1 00:00:02,000 --> 00:00:07,000 Downloaded from YTS.MX 2 00:00:02,437 --> 00:00:05,440 [low droning music] 3 00:00:08,000 --> 00:00:13,000 Official YIFY movies site: YTS.MX 4 00:00:18,279 --> 00:00:21,282 [upbeat rock music] 5 00:02:13,916 --> 00:02:15,396 - There's a nice pace to this. 6 00:02:17,311 --> 00:02:20,357 Nobody in the whiskey game can be in a hurry. 7 00:02:20,444 --> 00:02:22,359 Otherwise you'll be awfully frustrated. 8 00:02:37,331 --> 00:02:39,898 I've worked on some great global brands over my career, 9 00:02:40,856 --> 00:02:42,249 but I've never struck a brand 10 00:02:42,336 --> 00:02:45,252 that has the connection that Jack Daniel's 11 00:02:45,339 --> 00:02:46,775 has around the world. 12 00:02:46,862 --> 00:02:48,559 I've never found a brand anything like it. 13 00:02:51,258 --> 00:02:53,912 You know, our challenge is to keep the brand special. 14 00:03:01,659 --> 00:03:02,878 Hey Phil. - How are you? 15 00:03:02,965 --> 00:03:04,009 - Good. Good to see you. 16 00:03:04,096 --> 00:03:05,750 A lot of the board members, 17 00:03:05,837 --> 00:03:07,752 they're not familiar with brands that have grown 18 00:03:07,839 --> 00:03:10,799 for six and seven generations of humanity. 19 00:03:10,886 --> 00:03:12,975 And so here's this thing called Jack Daniel's, 20 00:03:13,062 --> 00:03:17,284 which the reason it can do that is because it's iconic. 21 00:03:17,371 --> 00:03:20,722 It's been adopted by culture and not just American culture. 22 00:03:20,809 --> 00:03:24,291 It's been adopted by around the world, 23 00:03:24,378 --> 00:03:29,644 that sort of quest for authenticity or realness. 24 00:03:29,731 --> 00:03:33,213 Jack Daniel's just happens to sort of capture that. 25 00:03:33,909 --> 00:03:35,867 - How many of these are we good 26 00:03:35,954 --> 00:03:38,566 with where we're having to recreate the image? 27 00:03:38,653 --> 00:03:40,481 The story is still real. 28 00:03:40,568 --> 00:03:42,570 We want the best image we can to interact with the copy. 29 00:03:42,657 --> 00:03:45,921 Kind of real, definitely real, definitely real. 30 00:03:46,008 --> 00:03:48,837 Definitely, I'm talking imagery, not story. 31 00:03:48,924 --> 00:03:52,928 - So long as we as the brand stewards stay tight 32 00:03:53,015 --> 00:03:55,626 to what we can do, what we're allowed to do, 33 00:03:55,713 --> 00:03:57,846 some advertise, some types of advertising 34 00:03:57,933 --> 00:04:00,762 and some types of product development, 35 00:04:00,849 --> 00:04:01,893 the cultural industries will look 36 00:04:01,980 --> 00:04:04,722 after that brand it seems to be. 37 00:04:04,809 --> 00:04:08,683 Jack's sort of like American whiskey for the world 38 00:04:08,770 --> 00:04:13,427 and now it's as big as it is and with that sort 39 00:04:13,514 --> 00:04:16,343 of scale comes those challenges of how do you keep it 40 00:04:16,430 --> 00:04:18,432 as authentic as Lynchburg really is? 41 00:04:19,694 --> 00:04:25,003 I think if told, you know, in a way that's unencumbered 42 00:04:25,090 --> 00:04:29,617 by us the brand owner, whatever it is 43 00:04:29,704 --> 00:04:32,010 that has made it the world's most popular whiskey, 44 00:04:33,969 --> 00:04:35,231 you know if we could capture that 45 00:04:35,318 --> 00:04:36,798 that must be an interesting story. 46 00:04:36,885 --> 00:04:39,888 [upbeat rock music] 47 00:04:48,810 --> 00:04:51,987 - The smell of the whiskey in the air, 48 00:04:52,074 --> 00:04:54,076 the smell of the maple wood burning, 49 00:04:57,906 --> 00:04:58,994 it's a special place. 50 00:05:00,822 --> 00:05:02,432 - [Woman] You couldn't hardly talk 51 00:05:02,519 --> 00:05:04,956 about Jack Daniel without talking about Lynchburg. 52 00:05:08,482 --> 00:05:12,573 - You say Tennessee they'll say three people: Elvis, 53 00:05:14,052 --> 00:05:15,663 Dolly and Jack. 54 00:05:18,840 --> 00:05:21,408 - Lynchburg is really a beautiful place. 55 00:05:21,495 --> 00:05:23,888 I know it's small and it's a little country town, 56 00:05:23,975 --> 00:05:25,499 but the story is big. 57 00:05:26,543 --> 00:05:29,111 There's a lot of things we're still learning. 58 00:05:29,198 --> 00:05:31,766 - Planet earth it's large in scale. 59 00:05:31,853 --> 00:05:33,507 It's huge. 60 00:05:33,594 --> 00:05:36,771 Lynchburg would be lucky to be even a pin dot on it. 61 00:05:36,858 --> 00:05:39,121 But the one thing that people anywhere 62 00:05:39,208 --> 00:05:41,906 in the world will know is when you say Jack Daniel's. 63 00:05:41,993 --> 00:05:42,907 - Welcome to Jack Daniel's. 64 00:05:42,994 --> 00:05:44,605 Welcome to Lynchburg. 65 00:05:44,692 --> 00:05:47,782 - They know that's good whiskey. 66 00:05:47,869 --> 00:05:50,959 - It's amazing that the product has got that big. 67 00:05:51,046 --> 00:05:53,788 Everybody knows about Jack worldwide. 68 00:05:53,875 --> 00:05:55,006 - [Men] America. 69 00:05:57,966 --> 00:06:00,838 - You look at generations of where they came from 70 00:06:00,925 --> 00:06:02,536 and how hard working they are, 71 00:06:02,623 --> 00:06:04,799 that means more to me than anything. 72 00:06:04,886 --> 00:06:06,888 [upbeat rock music] 73 00:06:06,975 --> 00:06:08,455 - [Interviewer] How would you describe 74 00:06:08,542 --> 00:06:09,717 what a movie about Jack Daniel's would be like? 75 00:06:09,804 --> 00:06:10,892 What genre would that be? 76 00:06:12,937 --> 00:06:15,897 - It should be a family movie, really. 77 00:06:16,854 --> 00:06:19,857 [upbeat rock music] 78 00:06:21,816 --> 00:06:23,339 I'm from here. 79 00:06:23,426 --> 00:06:26,037 Being from a small town, Lynchburg is peaceful. 80 00:06:28,997 --> 00:06:30,085 It's quiet. 81 00:06:30,172 --> 00:06:32,609 [laughing] 82 00:06:34,916 --> 00:06:37,788 Yeah, we ride and work together every morning. 83 00:06:37,875 --> 00:06:39,573 - My mother and her sister, 84 00:06:39,660 --> 00:06:41,531 they rode together and lived next door to each other. 85 00:06:41,618 --> 00:06:43,838 They rode to work, went to grocery, went 86 00:06:43,925 --> 00:06:44,882 And now we're doing it. 87 00:06:46,623 --> 00:06:49,147 Most people when they start here they stay here. 88 00:06:49,234 --> 00:06:50,192 Family first. 89 00:06:53,282 --> 00:06:56,764 - It's always been about family, you know. 90 00:06:56,851 --> 00:06:58,853 It's not unusual to have father 91 00:06:58,940 --> 00:07:00,942 and sons working side by side. 92 00:07:03,684 --> 00:07:06,077 Generations of families that have worked here. 93 00:07:11,953 --> 00:07:13,215 - We make every drop here. 94 00:07:14,129 --> 00:07:15,173 We're not near the interstate. 