Jack Daniel's: The Story of Old No. 7

The inspiring story behind the Old No.7 Brand. Once you read this, checkout this excellent post of how this story became the Jack Daniel's Brand: http://www.brandstories.net/2012/07/03/jack-daniels-when-a-brand-becomes-its-story/


  1. 1841: City of Lynchburg

    In 1841, the City of Lynchburg was incorporated in Moore County, Tennessee, some 25 years before the distillery doors opened.

  2. 1850: Mr. Jack’s Birthday

    No one knows exactly when Jack Daniel was born because there are no birth records, but it’s customary to celebrate Mr. Jack’s birthday in September.
  3. The Dan Call Still

    Mr. Jack goes to work at Dan Call's distillery, where he learns all phases of the whiskey business.

  4. 1866: The Jack Daniel Distillery

    The Jack Daniel Distillery is established and registered with the federal government at its present location. Now, it's the oldest registered distillery in the United States.

  5. The Jack Daniel's Process 

    Mr. Jack sets standards of whiskey making still followed today: “Everyday we make it, we’ll make it the best we can.”
  6. The Hollow 

    Jack Daniel registers his distillery in the Hollow and leases the land. The Hollow contains the perfect water to make his whiskey – cool, pure, iron free cave spring water.
  7. Charcoal Mellowing 

    “Everyday we make it, we’ll make it the best we can.” For Mr. Jack, that meant mellowing his whiskey drop by drop through ten feet of sugar maple charcoal.

  8. Jack Daniel's Barrels 

    Craftsmen fit the white oak staves together by hand, then carefully toast and char the inside of the barrel to caramelize the wood’s natural sugars.
  9. 1876: Jack Buys the Distillery

    After years of leasing the property, Jack purchases the Hollow and 142 surrounding acres. 

  10. The Legend of Old No. 7 

    Was it simply his lucky number? Some say that Jack Daniel had seven girlfriends or the #7 train carried his barrels. Only Mr. Jack knows the real reason.
  11. Unable to open the safe in his office, Mr. Jack kicked it in frustration. This blow broke his toe and infection set in, leading to his untimely death in 1911.

  12. 1905: The Silver Cornet Band

    Jack Daniel creates the Silver Cornet Band to draw crowds to Lynchburg Square and his two saloons. 

  13. 1908: The Next in Line

    To ensure family continuity, Jack Daniel deeds the Distillery to his nephews, Lem Motlow (below) and Dick Daniel.