Whisky Magazine Issue 62
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Jack Daniel's is bucking the trend in many markets and going from strength to strength. Dominic Roskrow went to Lynchburg to find out why
You start to get a sense of just how big Jack Daniel's has become when you visit the main square of the pretty village of Lynchburg down the road from the distillery.
It's not that there's anything small-scale about the distillery itself. It occupies land that stretches for acres. But because much of it is out of sight and out of mind, its geography gives little indication of its enormity, even when the tour guide puts in to context and rolls out the figures.
But Lynchburg is another matter.
Outwardly it's nothing more than a small town in the American south, its wooden frame houses decorated with American flags, its white churches promoted by neon signs with messages such as ‘God made Adam and Eve, not Adam and Steve,' its perimeters lined with gas stations, fast food chains and cheap motels.
Enter in to the town's heart and its pretty central square, though, and we're somewhere else again. It's packed with shops selling Jack Daniel's merchandise and that merchandise covers just about everything. Candles, mirrors, sauces, shirts, shorts, caps, bags, even a Harley Davidson for Heaven's sake…if it has space for that distinctive and renowned black and white logo, then it's on sale here.
Through this iconic and distinctive whiskey the world has heard of Lynchburg and in true American style Lynchburg is cashing in. Meanwhile down the road, Jack Daniel's operates in its own sedate way, and gets bigger and bigger by the year.
If you think about it, it's an odd partnership...