95 00:07:15,260 --> 00:07:16,914 You're on a two-lane highway 96 00:07:17,001 --> 00:07:19,526 so it takes some logistics to ship 160 countries 97 00:07:19,613 --> 00:07:21,136 from a small town like we are. 98 00:07:21,223 --> 00:07:22,267 - [Interviewer] Do you get that question a lot? 99 00:07:22,354 --> 00:07:23,443 Is it really made all here? 100 00:07:23,530 --> 00:07:25,445 - Yeah they do. 101 00:07:25,532 --> 00:07:28,665 They kind of question from the beginning to the end process. 102 00:07:28,752 --> 00:07:32,713 Of course my part is the export shipping overseas. 103 00:07:32,800 --> 00:07:35,498 UK, France and Germany are typically 104 00:07:35,585 --> 00:07:37,979 our bigger bulk shipments. 105 00:07:38,066 --> 00:07:39,676 - [Interviewer] Are there places 106 00:07:39,763 --> 00:07:41,243 that you've gotten orders that you're jealous 107 00:07:41,330 --> 00:07:42,113 like, "Oh man, I really want to go there."? 108 00:07:42,200 --> 00:07:43,680 - Yeah. 109 00:07:43,767 --> 00:07:45,639 Australia orders a lot of Jack Daniel's. 110 00:07:45,726 --> 00:07:48,163 I think that's a neat place I'd like to visit some day. 111 00:07:52,994 --> 00:07:54,604 - Occasionally I'll get somebody who is like 112 00:07:54,691 --> 00:07:56,998 they can't believe that we don't have a plant close 113 00:07:57,085 --> 00:07:58,478 to them because they'll see Jack Daniel's 114 00:07:58,565 --> 00:08:00,218 all around and they're like, "Really? 115 00:08:00,305 --> 00:08:01,872 Every bottle is leaving Lynchburg and coming here?" 116 00:08:01,959 --> 00:08:02,917 I'm like, "Yeah." 117 00:08:03,004 --> 00:08:06,007 [upbeat rock music] 118 00:08:07,661 --> 00:08:08,879 - It doesn't really matter where you find it, 119 00:08:08,966 --> 00:08:10,490 it should be the same. 120 00:08:10,577 --> 00:08:12,100 The hands that are crafting it 121 00:08:12,187 --> 00:08:14,842 are the same no matter whether it's Nashville 122 00:08:14,929 --> 00:08:17,671 or South Africa or Australia. 123 00:09:10,245 --> 00:09:12,856 - This type of cave that we're looking at 124 00:09:12,943 --> 00:09:15,293 is a limestone cave spring. 125 00:09:16,643 --> 00:09:19,080 You've got to have iron free water to make good whiskey. 126 00:09:19,167 --> 00:09:23,650 Jack ran away from home when he was about 10 years old 127 00:09:23,737 --> 00:09:25,565 and he went and lived with his neighbor 128 00:09:25,652 --> 00:09:27,915 who was a Lutheran minister and that man's name 129 00:09:28,002 --> 00:09:29,873 was Dan Call. 130 00:09:29,960 --> 00:09:33,747 He had an enslaved man that worked on the farm 131 00:09:33,834 --> 00:09:35,836 with him named Nearest Green. 132 00:09:35,923 --> 00:09:39,579 Jack took interest in making whiskey with the preacher 133 00:09:39,666 --> 00:09:42,320 and Nearest Green when he was about 12 years old. 134 00:09:42,407 --> 00:09:44,148 He started making whiskey with them 135 00:09:44,235 --> 00:09:45,846 but the church people didn't like the idea 136 00:09:45,933 --> 00:09:49,676 of Dan Call preaching to them and making whiskey, 137 00:09:49,763 --> 00:09:51,939 so they asked him to sell his still. 138 00:09:53,244 --> 00:09:57,771 So he ended up selling it to Jack Daniel for $25. 139 00:09:59,250 --> 00:10:00,643 [light orchestral music] 140 00:10:00,730 --> 00:10:03,733 He gets the still registered in 1866 141 00:10:03,820 --> 00:10:06,867 and Jack Daniel would eventually bring that still 142 00:10:06,954 --> 00:10:08,129 to this area. 143 00:10:11,959 --> 00:10:14,048 And we still make all the whiskey right here 144 00:10:14,135 --> 00:10:15,832 in this hillside today. 145 00:10:17,965 --> 00:10:19,880 Now what you smell in the air, 146 00:10:19,967 --> 00:10:21,664 that's sour mash. 147 00:10:21,751 --> 00:10:24,711 That's made out of corn, barley, malt and rye. 148 00:10:24,798 --> 00:10:26,495 We're going to grind it up. 149 00:10:26,582 --> 00:10:28,976 You can cook it with the water coming out of this cave. 150 00:10:29,977 --> 00:10:32,762 ♪ It was an early Sunday morning ♪ 151 00:10:32,849 --> 00:10:35,373 ♪ As the church was crowded full ♪ 152 00:10:35,460 --> 00:10:38,246 ♪ Old Elder Brown was raving ♪ 153 00:10:38,333 --> 00:10:41,684 ♪ He was angry as a bull ♪ 154 00:10:41,771 --> 00:10:44,252 ♪ The congregation sensed it ♪ 155 00:10:44,339 --> 00:10:47,081 ♪ And they knew just what he meant ♪ 156 00:10:47,168 --> 00:10:49,692 ♪ When he said my text today ♪ 157 00:10:49,779 --> 00:10:53,087 ♪ Is you sinners must repent ♪ 158 00:10:53,174 --> 00:10:56,830 ♪ Who threw the whiskey in the well ♪ 159 00:10:56,917 --> 00:10:59,006 ♪ In the well ♪ 160 00:10:59,093 --> 00:11:02,662 ♪ Who threw the whiskey in the well ♪ 161 00:11:02,749 --> 00:11:04,402 ♪ In the well ♪ 162 00:11:04,489 --> 00:11:06,927 ♪ 'Cause Deacon Jones knelt down to pray ♪ 163 00:11:07,014 --> 00:11:09,886 ♪ All he said was hey hey hey ♪ 164 00:11:09,973 --> 00:11:14,282 ♪ So who threw the whiskey in the well ♪ 165 00:11:14,369 --> 00:11:16,458 - The process is definitely designed 166 00:11:16,545 --> 00:11:18,112 to be consistent over time. 167 00:11:19,243 --> 00:11:21,942 There's so much technology out there 168 00:11:22,029 --> 00:11:23,378 and we certainly are not bashful 169 00:11:23,465 --> 00:11:25,032 about using it where it's helpful, 170 00:11:25,946 --> 00:11:27,861 but more importantly there's nothing that tells you 171 00:11:27,948 --> 00:11:30,994 what something tastes like or what something smells like. 172 00:11:35,999 --> 00:11:37,479 A lot of the newer brands coming 173 00:11:37,566 --> 00:11:39,481 into our industry they get a lot of props 174 00:11:39,568 --> 00:11:42,136 for being very crafty and clever and stuff like that. 175 00:11:42,223 --> 00:11:44,921 A lot of just buying a freeze-dried yeast 176 00:11:45,008 --> 00:11:46,488 that's commercially available. 177 00:11:46,575 --> 00:11:48,272 If you're using a commercially available 178 00:11:48,359 --> 00:11:50,187 freeze-dried yeast culture, there's a good chance 179 00:11:50,274 --> 00:11:51,928 that your product is going to taste very similar 180 00:11:52,015 --> 00:11:54,322 to everybody else that is using that same yeast. 181 00:11:54,409 --> 00:11:56,106 So we have a very pure culture for Jack Daniel's 182 00:11:56,193 --> 00:11:58,500 and it's cryogenically preserved here 183 00:11:58,587 --> 00:12:00,067 and also two other locations. 184 00:12:00,154 --> 00:12:01,982 So that's I call that the "coke" formula 185 00:12:02,069 --> 00:12:03,984 or the "coke" secret and that's the thing that we need 186 00:12:04,071 --> 00:12:06,334 to protect mostly to make sure 187 00:12:06,421 --> 00:12:09,032 that Jack Daniel's character doesn't change over time. 188 00:12:09,119 --> 00:12:11,818 - [Interviewer] Where is your secret cryogenic freezer? 189 00:12:11,905 --> 00:12:12,993 - It's out back here. 190 00:12:19,260 --> 00:12:21,001 If you look down in here, 191 00:12:21,088 --> 00:12:22,829 There's the original jug yeast culture 192 00:12:22,916 --> 00:12:24,918 that has the full diversity. 