Jack's No.7 heaven (Jack Daniel's)
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 Danielâs has become when you visit the main square of the pretty village of Lynchburg down the road from the distillery.
Itâs not that thereâs 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 itâs 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 âGod made Adam and Eve, not Adam and Steve,â its perimeters lined with gas stations, fast food chains and cheap motels.
Enter in to the townâs heart and its pretty central square, though, and weâre somewhere else again. Itâs packed with shops selling Jack Danielâs merchandise and that merchandise covers just about everything. Candles, mirrors, sauces, shirts, shorts, caps, bags, even a Harley Davidson for Heavenâs sakeâ¦if it has space for that distinctive and renowned black and white logo, then itâs 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 Danielâs operates in its own sedate way, and gets bigger and bigger by the year.
If you think about it,.....
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By Dominic Roskrow
Section : Distillery Focus
Page number : 32
