Amy Burgess, Associate Director
The team at Publicasity has been lucky enough to meet and listen to the Jack Daniel’s Master Distiller Jeff Arnett on more than one occasion, both here in London and out in Lynchburg, Tennessee. Each time we learn more about the world’s No.1 whiskey and the man who could be considered as having one of the best jobs on the planet… and last night was no exception!
Trade press and customers gathered yesterday in the Punch Room at the London Edition Hotel for a Jack Daniel’s Single Barrel and Sinatra Select tasting with the man himself, Jeff Arnett, who is the seventh Jack Daniel’s Master Distiller. With passion and ease he took guests on the Jack Daniel’s journey which culminated in why everyone was together on a Monday night in September – to celebrate Jack the Man’s Birthday.
Jack Daniel’s first created the Jack Daniel’s brand in the 1860’s when he moved to Lynchburg to utilise the natural spring water cave and up until 1988 the distillery only produced Old No.7. Since then Jack Daniel’s Single Barrel was launched in 1997 a unique expression which allows people to hand select a specific barrel that suits their taste preference. Gentleman Jack then arrived in the early Noughties and most recently Jack Daniel’s Tennessee Honey, which has gone on to become a £50m brand within two years in the UK.
A highlight of the evening was sampling Jack Daniel’s Sinatra Select, a Limited Edition to celebrate the lead up to what would have been Frank Sinatra’s 100th Birthday. JD’s No.1 fan of all time, Sinatra proclaimed on stage in 1955 that Jack was a ‘Nectar of the gods’ which helped double the brands’ sales in just one year ensuring that for the next 25 years the brand was on allocation because it became so popular!
Always good drinks when the Jack Daniel's Master Distiller comes to town! pic.twitter.com/9r2Jywl0Yb
— Amy Burgess (@Starlet3000) September 8, 2014
There are now 2.2m barrels of Jack Daniel’s in 86 barrel houses in Lynchburg and two additional stills will become operational in April next year. What will be next for the brand that remains as authentic as the day it was conceived but yet has mass global appeal? Only time will tell but I suspect it will be exciting and typically Jack!