193 00:12:25,005 --> 00:12:26,528 Of all the different things 194 00:12:26,615 --> 00:12:27,921 that have been the Jack Daniel's yeast culture 195 00:12:28,008 --> 00:12:29,357 over the years that would date back 196 00:12:29,444 --> 00:12:30,924 all the way to prohibition but it comes 197 00:12:31,011 --> 00:12:33,100 from that mother culture that's been here for forever. 198 00:12:35,058 --> 00:12:36,668 And this was one of the things 199 00:12:36,756 --> 00:12:38,018 that really I think is a strength for Jack Daniel's 200 00:12:38,105 --> 00:12:42,849 is we don't change much over time. 201 00:12:42,936 --> 00:12:44,241 We haven't changed over the years very much 202 00:12:44,328 --> 00:12:46,156 and that's not by accident. 203 00:12:46,243 --> 00:12:47,984 We've been very deliberate about trying to be consistent 204 00:12:48,071 --> 00:12:51,031 in character. Making every drop here 205 00:12:51,118 --> 00:12:55,775 is important because people will say, "How do you know 206 00:12:55,862 --> 00:12:57,733 that Jack Daniel's today taste 207 00:12:57,820 --> 00:12:59,256 like what it did 10 years ago and how do you like 10 years 208 00:12:59,343 --> 00:13:00,475 from now that it's going to taste 209 00:13:00,562 --> 00:13:01,911 like what it tastes like today?" 210 00:13:01,998 --> 00:13:03,434 And there's a handful of reasons, 211 00:13:03,521 --> 00:13:04,958 the way we handle the yeast culture, 212 00:13:05,045 --> 00:13:06,524 the way we check it and test for it. 213 00:13:06,611 --> 00:13:08,918 But the process, the process is designed 214 00:13:09,005 --> 00:13:11,051 and not allowed to drift. 215 00:13:13,140 --> 00:13:15,882 - [Man] One, two, one, two, three, four. 216 00:13:15,969 --> 00:13:18,972 [upbeat rock music] 217 00:13:26,153 --> 00:13:29,069 - To be a bourbon is a high, high standard. 218 00:13:29,156 --> 00:13:31,375 Jack Daniel's makes its whiskey like a bourbon 219 00:13:31,462 --> 00:13:33,856 but then does bourbon one better 220 00:13:33,943 --> 00:13:36,424 by adding an extra very costly step 221 00:13:36,511 --> 00:13:38,469 of charcoal mellowing every drop of whiskey 222 00:13:38,556 --> 00:13:41,516 through 10 feet of sugar maple charcoal. 223 00:13:44,345 --> 00:13:46,608 To be a Tennessee whiskey, you have 224 00:13:46,695 --> 00:13:48,436 to be charcoal mellowed. 225 00:13:48,523 --> 00:13:51,961 Without charcoal mellowing Jack Daniel's is a bourbon. 226 00:13:53,006 --> 00:13:56,009 [upbeat rock music] 227 00:15:13,651 --> 00:15:15,044 - [Interviewer] Could Matthew McConaughey 228 00:15:15,131 --> 00:15:17,046 talk you into drinking Wild Turkey? 229 00:15:17,133 --> 00:15:19,005 - Absolutely not. 230 00:15:19,092 --> 00:15:20,571 - No way. 231 00:15:20,658 --> 00:15:21,703 - [Interviewer] What about, could Mila Kunis 232 00:15:21,790 --> 00:15:23,183 talk you into drinking Jim Beam? 233 00:15:23,270 --> 00:15:24,793 - No way. 234 00:15:24,880 --> 00:15:26,708 - [Interviewer] Even if you're just in a room 235 00:15:26,795 --> 00:15:28,057 with her and she was like, "Come on Goose, just try it." 236 00:15:30,755 --> 00:15:32,627 - Nope. 237 00:15:32,714 --> 00:15:34,585 - [Interviewer] Do you know the actor Matthew McConaughey? 238 00:15:34,672 --> 00:15:36,152 - I don't know him. 239 00:15:36,239 --> 00:15:36,761 - [Interviewer] But you know who he is? 240 00:15:36,848 --> 00:15:38,763 - Yeah. 241 00:15:38,850 --> 00:15:39,721 - [Interviewer] Could he talk you into drinking Wild Turkey? 242 00:15:40,635 --> 00:15:42,071 - I doubt it. 243 00:15:42,158 --> 00:15:43,812 - [Interviewer] Are there other types 244 00:15:43,899 --> 00:15:46,423 of whiskey you're drinking besides Jack Daniel's? 245 00:15:46,510 --> 00:15:47,511 - Not me. 246 00:15:47,598 --> 00:15:49,383 It's always Jack. 247 00:15:49,470 --> 00:15:53,169 - Why would you drink something else when for 41 years 248 00:15:53,256 --> 00:15:55,389 it's put a roof over your head? 249 00:15:55,476 --> 00:15:57,957 - [Interviewer] Jack doesn't ever have a spokesperson. 250 00:15:59,132 --> 00:16:00,568 - Well they have our town. 251 00:16:01,699 --> 00:16:04,441 - [Narrator] This is Lynchburg, Tennessee. 252 00:16:04,528 --> 00:16:06,748 This is how many people were born here. 253 00:16:06,835 --> 00:16:09,142 This many are fifth generation. 254 00:16:09,229 --> 00:16:11,971 This is how many are named Hiawatha Kitty McGee. 255 00:16:13,146 --> 00:16:15,148 He keeps the town dry. 256 00:16:15,235 --> 00:16:17,063 They prefer it a little wet. 257 00:16:17,150 --> 00:16:18,673 [laughing] 258 00:16:18,760 --> 00:16:20,501 This many are proud of what we make here. 259 00:16:20,588 --> 00:16:23,069 This is how many go around bragging about it. 260 00:16:23,156 --> 00:16:25,027 This is our town. 261 00:16:25,114 --> 00:16:27,247 If you can't get here, just look for one of our postcards. 262 00:16:27,334 --> 00:16:29,075 We send them all over. 263 00:16:29,162 --> 00:16:30,032 They look like this. 264 00:16:49,617 --> 00:16:51,358 - We're getting all spiffy like. 265 00:16:51,445 --> 00:16:53,447 It's going to look good. 266 00:16:56,189 --> 00:16:57,581 - Thank you. 267 00:16:57,668 --> 00:16:58,582 Appreciate that. 268 00:16:58,669 --> 00:16:59,496 There you go big guy. 269 00:16:59,583 --> 00:17:00,628 Now watch him now. 270 00:17:00,715 --> 00:17:01,542 [all chattering] 271 00:17:01,629 --> 00:17:02,630 Now watch him now. 272 00:17:02,717 --> 00:17:03,326 That feels good. 273 00:17:06,155 --> 00:17:07,765 My wife would be proud of me. 274 00:17:07,852 --> 00:17:09,376 - In this movie who is going 275 00:17:09,463 --> 00:17:11,726 to be the main co-star between you and him? 276 00:17:12,683 --> 00:17:14,381 - Well you just never know. 277 00:17:14,468 --> 00:17:15,773 - It's all about a bottle of Jack 278 00:17:15,860 --> 00:17:17,558 and the people that makes it. 279 00:17:18,776 --> 00:17:21,562 We don't even have a barber in Lynchburg no more. 280 00:17:21,649 --> 00:17:26,088 He retired here about three or four years ago. 281 00:17:26,871 --> 00:17:29,526 He cut my hair for a number of years. 282 00:17:30,832 --> 00:17:35,141 The last time he cut it I went and I sat down. 283 00:17:35,228 --> 00:17:39,797 I told him, I said, "I want it cut short on this side, 284 00:17:39,884 --> 00:17:45,064 long in the back, long on the right and real short on top." 285 00:17:46,239 --> 00:17:49,111 He said, "Well I can't cut it that way." 286 00:17:49,198 --> 00:17:50,721 I said, "The hell you can't. 287 00:17:50,808 --> 00:17:53,202 You've been cutting it that way for 30 years." 