Jack Daniel’s is one of the most recognizable brands in the world, but its story is deeply rooted in a small Tennessee town, generations of family legacy, and an uncompromising commitment to doing things the right way. From the Bethel House at the entrance of the Lynchburg distillery, Chris Fletcher, Vice President, Master Distiller, and Director of Distillery Operations, shares what it really means to steward a brand that produces every drop of its whiskey in Moore County, one of the smallest counties in Tennessee. The conversation explores how Jack Daniel’s balances tradition and innovation, why Tennessee whiskey is different, and how quality and consistency have carried the brand across nearly 160 years.

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