractor trailer load of whiskey stolen.
That load went to Miami and we have never so much
as recovered a bottle of it.
It was like it disappeared off the face of the earth.
- Maybe, maybe.
Maybe I don't know.
Maybe.
United States and Cuba is very close.
[upbeat big band music]
[vocalizing]
- [Interviewer] Do people in Cuba like to drink a lot?
- Yeah.
A lot.
[vocalizing]
- [Interviewer] Don't you make a very unique type
of Mojito, right?
One with Jack Daniel's?
- Yeah.
- [Interviewer] Do you know
where you got the Jack Daniel's from?
- [Interviewer] Do you know where you bought it from?
- It is more easy to find rum than Jack Daniel's
but we can find it.
[upbeat big band music]
- [Interviewer] If we go to a bar here, a private bar
and we see Jack Daniel's is it most likely someone
like you brought it into the country?
- [Interviewer] Do you get to make a living doing that?
Is that your full time work?
- [Interviewer] So if it's not illegal
why are you worried about us seeing your face?
[light electronic music]
[upbeat electronic music]
- [Interviewer] When you see a bottle of Jack Daniel's
in a bar what does that represent to you?
[light electronic music]
- If we're looking down and we're thinking okay
there's the little tiny Lynchburg,
it would really seem small but yet it's really big.
So the story could be really, really...
- It could be huge.
- [Interviewer] And is it just as simple as a story
about a brand or is it more complicated than that?
- I don't think it's complicated.
- It's more to the story.
- Yeah.
- [Nelson] Whiskey is more than about the liquid
in a bottle.
Whiskey is all about history.
It's about America.
It's about people going off on their own
and making something.
- [Worker] We have Jack Daniel's bank book from the 1870s.
- [Nelson] December 2nd of 1876.
So the distillery has been around 10 years?
- Approximately, yes.
- Yeah.
Everything looks like it's in the hundreds of dollars,
not the thousands.
- [Worker] Yes, correct.
He is a big fish in a little pond at this point.
- Yeah, right here is Jack's signature.
There seems to be a real importance in the bourbon world,
in the American whiskey world for a brand to have a story.
And we see a lot of people trying to create history.
They'll have a really cool label
and then they'll have a history
after they've already developed the brand.
With Jack Daniel's it's just the opposite.
I mean this is a brand born of history.
Here's this little guy 5'2", probably has a chip
on his shoulder because he always looks younger than he is.
He's the last of 10 children in his family.
He goes, sets off at an early age and makes something
of himself.
That's a classic American story.
We couldn't have scripted it better.
- [Interviewer] Can there be a brand that has a history
of 150 years and have all these true stories
that you're able to have as like a goldmine
for marketing stuff, can that be there
and exist without controversial stories?
- Oh I mean there's all kinds of controversy
about the story of Jack Daniel's.
Whenever you base a brand on authenticity and truth,
I mean that's a difficult thing to look back 150 years
and know entirely what was happening when.
- Alright, welcome back.
Now you probably heard
of Jack Daniel's Tennessee Whiskey
but you probably have never heard this.
- Jack Daniel's founder actually learned
a lot about making whiskey from a slave.
- [Man] The traditional story states that a preacher
named Dan Call taught the younger Daniel
how to make whiskey.
- [Reporter] It was actually Nearest Green,
a slave belonging
to Call, who taught Daniel the proper technique.
- Jack Daniel's was invented by a slave named Nearest Green.
[audience laughing]
Why are we learning about this now?
- [Reporter] A Jack Daniel's executive has said
that he didn't think that Green's omission
from the distillery's history was ever a conscious decision.
But with the onset of the anniversary milestone he admits
we realized it was something that we could be proud of.
- What the [beeping] Jack Daniel's?
[audience laughing]
Something to be proud of?
No it's not.
Okay?
- I think the world has tried
to make this a controversy
because we have been conditioned to see conflict.
Very quickly people had erroneously concluded
that Jack Daniel was a slave owner,
that Nearest was his slave.
And so they turned this story into a story of conflict.
But it isn't.
It's a story of love.
It has been from day one and it is now.
- [Reporter] Author Fawn Weaver first learned
the story while reading an article in The New York Times.
The story had such an impact on Weaver
it became an obsession.
She shared her treasure trove of history
with the president of the company.
- He looked at the research room.
He looked at a few things and he said,
"How do we make it right?"
Immediately.
- The lesson is not don't tell the story.
The lesson is tell the story authentically
and then just have the conversations.
But I want to keep doing it.
I don't think Jack Daniel's has to be a social commentator
but I do think Jack Daniel's has permission to tell
its story.
[light piano music]
- This is taken after the turn of the century
in Lynchburg, Tennessee. In the South.
It would have been highly unusual for a company portrait
to be made and an African American gentleman
to be seated immediately to the right of the owner.
Jack has no problem with it.
There's still people today
that don't know that Jack Daniel's was a real person.