288 00:17:53,289 --> 00:17:55,552 [laughing] 289 00:17:55,639 --> 00:17:57,467 - [Interviewer] Where is your, 290 00:17:57,554 --> 00:18:00,514 where is your favorite spot to go to for lunch in town? 291 00:18:00,601 --> 00:18:02,081 - You really want to know? 292 00:18:02,907 --> 00:18:04,866 In the kitchen at Bobo's. 293 00:18:04,953 --> 00:18:06,389 What I do, I walk in and I say, 294 00:18:06,476 --> 00:18:09,871 "State of Tennessee health inspector." 295 00:18:09,958 --> 00:18:11,568 They say, "Well get you a piece of chicken 296 00:18:11,655 --> 00:18:13,179 and get out of here." 297 00:18:13,266 --> 00:18:15,877 [bluegrass music] 298 00:18:31,545 --> 00:18:34,330 State of Tennessee health inspector. 299 00:18:34,417 --> 00:18:36,115 Look at the chicken. 300 00:18:36,202 --> 00:18:37,681 How are you doing? 301 00:18:37,768 --> 00:18:39,292 - You're all shaved up. - Don't I look good? 302 00:18:39,379 --> 00:18:40,858 - You look better. - Thank you. 303 00:18:40,945 --> 00:18:43,383 - My brother works at Jack Daniel's. 304 00:18:43,470 --> 00:18:45,863 My brother-in-law worked at Jack Daniel's. 305 00:18:45,950 --> 00:18:48,823 My nephew works at Jack Daniel's. 306 00:18:48,910 --> 00:18:52,479 My mother worked at Jack Daniel's, my 307 00:18:52,566 --> 00:18:54,916 It's just like aunts and uncles. 308 00:18:55,003 --> 00:18:56,309 So yeah, it's really tight knit. 309 00:18:56,396 --> 00:18:58,920 - The guy I date like we'd been dating 310 00:18:59,007 --> 00:19:00,878 for about a month and he was like, 311 00:19:00,965 --> 00:19:03,403 "I'm kin to this person", and I was like, "Oh, I am too." 312 00:19:03,490 --> 00:19:05,840 And then we get to talking bout his is on one side 313 00:19:05,927 --> 00:19:08,147 and mine is on the other side, so it was all good. 314 00:19:08,234 --> 00:19:09,887 But then you're like what? 315 00:19:09,974 --> 00:19:11,411 - [Interviewer] How would you describe Lynchburg 316 00:19:11,498 --> 00:19:12,455 to someone that's never been here before? 317 00:19:13,935 --> 00:19:15,328 - Big in a small way. 318 00:19:15,415 --> 00:19:18,244 [bluegrass music] 319 00:19:22,639 --> 00:19:24,685 - This is not just a tourist community. 320 00:19:24,772 --> 00:19:26,121 This is not just Jack Daniel's. 321 00:19:26,208 --> 00:19:28,863 It's not just Lynchburg souvenir. 322 00:19:28,950 --> 00:19:31,866 This is actually a productive, working community. 323 00:19:32,867 --> 00:19:35,261 You know business goes on every day just 324 00:19:35,348 --> 00:19:37,176 like it does anywhere else. 325 00:19:40,004 --> 00:19:42,224 We're not here just to be a tourist town. 326 00:19:43,486 --> 00:19:45,445 We're here because it's a working community. 327 00:19:45,532 --> 00:19:47,273 We was raised up here, we like it here, 328 00:19:47,360 --> 00:19:50,276 we stay here because we love Lynchburg 329 00:19:50,363 --> 00:19:52,278 and we love Moore County. 330 00:19:52,365 --> 00:19:54,236 [upbeat rock music] 331 00:19:54,323 --> 00:19:56,543 - The touchstone is when you go to Lynchburg, 332 00:19:57,631 --> 00:19:59,807 find some quiet time and just walk it. 333 00:19:59,894 --> 00:20:00,938 It's real. 334 00:20:01,852 --> 00:20:03,289 It's the realest real. 335 00:20:03,376 --> 00:20:04,681 It's the whiskiest whiskey. 336 00:20:04,768 --> 00:20:06,770 [laughing] 337 00:20:06,857 --> 00:20:08,163 That's a pirate flag. 338 00:20:08,250 --> 00:20:09,556 That's the way I look at that label. 339 00:20:09,643 --> 00:20:11,688 [laughing] 340 00:20:11,775 --> 00:20:15,823 You can't be a pirate and go to heaven. 341 00:20:15,910 --> 00:20:18,913 [upbeat rock music] 342 00:20:36,887 --> 00:20:38,933 [laughing] 343 00:20:42,937 --> 00:20:44,939 - Well, that's the song. 344 00:20:45,026 --> 00:20:46,810 - Whiskey and alcohol play a role 345 00:20:46,897 --> 00:20:51,598 in anyone who is trying to fend off the natural disasters 346 00:20:51,685 --> 00:20:53,121 of life, man. 347 00:20:53,208 --> 00:20:56,298 It's like Charles Bukowski or like [beep] 348 00:20:56,385 --> 00:20:57,995 some guy in a bar, man. 349 00:20:58,082 --> 00:20:59,823 It's part of your life, man. 350 00:20:59,910 --> 00:21:02,696 You play shows every night in a bar. 351 00:21:02,783 --> 00:21:04,828 - Sometimes you drink from the stress. 352 00:21:04,915 --> 00:21:06,874 Sometimes you drink for joy. 353 00:21:06,961 --> 00:21:09,703 Sometimes you drink for the creativity. 354 00:21:09,790 --> 00:21:12,314 [all laughing] 355 00:21:16,710 --> 00:21:19,887 - [Man] One, two, three, four. 356 00:21:19,974 --> 00:21:23,543 [light acoustic guitar music] 357 00:21:23,630 --> 00:21:26,067 - There are a couple of brands where the brand 358 00:21:26,154 --> 00:21:30,985 got pulled so pervasively into popular culture 359 00:21:31,072 --> 00:21:33,683 that the company really stopped having anything 360 00:21:33,770 --> 00:21:36,904 to do with its vitality and importance. 361 00:21:36,991 --> 00:21:39,036 And there are very, very few of those. 362 00:21:39,123 --> 00:21:40,951 Jack Daniel's was one of those. 363 00:21:41,038 --> 00:21:42,562 [Western music] 364 00:21:42,649 --> 00:21:44,868 In the U.S. because we have this huge frontier 365 00:21:44,955 --> 00:21:48,524 and we're going out into these wilderness spaces 366 00:21:48,611 --> 00:21:50,091 that kind of gave the American character 367 00:21:50,178 --> 00:21:52,789 and a very masculine character of the country 368 00:21:52,876 --> 00:21:55,705 and that's what we thrived on for hundreds of years, 369 00:21:55,792 --> 00:21:57,446 frontier masculinity. 370 00:21:57,533 --> 00:22:02,103 That whole ideal got blown up after World War II. 371 00:22:02,190 --> 00:22:05,367 The new ideal was the corporate guy 372 00:22:05,454 --> 00:22:07,761 who is kind of the alpha male in the company 373 00:22:07,848 --> 00:22:10,459 and all these brands they were trying to glum 374 00:22:10,546 --> 00:22:14,115 onto this next kind of aspirational masculine model 375 00:22:14,202 --> 00:22:15,812 because that's where the money was. 376 00:22:15,899 --> 00:22:17,901 But then the Cold War starts 377 00:22:17,988 --> 00:22:20,469 [footsteps marching] 378 00:22:20,556 --> 00:22:24,430 and all the sudden nuclear Armageddon is on the table. 379 00:22:26,649 --> 00:22:28,434 So there was this huge contradiction 380 00:22:28,521 --> 00:22:31,872 between a guy sitting at his desk doing paperwork 381 00:22:31,959 --> 00:22:34,918 climbing the corporate ladder and, you know, 382 00:22:35,005 --> 00:22:39,967 fighting the Russians for, you know, world stakes. 383 00:22:40,054 --> 00:22:41,708 - [Man] Two whiskeys. 384 00:22:41,795 --> 00:22:43,623 - [Douglass] Whiskey, what more frontier heritage 385 00:22:43,710 --> 00:22:45,407 category is there? 