On this episode, ad man Ted Simmons discusses how a trip to the distillery in 1965 inspired the legendary campaign known as “Postcards from Lynchburg” and built the foundation for his creative teams to develop more than 1,000 ads for Jack Daniel’s ever since.

The Art of Storytelling in Advertising

Stories always get better in the retelling. And in the case of Mr. Jack Daniel, the distillery that bears his name, and the world-famous whiskey that emerges from the hollows of Lynchburg, Tennessee, there is no shortage of stories to be told. Lucas Hendrickson hosts Around the Barrel, the official podcast of Jack Daniel’s, as we set out to tell those stories. Your friends at Jack Daniel’s remind you to drink responsibly. Tennessee Whiskey Alcohol 40% by Volume (80 proof). Distilled and Bottled by Jack Daniel Distillery, Lynchburg, Tennessee. Around the Barrel is intended for listeners 21 years of age and older.

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Working with a spirit of innovation involves a constant process of unlearning and relearning. You want to refine what has worked in the past and trim away what is not needed within your new process. When you lay that new template over the business of whiskey production, you also have to factor in the idea of “hurry up and wait” before you can make more changes and move a new product into its final form. On this episode, we talk once again with Master Distiller Chris Fletcher about the brand-new global travel retail (GTR) product American Single Malt finished in Oloroso sherry casks, about how the word “single” doesn’t always correlate with the word “simple,” and about how this new endeavor just might bring about a new set of frequently asked questions, Around the Barrel. 

Jack Daniel’s GTR American Single Malt

It's been said that genius is 1% inspiration and 99% perspiration. To develop an understanding of the genius of the spirits space, you’ve got to factor in distillation, fermentation and maybe a little repetition too. On this episode we talk with San Diego-based whiskey influencer Sarah Jeltema, the woman behind the social media handle @whiskynomad, about how asking the right questions of bartenders and distillers spawned her current pursuits, about how the idea of service through spirits has made an impact on the world of first responders and about how sharing the science can enhance the enjoyment of sitting and sipping Around the Barrel.

From Dispatcher to Distillation Enthusiast - Sarah Jeltema

As much as tradition is a component of what comes out of the  Jack Daniel Distillery, the motto “Every day we make it, we’ll make it the best we can,” absolutely encompasses using new tools as they become available. On this episode, we talk with Melvin Keebler and Donna Willis, two key leaders on the Distillery’s operations team, about new technology the company is using to continue its sustainability climb, about how opportunities for changing processes can still benefit long-time partners who have been comfortable with the way things currently are and about how the wide world of whiskey needs geeks of all kinds, Around the Barrel.

Donna Willis and Melvin Keebler: Blending Tradition and New Technologies

If there’s anything the last three years have taught us, it’s to never overlook the chance to spend a little time away from home. On this episode, we talk with travel and spirits writer Brad Japhe about the state of American whiskey across a variety of ponds, about how patience is paramount whether it’s waiting for whiskey, barbecue or basketball, and about how both consistency and innovation are important pieces when it comes to what emerges from Around the Barrel.

Brad Japhe: A Student of Spirits and Travel

Our enjoyment of so many things in this life tends to come about as a result of happy accidents. Then again, the creation of so many things, like whiskey, came about the same way. They can also emerge from putting aside one pursuit only to pick up another. On this episode, we talk with Matt Porter of the popular YouTube channel, ADHD Whiskey, about how putting down the fishing pole led him to picking up a tasting glass, about how chasing flavor isn’t always the key to enjoying a new whiskey and about how he’s still not entirely certain Lynchburg, Tennessee, isn’t a theme park dedicated to all good things Around the Barrel.

The Art of Storytelling in Advertising

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