There's still people today that don't know
that Jack Daniel's is charcoal mellowed.
So it's not hard for me to imagine
that there are people that don't know about Nearest Green,
an African American slave is the person
that Jack worked side by side with
at the Dan Call still where he learned to make whiskey.
[light orchestral music]
- Jack and Nearest were not just friends
but Nearest was Jack's mentor.
You've got to remember, Jack was the 10th child.
His mother died at four months old.
He was wet nursed by the next door neighbor.
This was not a life of glamor.
So once you start stripping that back and realize
that this kid showed up
at this farm as a chore boy to do chores
because the life he had at home was not great
then all of the sudden his ability to really relate
to Nearest and to see him as a father figure
or an uncle figure, it's not that odd,
because you have a kid that would have just been looking
for love and direction and he found that in Nearest.
- Here was a young guy that through part
of the Civil War and definitely after the end
of the Civil War he was working side by side
with an African American.
We feel pretty good that this
is probably Nearest's son, George.
George and Eli, two of Nearest's sons,
would come to work with Jack Daniel's
at the Cave Spring Hollow.
- I think that Jack and Nearest helped
to create something special here in Lynchburg
because somehow they didn't recognize color
and in the midst of what was going on during the Civil War.
Immediately following the Civil War,
they somehow were able to create this community
of people in which everyone was side by side.
This is not your typical black/white story
out of the South at that time.
These people were family.
[light piano music]
- I think he'd been proud that the story
was told because it's the absolute truth.
It's just one more reason that people
can enjoy Jack Daniel's and honor what America is about,
which is really working together
and not working at cross purposes.
- So, this right up here is where the Dan Call farm is,
where we're turning in where you see the white picket fence.
This is it right here.
This was actually where the original still was.
- I've been working here for 22 years.
There's always been someone in my family working here.
It goes back to the beginning to when Jack first started.
I'm the great, great grandson of Nearest Green.
- My great, great grandfather, Nearest Green.
This is where he made the whiskey for Jack Daniel.
As descendants of his it is an honor.
To tell the truth means a whole lot.
[light piano music]
- The real truth in Jack Daniel's is some of those rich,
rich, details in stories like Nearest Green.
It's hard to remain dedicated to that
in a time which places so much importance
on what's new and what's different instead
of what's lasting and true and timeless.
The fact that Jack Daniel's remained unchanged
through Prohibition and world wars, it's just the real deal.
- [Man] One, two, three, four.
[upbeat rock music]
- [Man] Sydney port here,
Spirit of Hamburg now entering Botany Bay.
- [Man] Spirit of Hamburg, Sydney port status understood.
Now entering Botany Bay.
Thank you.
♪ Well there's a little dance ♪
♪ That's going around ♪
♪ Everybody doing it ♪
♪ From the kinfolk down ♪
♪ Don't move your hands ♪
♪ Don't move your feet ♪
♪ Don't move your lips ♪
♪ Just shake your hips ♪
♪ And do the hip shake, baby ♪
♪ Do the hip shake, baby ♪
♪ Shake your hips, baby ♪
♪ And I said wheeee ♪
♪ Yeah ♪
♪ Well I met a little girl ♪
♪ In a country town ♪
♪ She said what do you know ♪
♪ Well that's Slim Harpo ♪
♪ Don't move your hands ♪
♪ Don't move your feet ♪
♪ Don't move your lips ♪
♪ Just shake your hips ♪
♪ And do the hip shake, baby ♪
♪ Do the hip shake, baby ♪
♪ Shake your hips, baby ♪
♪ All right ♪
♪ Whooo ♪
- This is the good stuff.
[all chattering]
- Oh my Lord.
That is stronger, I'm sure.
Beautiful, beautiful.
This bottle has come all the way from Tennessee
from the distillery and it's been signed
by the chief distiller.
And you wait until you taste it.
- Give me two of them.
[laughing]
- [Interviewer] Is this the Outback?
- Yeah, pretty much, yeah.
You're not middle of nowhere.
You're front door to the rest of Australia.
- [Interviewer] How would you describe Tilpa to someone
that's never been here?
- Ah, six people, one pub, three dogs, one sheep.
- [Interviewer] Is it hard to get things out here?
- Not really.
You've just got to plan ahead.
- [Interviewer] Do you think the average person
that walks in here and asks for a shot of Jack
or a Jack and Coke appreciates how far it came
or even thinks about how far it came or cares?
- In general, not this bottle. Yeah no,
it's just another drink.
Yeah.
- [Interviewer] You said this is better
than the bottle you had previously?
- Yeah.
- [Interviewer] Do you think that's just
because you know what this particular bottle went through
to get here or do you really think it's better?
- I really think it's better.
As soon as I cracked it open and I first poured it
into that first drink I went oh my God, this is-
- [Interviewer] It's not.
It's the exact same.