386 00:22:45,494 --> 00:22:48,018 - It starts out with a little advertising agency back 387 00:22:48,105 --> 00:22:49,803 in the '50s, and they're doing ads 388 00:22:49,890 --> 00:22:53,415 just like every other bourbon ad of its day, 389 00:22:53,502 --> 00:22:57,811 which is to show the product on a silver tray with a butler, 390 00:22:57,898 --> 00:22:59,987 somebody in a smoking jacket. 391 00:23:01,815 --> 00:23:04,600 And Jack Daniel's did something completely different. 392 00:23:05,558 --> 00:23:07,864 They showed the place and the people 393 00:23:07,951 --> 00:23:11,390 who made the whiskey and it was really unheard of. 394 00:23:12,565 --> 00:23:15,916 - In the imagination of the country Jack Daniel's is a place 395 00:23:16,003 --> 00:23:17,265 that was stuck in time. 396 00:23:17,352 --> 00:23:18,832 It wasn't part of the modern age. 397 00:23:18,919 --> 00:23:20,399 It wasn't part of this new masculinity. 398 00:23:20,486 --> 00:23:21,661 And this is the signature whiskey 399 00:23:21,748 --> 00:23:23,097 because they haven't bought 400 00:23:23,184 --> 00:23:25,491 into modern society, urban living. 401 00:23:25,578 --> 00:23:28,711 These are guy's guys just like 100 years ago. 402 00:23:28,798 --> 00:23:31,453 This is the kind of masculinity we need now 403 00:23:31,540 --> 00:23:35,022 and it gets taken up in the movie "Hud", 404 00:23:35,109 --> 00:23:36,850 which was Paul Newman's breakout film 405 00:23:36,937 --> 00:23:41,028 which really cements exactly its kind of cultural role. 406 00:23:41,115 --> 00:23:45,946 Whenever he's needing some buttress and buck himself up, 407 00:23:46,033 --> 00:23:47,600 he starts drinking Jack Daniel's. 408 00:23:47,687 --> 00:23:49,166 It's like his truth serum. 409 00:23:49,253 --> 00:23:51,691 - Oh daddy, you ain't never been wrong. 410 00:23:51,778 --> 00:23:54,868 - Jack Daniel's is allowing him to speak those speeches. 411 00:23:54,955 --> 00:23:56,565 So it becomes almost a crutch. 412 00:23:56,652 --> 00:23:58,219 You're making a film like oh we need a little bit 413 00:23:58,306 --> 00:24:02,049 of that kind of frontier, bad ass, 414 00:24:02,136 --> 00:24:05,661 man's man guy character here and Berenger 415 00:24:05,748 --> 00:24:07,010 doesn't quite have it here so let's give him a bottle 416 00:24:07,097 --> 00:24:08,925 of Jack Daniel's and he'll really- 417 00:24:09,012 --> 00:24:12,799 [upbeat rock music] 418 00:24:12,886 --> 00:24:14,322 - Bottle of Jack. 419 00:24:14,409 --> 00:24:15,454 - I just love Coke with Jack Daniel's. 420 00:24:15,541 --> 00:24:17,064 - How'd you get through it? 421 00:24:17,151 --> 00:24:18,848 - I had a lot of help from Jack Daniel's. 422 00:24:18,935 --> 00:24:20,720 [upbeat rock music] 423 00:24:20,807 --> 00:24:23,462 - It is the first whiskey most of us tried. 424 00:24:23,549 --> 00:24:24,854 [glass shattering] 425 00:24:24,941 --> 00:24:26,421 It's just so common in our culture. 426 00:24:26,508 --> 00:24:27,161 It's the one brand people identify with. 427 00:24:28,815 --> 00:24:30,904 I don't think I use it to define a character. 428 00:24:30,991 --> 00:24:33,907 I use it to describe a scene. 429 00:24:33,994 --> 00:24:37,040 A lawyer is sitting around a judge's chamber 430 00:24:37,127 --> 00:24:39,739 in the back of a courtroom after work one day 431 00:24:39,826 --> 00:24:41,305 and the judge wants to have a drink 432 00:24:41,392 --> 00:24:42,742 and they pull out a bottle of Jack Daniel's. 433 00:24:42,829 --> 00:24:44,091 It permeates culture everywhere. 434 00:24:44,178 --> 00:24:45,005 - I need a drink. 435 00:24:46,920 --> 00:24:49,052 - John Belushi in "Animal House" when he sees the bottle 436 00:24:49,139 --> 00:24:50,750 of Jack Daniel's fall over 437 00:24:50,837 --> 00:24:52,578 and break he starts screaming, loses his mind. 438 00:24:52,665 --> 00:24:55,494 It's just so common in our culture. 439 00:24:55,581 --> 00:24:57,974 It's the one brand people identify with. 440 00:24:58,888 --> 00:25:00,237 [glass shattering] 441 00:25:00,324 --> 00:25:03,284 [screaming] 442 00:25:03,371 --> 00:25:06,026 - Nothing is more manly, nothing is more dangerous 443 00:25:06,113 --> 00:25:08,245 than chugging a bottle of Jack 444 00:25:08,332 --> 00:25:10,987 and it's the only whiskey that anybody knows anything 445 00:25:11,074 --> 00:25:13,250 about anyway that's recognizable. 446 00:25:13,337 --> 00:25:15,296 They had come to John and said we can shoot you 447 00:25:15,383 --> 00:25:17,037 from this side. 448 00:25:17,124 --> 00:25:20,736 You can pour the booze into like the little spout 449 00:25:20,823 --> 00:25:22,912 over here and it will look like you're drinking it. 450 00:25:22,999 --> 00:25:25,524 And he goes, "Why would I do that? 451 00:25:25,611 --> 00:25:26,873 I'll just drink it." 452 00:25:26,960 --> 00:25:28,483 And it was like, "You can do that?" 453 00:25:28,570 --> 00:25:29,876 And he goes, "Yeah, I can open my throat." 454 00:25:31,660 --> 00:25:34,315 It's tea certainly and that's him really drinking it. 455 00:25:34,402 --> 00:25:35,925 - Ah, thanks. 456 00:25:36,012 --> 00:25:36,883 I needed that. 457 00:25:36,970 --> 00:25:38,449 [glass shattering] 458 00:25:38,537 --> 00:25:40,234 - What else can you have for Bluto Blutarsky 459 00:25:40,321 --> 00:25:42,889 to drink than Jack Daniel's? 460 00:25:45,413 --> 00:25:46,849 - Hi Lloyd. 461 00:25:46,936 --> 00:25:48,634 - My agent called. "You've got a show. 462 00:25:48,721 --> 00:25:50,636 It's called 'The Shining.'" 463 00:25:50,723 --> 00:25:52,028 He says, "You'll playing the bartender." 464 00:25:52,115 --> 00:25:53,334 Now I've never been behind the bar. 465 00:25:53,421 --> 00:25:55,249 I don't drink. 466 00:25:55,336 --> 00:25:58,818 Then one moment I said, "Let me see what I will be serving." 467 00:25:58,905 --> 00:26:01,211 And there's a whole thing behind me of bottles 468 00:26:01,298 --> 00:26:04,171 of liquor, which I know nothing about 469 00:26:04,258 --> 00:26:08,654 except one that stood out and that was Jack Daniel's. 470 00:26:08,741 --> 00:26:10,656 I said, "Stanley, I don't know about liquor 471 00:26:10,743 --> 00:26:13,049 but you've got Jack Daniel's and this is supposed 472 00:26:13,136 --> 00:26:14,964 to be a 1920s set." 473 00:26:15,051 --> 00:26:17,967 He said, "Joe, Jack Daniel's is over 100 years old." 474 00:26:18,054 --> 00:26:19,099 I didn't know that. 475 00:26:21,101 --> 00:26:23,886 - Jack Daniel's has given so much back to art, 476 00:26:23,973 --> 00:26:27,673 to music and has been a part of culture forever. 477 00:26:27,760 --> 00:26:29,283 - [Interviewer] What would Jack Daniel's be 478 00:26:29,370 --> 00:26:31,851 without rock-n-roll and what would rock-n-roll 479 00:26:31,938 --> 00:26:32,982 be without Jack? 480 00:26:33,069 --> 00:26:34,941 - No, there's no, Jack Daniel's 481 00:26:35,028 --> 00:26:36,333 would be exactly the same 482 00:26:36,420 --> 00:26:37,857 without rock-n-roll but rock-n-roll 483 00:26:37,944 --> 00:26:41,164 would never be the same without Jack Daniel's 484 00:26:41,251 --> 00:26:42,122 and you know that. 485 00:26:43,514 --> 00:26:46,169 Imagine if there was no Jack Daniel's 486 00:26:46,256 --> 00:26:48,998 and every band was drinking like Jim Beam, 487 00:26:49,085 --> 00:26:51,871 then they'd all sound like [beeping] Kid Rock. 488 00:26:51,958 --> 00:26:52,872 Sorry. 489 00:26:52,959 --> 00:26:53,829 [laughing] 490 00:26:53,916 --> 00:26:55,352 [upbeat rock music] 491 00:26:55,439 --> 00:26:57,050 - The tradition of Jack Daniel's goes back 492 00:26:57,137 --> 00:27:00,227 to The Stones and Jimmy Page. 493 00:27:00,314 --> 00:27:02,359 They always had a bottle of Jack. 494 00:27:02,446 --> 00:27:03,926 It was part of the uniform in a way. 495 00:27:04,013 --> 00:27:05,928 The lure of that, of the party, 496 00:27:06,015 --> 00:27:08,888 the rock-n-roll celebration, it all stemmed 497 00:27:08,975 --> 00:27:11,804 from those photographs, that mystique. 498 00:27:11,891 --> 00:27:13,762 But it wasn't Keith Richards and Jimmy Page going, 499 00:27:13,849 --> 00:27:15,982 "Hey, you should drink Jack Daniel's", on Instagram. 500 00:27:16,069 --> 00:27:17,853 It wasn't like that at all. 501 00:27:17,940 --> 00:27:20,639 You saw a photograph and in your mind you put yourself 502 00:27:20,726 --> 00:27:21,727 in that party and you were like, 503 00:27:21,814 --> 00:27:23,685 "Wow, what's it like back there? 504 00:27:23,772 --> 00:27:26,949 What's it like backstage with The Stones or Led Zeppelin?" 505 00:27:27,994 --> 00:27:30,997 [upbeat rock music] 506 00:27:34,174 --> 00:27:37,438 ♪ If you like to gamble, I tell you I'm your man ♪ 507 00:27:37,525 --> 00:27:40,920 ♪ You win some, lose some, all the same to me ♪ 508 00:27:41,007 --> 00:27:43,966 When you saw Lemmy you thought about a couple of things. 509 00:27:44,053 --> 00:27:45,751 He's pure rock-n-roll. 510 00:27:45,838 --> 00:27:46,926 He's the real deal. 511 00:27:47,013 --> 00:27:49,102 His uniform is usually black. 512 00:27:49,189 --> 00:27:51,104 He wears a hat and he's got cool boots 513 00:27:51,191 --> 00:27:53,062 and he drinks Jack Daniel's. 514 00:27:54,020 --> 00:27:57,023 ♪ The only card I need is the Ace of Spades ♪ 515 00:27:57,110 --> 00:27:58,938 ♪ The Ace of Spades ♪ 516 00:27:59,025 --> 00:28:00,766 - Well we would always be vodka drinkers 517 00:28:00,853 --> 00:28:02,724 because vodka was cheap. 518 00:28:02,811 --> 00:28:04,813 When Lemmy moved to the U.S., 519 00:28:04,900 --> 00:28:06,336 Jack Daniel's was a legend then. 520 00:28:06,423 --> 00:28:08,774 We thought, the American dream, California. 521 00:28:08,861 --> 00:28:10,689 Jack Daniel's and Coke. 522 00:28:10,776 --> 00:28:12,429 And he tried it and he liked it. 523 00:28:12,516 --> 00:28:14,997 When he was drinking vodka he wrote "Ace of Spades" 524 00:28:15,084 --> 00:28:17,913 and all the ahhh kind of stuff. 525 00:28:19,045 --> 00:28:21,221 When he started drinking Jack, he got kind of 526 00:28:21,308 --> 00:28:23,876 more bluesy and mature, if you like. 527 00:28:25,878 --> 00:28:28,924 [upbeat rock music] 528 00:28:29,011 --> 00:28:31,274 - Part of that uniform of rock-n-roll 529 00:28:31,361 --> 00:28:33,233 was the Jack Daniel's bottle. 530 00:28:34,147 --> 00:28:38,020 When I first joined Guns N' Roses and Slash had the bottle, 531 00:28:38,107 --> 00:28:39,979 he handed me the Jack Daniel's bottle 532 00:28:41,067 --> 00:28:43,809 and I handed it back and he said, 533 00:28:43,896 --> 00:28:46,420 "Put the cap back on because you're letting Jack out." 534 00:28:47,421 --> 00:28:49,249 I was like wow. 535 00:28:49,336 --> 00:28:52,992 He didn't want any of the extra good stuff to evaporate. 536 00:28:53,079 --> 00:28:55,124 So the bottle wasn't left unattended. 537 00:28:55,211 --> 00:28:57,910 It was a special liquor that we needed 538 00:28:57,997 --> 00:29:01,348 to pay attention to like another part of the family. 539 00:29:01,435 --> 00:29:04,830 We went out on tour with Guns N' Roses in the early '90s 540 00:29:04,917 --> 00:29:06,962 and some of the arenas that we were in, 541 00:29:07,049 --> 00:29:09,835 Frank Sinatra was just ahead of us. 542 00:29:09,922 --> 00:29:11,750 So we'd go into the backstage area 543 00:29:11,837 --> 00:29:13,534 and we'd say, "Hey, Frank Sinatra is coming in." 544 00:29:13,621 --> 00:29:15,057 And they would have his rider 545 00:29:15,144 --> 00:29:17,016 and what did he have on his rider? 546 00:29:18,408 --> 00:29:21,150 Bottle of Jack Daniel's and a glass. 547 00:29:21,237 --> 00:29:22,238 That was it. 548 00:29:22,325 --> 00:29:24,023 He didn't have vegetables. 549 00:29:24,110 --> 00:29:26,460 He didn't have fruit plate. 550 00:29:27,548 --> 00:29:30,464 ♪ You make me feel so young ♪ 551 00:29:30,551 --> 00:29:33,032 ♪ You make me feel that spring has sprung ♪ 552 00:29:33,119 --> 00:29:36,905 - I remember Jack Daniel's being in dad's social makeup. 553 00:29:36,992 --> 00:29:39,125 It was a fixture in his life. 554 00:29:39,212 --> 00:29:42,476 It was something that he discovered himself. 555 00:29:42,563 --> 00:29:47,263 And I didn't notice him forcing it on anybody 556 00:29:47,350 --> 00:29:50,484 but when you were in his company, not I but others, 557 00:29:50,571 --> 00:29:51,964 they would drink it with him. 558 00:29:54,140 --> 00:29:56,055 All of the sudden you saw it everywhere. 559 00:29:56,142 --> 00:29:59,058 Dad jokingly a million times said, 560 00:29:59,145 --> 00:30:00,407 "Well I don't know why they don't call me 561 00:30:00,494 --> 00:30:01,582 to endorse their product. 562 00:30:01,669 --> 00:30:02,801 I love it. 563 00:30:02,888 --> 00:30:03,889 I drink it all the time. 564 00:30:03,976 --> 00:30:05,238 I'm photographed with it." 565 00:30:05,325 --> 00:30:06,935 It went where he went. 566 00:30:07,022 --> 00:30:09,895 ♪ Drinkin' again ♪ 567 00:30:09,982 --> 00:30:12,332 He was a trendsetter in many ways, 568 00:30:12,419 --> 00:30:14,247 from his hat to his shoes. 569 00:30:14,334 --> 00:30:18,817 I mean he set a style and a tone. 570 00:30:18,904 --> 00:30:22,429 That's really the Guns N' Roses, that circa. 571 00:30:22,516 --> 00:30:24,300 That's where they come from. 572 00:30:24,387 --> 00:30:26,041 - [Interviewer] If you had to sort of summarize 573 00:30:26,128 --> 00:30:28,957 what Jack Daniel's means to you, what would that be? 574 00:30:29,044 --> 00:30:30,219 - My dad happy. 575 00:30:31,351 --> 00:30:33,266 My dad having fun. 576 00:30:33,353 --> 00:30:37,009 ♪ A dream that used ♪ 577 00:30:37,096 --> 00:30:39,141 - Pop culture has been phenomenally important. 578 00:30:39,228 --> 00:30:41,143 It's been people like Sinatra. 