- I know it's exactly the same
so maybe it is subconsciously.
- [Interviewer] So is that somewhat of a proof
that a story behind a drink might make it taste better
in your mind?
- Yeah I think so.
Yeah.
I've been working in pubs and clubs most
of my life since I've been old enough to and you don't,
you just pull the bottle of the shelf and you pour it.
You don't think, "Oh geez,
somebody has really put their heart and soul in this.
You don't!
You just drink it.
It's the same as beer.
It's the same as anything.
Well I guess it all had to start from somewhere.
You just don't think about it.
- [Interviewer] All that made it taste better to you though?
- Yeah.
Subconsciously obviously.
I might have to have another bottle to see.
[laughing]
[upbeat rock music]
- [Jeff Arnett] This whiskey is still Jack's.
He founded the brand and he did it with a vision
and it's allowed the brand to survive 150 years
and we just felt honored to be a part of it for a time.
- [Nelson] Jack Daniel's whiskey,
it's the whiskiest whiskey and everything
that that word whiskey means.
- [John Grisham] "If when you say whiskey
you mean the devil's brew, the poison scourge,
the bloody monster, that defiles innocence,
dethrones reason, destroys the home, creates misery
and poverty, yea, literally takes the bread
from the mouths of little children;
if you mean the evil drink
that topples the Christian man and woman
from the pinnacle of righteous, gracious living
into the bottomless pit of degradation and despair
and shame and helplessness and hopelessness,
then certainly I am against it.
But, if when you say whiskey
you mean the oil of conversation, the
the ale consumed when good fellows get together,
that puts laughter in their heart, a smile on their lips
and a warm glow of contentment in their eyes;
if you mean Christmas cheer;
if you mean the stimulating drink that puts a spring
in the old gentleman's step on a frosty, crispy morning;
if you mean the drink that enables a man
to magnify his joy and happiness and to forget,
even for a little while, life's great tragedies and sorrows;
if you mean the drink, the sale of which pours
into our treasuries untold millions of dollars,
which are used to provide tender care
for our little crippled children, our blind, our deaf,
our dumb, our pitiful aged and infirmed
and builds hospitals, highways and schools,
then certainly I am in favor of it.
This is my stand.
I will not compromise.
I will not retreat."
[upbeat rock music]
♪ Yeah ♪
♪ Whooo ♪
- It's beautiful.
♪ Whiskey River take my mind ♪
♪ Don't let a memory torture me ♪
♪ Whiskey River don't run dry ♪
♪ You're all I got take care of me ♪
♪ Hey ♪
- We're basically following the Jack Daniel's spring.
This is what makes it so pure as it filters
through the sand and the limestone.
No one really knows where it comes from.
It's just part of the aquifer.
Want me to go a little slower or are we good?
- [Cameraman] A little slower would be great.
♪ Whiskey River take my mind ♪
- [Man] Now and ever since the days when Jack Daniel
made the whiskey, all the waters actually
come from this cave.
The natural waters is an important part
of the distilling as it is the grain and the yeast
and everything else.
There's a lot of up and down because it's deep water.
It's just not a safe place for everyone to go.
But it's quiet and it's clean and I really like it.
♪ I'm drowning in the Whiskey River ♪
- [Interviewer] All the stuff you have is from Kentucky?
- Everything, yeah.
Every whiskey that's on the shelf is a Kentucky thing.
- [Interviewer] What do you say to someone that comes in
and asks for a shot of Jack Daniel's?
- Like, "Hey, sorry. Kentucky bourbon only."
- Um, I don't know.
Kind of as an intruder maybe.
♪ Whiskey River take my mind ♪
- We have one traffic light in the whole county
and we're headed to it right now.
So we're going to take a left
and then go into downtown Lynchburg.
We got Miss Nina's with chocolates
and fudge that's got Jack Daniel's in it.
We got Jack Daniel's ice cream right here
in the ice cream parlor.
So you see how this is going, don't you?
You've got to eat responsibly.
We're in a dry county.
We don't have a bar or pub, liquor store,
tavern, liquor by the drink.
You can eat all you want.
- [Interviewer] We were told that Jack
is the number one selling whiskey in Scotland?
Do you think that's possible?
- No.
"Overtakes traditional whiskey as Britain's favorite."
I strongly disagree.
- [Interviewer] We just found that in the Telegraph.
- Did you?
Wait a minute now, you don't believe
what you read in the papers.
Come on, guys.
It's modern times.
See if this turns out to be true.
I will eat my bonnet so long
as it's turned into chocolate first.
Are you with me?
- [Interviewer] How do we have to prove it?
What do we have to do?
- That's up to you matey.
The ball's in your court.
- From the day I was born all my heroes
were drinking whiskey and mostly it was Jack Daniel's.
I mean name me one fá*áá*áá*g musician that stood on stage
with a fá*áá*áá*g bottle of gin.
No.
Never seen it.
[upbeat rock music]