579 00:30:41,230 --> 00:30:43,015 It's been people like Keith Richards 580 00:30:43,102 --> 00:30:46,105 from The Rolling Stones, Slash from the Guns N' Roses. 581 00:30:46,192 --> 00:30:47,715 We never paid for any of that. 582 00:30:47,802 --> 00:30:50,196 And the challenge that we've got moving forward 583 00:30:50,283 --> 00:30:52,111 is that you don't get much of that stuff 584 00:30:52,198 --> 00:30:53,634 for free these days. 585 00:30:53,721 --> 00:30:55,288 ♪ Early Monday morning ♪ 586 00:30:55,375 --> 00:30:57,116 ♪ To Friday at five ♪ 587 00:30:57,203 --> 00:30:59,031 ♪ Man, I work work work ♪ 588 00:30:59,118 --> 00:31:01,337 ♪ But I don't climb climb climb ♪ 589 00:31:01,424 --> 00:31:05,864 ♪ Boss man could shove that overtime up his can ♪ 590 00:31:05,951 --> 00:31:10,042 ♪ All I wanna do is put a drink in my hand ♪ 591 00:31:10,129 --> 00:31:11,957 - [Woman] He drank out of it apparently. 592 00:31:12,044 --> 00:31:13,959 $250. 593 00:31:14,046 --> 00:31:14,873 That's all. 594 00:31:14,960 --> 00:31:16,091 You have one swig. 595 00:31:16,744 --> 00:31:18,267 ♪ Worth the trouble to drown ♪ 596 00:31:18,354 --> 00:31:20,922 ♪ No need to complicate it ♪ 597 00:31:21,009 --> 00:31:22,619 ♪ I'm a simple man ♪ 598 00:31:22,706 --> 00:31:25,405 ♪ All you gotta do is put a drink in my hand ♪ 599 00:31:25,492 --> 00:31:28,451 [crowd cheering] 600 00:31:28,538 --> 00:31:30,018 - How are you doing Denver? 601 00:31:30,105 --> 00:31:32,673 [crowd cheering] 602 00:31:32,760 --> 00:31:36,590 [light acoustic guitar music] 603 00:31:38,070 --> 00:31:43,075 ♪ I got a reputation goin' round ♪ 604 00:31:44,380 --> 00:31:49,385 ♪ I ain't never been the kind to back down ♪ 605 00:31:52,084 --> 00:31:55,000 ♪ Yeah, I've thrown a punch or two ♪ 606 00:31:55,087 --> 00:31:57,567 ♪ And gave a few black eyes ♪ 607 00:31:57,654 --> 00:32:01,615 ♪ But Jack Daniel's kicked my ass again last night ♪ 608 00:32:01,702 --> 00:32:02,921 ♪ Ahhhh ♪ 609 00:32:03,008 --> 00:32:04,618 Come on, now. 610 00:32:04,705 --> 00:32:07,012 Whiskey was medicine before it was a libation. 611 00:32:07,099 --> 00:32:08,578 I've just always been drawn to whiskey 612 00:32:08,665 --> 00:32:10,537 more than anything else - beer or whatever. 613 00:32:10,624 --> 00:32:12,408 Whiskey is my thing. 614 00:32:12,495 --> 00:32:17,022 ♪ Jack Daniel's kicked my ass again last night ♪ 615 00:32:17,109 --> 00:32:19,546 For me as a guy who has played music 616 00:32:19,633 --> 00:32:23,332 and played everywhere, I've tried everything, 617 00:32:23,419 --> 00:32:25,030 drank everything. 618 00:32:25,117 --> 00:32:27,946 And it's just, it's me. 619 00:32:28,033 --> 00:32:29,338 It's the DNA. 620 00:32:29,425 --> 00:32:31,079 - [Interviewer] Were there musicians 621 00:32:31,166 --> 00:32:32,733 that you remember saying, "This is a connection 622 00:32:32,820 --> 00:32:34,430 to the rock-n-roll and music."? Like anybody- 623 00:32:34,517 --> 00:32:38,043 - Lemmy used to hold it a lot but I mean for me 624 00:32:38,130 --> 00:32:39,479 I mean I've never drank a product 625 00:32:39,566 --> 00:32:42,482 because I thought it made me cool. 626 00:32:42,569 --> 00:32:44,092 It's what I enjoy. 627 00:32:44,179 --> 00:32:47,226 I felt like it connected to more my grandfather 628 00:32:47,313 --> 00:32:48,444 and what he drank. 629 00:32:48,531 --> 00:32:50,272 It's a generational thing. 630 00:32:50,359 --> 00:32:52,622 So I don't know the reason he drank it. 631 00:32:52,709 --> 00:32:54,537 It could be taste or it could be 632 00:32:54,624 --> 00:32:56,452 what his grandfather or father drank. 633 00:32:59,151 --> 00:33:04,156 ♪ Yes, every Superman has got his Kryptonite ♪ 634 00:33:05,635 --> 00:33:09,770 ♪ Jack Daniel's kicked my ass again last night ♪ 635 00:33:09,857 --> 00:33:12,468 I'm gonna go get a little more Kryptonite 636 00:33:12,555 --> 00:33:17,299 Every tour I have eight or 10 alcoholic beverage companies 637 00:33:17,386 --> 00:33:19,301 that offer me the moon and beyond. 638 00:33:19,388 --> 00:33:21,260 I've never done it. 639 00:33:21,347 --> 00:33:25,090 I don't get a dime from Jack Daniel's to rep their product 640 00:33:25,177 --> 00:33:26,700 and I'm proud of that. 641 00:33:26,787 --> 00:33:28,441 There's going to be things that come along 642 00:33:28,528 --> 00:33:31,009 and they're cute but they don't have 150 years. 643 00:33:31,096 --> 00:33:35,404 ♪ Jack Daniel's kicked my ass again ♪ 644 00:34:36,509 --> 00:34:40,121 [light blues rock music] 645 00:34:49,826 --> 00:34:51,567 - [Man] It all starts with the wood. 646 00:34:51,654 --> 00:34:54,222 That's the very first ingredient for Jack Daniel's. 647 00:34:54,962 --> 00:34:58,400 Our company promotes wise use land management. 648 00:34:58,487 --> 00:35:00,272 It promotes sustainability. 649 00:35:01,273 --> 00:35:02,622 And it's not just timber. 650 00:35:02,709 --> 00:35:03,884 It's about the water. 651 00:35:03,971 --> 00:35:05,146 It's about the wildlife. 652 00:35:05,233 --> 00:35:07,192 It's about the air we breathe 653 00:35:07,279 --> 00:35:10,108 and everything that's associated with an ecosystem. 654 00:35:12,197 --> 00:35:14,808 [upbeat blues rock music] 655 00:35:14,895 --> 00:35:16,505 - White oak is the only thing that can be used 656 00:35:16,592 --> 00:35:19,204 because the pores on the white oaks are real tight 657 00:35:19,291 --> 00:35:21,554 so it doesn't let the whiskey leak through. 658 00:35:21,641 --> 00:35:24,644 Red oak will let whiskey leak through the barrels. 659 00:35:24,731 --> 00:35:28,213 [upbeat blues rock music] 660 00:35:29,344 --> 00:35:31,259 - What is a white oak tree? 661 00:35:31,346 --> 00:35:34,219 It's basically a carbohydrate plant and it's full of sugars. 662 00:35:34,306 --> 00:35:36,656 If you think of the barrel you think about it 663 00:35:36,743 --> 00:35:39,833 as being a giant sugar cube that we put whiskey in. 664 00:35:40,964 --> 00:35:42,836 Cutting trees is natural. 665 00:35:42,923 --> 00:35:44,751 It's a renewable resource. 666 00:35:44,838 --> 00:35:47,319 It's something that we have the capability 667 00:35:47,406 --> 00:35:51,236 of sustaining for many, many generations to come. 668 00:35:51,323 --> 00:35:54,848 [upbeat blues rock music] 669 00:35:58,982 --> 00:36:02,421 ♪ Well the sun talks about blue sky ♪ 670 00:36:02,508 --> 00:36:04,901 ♪ Clouds talk about rain ♪ 671 00:36:04,988 --> 00:36:09,819 ♪ And the world keeps on turning ♪ 672 00:36:09,906 --> 00:36:14,433 ♪ Yeah, the world keeps turnin' 'round ♪ 673 00:36:14,520 --> 00:36:17,610 ♪ Just doing what comes naturally ♪ 674 00:36:17,697 --> 00:36:20,961 ♪ gravity tell it to the ground ♪ 675 00:36:21,048 --> 00:36:22,919 - It's all in the barrel. 676 00:36:23,006 --> 00:36:25,444 The barrel is what gives it the taste 677 00:36:25,531 --> 00:36:26,793 and the flavor and stuff like that. 678 00:36:26,880 --> 00:36:28,534 It's all in the barrel. 679 00:36:29,709 --> 00:36:31,580 - Most people don't have a full appreciation 680 00:36:31,667 --> 00:36:33,278 for what the barrel, what the wood, 681 00:36:33,365 --> 00:36:35,323 what the char brings to the whiskey. 682 00:36:35,410 --> 00:36:36,890 Without wood it would be moonshine. 683 00:36:36,977 --> 00:36:37,978 It wouldn't be whiskey. 684 00:36:38,065 --> 00:36:39,458 It would lack the flavor. 685 00:36:39,545 --> 00:36:40,415 It would lack the vanilla character. 686 00:36:40,502 --> 00:36:41,851 It would lack the color. 687 00:36:41,938 --> 00:36:43,679 It just it wouldn't be whiskey. 688 00:36:43,766 --> 00:36:45,203 For Tennessee whiskey it's got 689 00:36:45,290 --> 00:36:47,640 to be a new charred white oak barrel. 690 00:36:47,727 --> 00:36:49,685 And so we use it one time and then 691 00:36:49,772 --> 00:36:51,774 from there it will go over to Scotland or Ireland, 692 00:36:51,861 --> 00:36:53,820 any of the other places that can use, 693 00:36:53,907 --> 00:36:55,343 a used barrel but we can't. 694 00:36:57,040 --> 00:37:00,522 [upbeat blues rock music] 695 00:37:17,409 --> 00:37:18,671 - [Interviewer] I bet a lot of people 696 00:37:18,758 --> 00:37:20,281 that drink scotch don't realize... 697 00:37:20,368 --> 00:37:21,935 - That there's a little Jack in their scotch? 698 00:37:29,856 --> 00:37:30,857 - Nice soft mouthfeel. 699 00:37:32,902 --> 00:37:35,383 A little bit of acidity at the side of the tongue. 700 00:37:36,993 --> 00:37:40,562 It's like eating a very soft sponge. 701 00:37:41,955 --> 00:37:45,567 Soft mouth feeling but then this little tweak 702 00:37:45,654 --> 00:37:48,483 at the sides of tongue, the acidity. 703 00:37:48,570 --> 00:37:52,618 And then quite a long finish actually. 704 00:37:52,705 --> 00:37:54,837 I put a tiny bit too much water 705 00:37:54,924 --> 00:37:56,970 in there but easy, easy drinking. 706 00:38:02,454 --> 00:38:04,673 But you wouldn't put Coca-Cola in that. 707 00:38:04,760 --> 00:38:07,763 [upbeat rock music] 708 00:38:15,945 --> 00:38:19,384 Whiskey is the most complex spirit known to man. 709 00:38:21,995 --> 00:38:23,649 No. 7, 710 00:38:23,736 --> 00:38:27,392 the standard Jack Daniel's, has a very clear... 711 00:38:27,479 --> 00:38:29,742 it's not a very complex whiskey. 712 00:38:29,829 --> 00:38:32,658 A lot of the flavor comes from the fresh oak. 713 00:38:32,745 --> 00:38:35,748 It's traditionally drunk with Coke or cola 714 00:38:35,835 --> 00:38:39,534 of one sort or another and ice and the flavor comes through. 715 00:38:42,015 --> 00:38:43,756 As sophisticated scotch malt you wouldn't get 716 00:38:43,843 --> 00:38:46,411 that flavor coming through so there's no point 717 00:38:46,498 --> 00:38:47,586 in drinking it with Coke. 718 00:38:47,673 --> 00:38:48,935 - Vodka is a functional drink. 719 00:38:50,023 --> 00:38:52,068 Whiskey is an emotional drink. 720 00:38:52,155 --> 00:38:56,464 Whiskey is a gregarious spirit that thrives in company. 721 00:38:58,727 --> 00:39:01,948 - I've always been quite a wine lover. 722 00:39:02,035 --> 00:39:03,079 I suppose gin. 723 00:39:03,166 --> 00:39:04,820 I suppose I drank gin. 724 00:39:04,907 --> 00:39:06,866 But no, I probably wouldn't 725 00:39:06,953 --> 00:39:09,869 if I had the choice it would always be whiskey. 726 00:39:09,956 --> 00:39:12,393 - I run a ladies only whiskey club. 727 00:39:12,480 --> 00:39:15,875 I don't think there's a particular style of person 728 00:39:15,962 --> 00:39:18,007 who would drink whiskey. 729 00:39:19,182 --> 00:39:21,707 - Jack Daniel overtakes traditional whiskey 730 00:39:21,794 --> 00:39:22,882 as Britain's favorite. 731 00:39:26,538 --> 00:39:28,061 Bull [beeping] 732 00:39:28,148 --> 00:39:30,585 The, now that's a journalist line. 733 00:39:31,934 --> 00:39:33,414 I think you'll probably find 734 00:39:33,501 --> 00:39:37,984 that vodka outsells Jack Daniel's and um 735 00:39:40,552 --> 00:39:44,469 There's more Jack sold than scotch. 736 00:39:44,556 --> 00:39:45,992 - The two sides of the pond 737 00:39:46,079 --> 00:39:49,430 have a massively symbiotic relationship. 738 00:39:49,517 --> 00:39:51,867 So the guys who are making the whiskey barrels you must 739 00:39:51,954 --> 00:39:53,826 use your barrels only once. 740 00:39:53,913 --> 00:39:57,003 That left Scots people a great opportunity 741 00:39:57,090 --> 00:40:00,920 because we are canny and we bit clever with money 742 00:40:01,007 --> 00:40:04,402 and we have no issue accepting secondhand goods. 743 00:40:05,925 --> 00:40:07,883 So once the barrel has been used 744 00:40:07,970 --> 00:40:11,017 for bourbon, you guys can't use them anymore. 745 00:40:12,148 --> 00:40:14,499 It doesn't mean we can't use them. 746 00:40:14,586 --> 00:40:17,763 [light ambient music] 747 00:40:22,202 --> 00:40:24,857 - Welcome to Glenmorangie Still House. 748 00:40:26,032 --> 00:40:27,860 And these are the tallest stills 749 00:40:27,947 --> 00:40:30,079 of any malt distillery in Scotland. 750 00:40:34,693 --> 00:40:36,346 So what that does for the whisky is it 751 00:40:36,434 --> 00:40:39,698 makes it a very light, very pure style of whisky. 752 00:40:39,785 --> 00:40:43,615 So Glenmorangie spirit is rising up through the head 753 00:40:43,702 --> 00:40:47,793 of the still, one step closer to heaven I call it. 754 00:40:47,880 --> 00:40:50,883 So it gets up over the top into the condenser 755 00:40:50,970 --> 00:40:52,537 and then it's back into the spirit safe. 756 00:40:52,624 --> 00:40:55,801 So it goes from liquid to vapor to liquid. 757 00:40:57,237 --> 00:41:00,806 The uisge beatha is what we call it, the water of life. 758 00:41:00,893 --> 00:41:03,243 Uisge beatha is where the word "whiskey" comes from. 759 00:41:05,332 --> 00:41:08,814 We reckon about 60% of the flavor of Glenmorangie 760 00:41:08,901 --> 00:41:11,860 single malt whisky is coming from the cask. 761 00:41:11,947 --> 00:41:14,123 40% of the flavor and the aroma 762 00:41:14,210 --> 00:41:15,908 is coming from the raw spirit. 763 00:41:18,214 --> 00:41:21,043 So, come into the warehouse. 764 00:41:23,002 --> 00:41:25,918 The majority of our new made spirit comes down 765 00:41:26,005 --> 00:41:28,834 and we fill into the ex-American bourbon barrels 766 00:41:28,921 --> 00:41:31,097 like this one here, okay? 767 00:41:31,184 --> 00:41:32,794 So these have been shipped over 768 00:41:32,881 --> 00:41:35,493 from the states from Jack Daniel's for example 769 00:41:35,580 --> 00:41:37,669 and we fill our spirits straight into them. 770 00:41:39,235 --> 00:41:41,586 You can see we've got bigger casks in here. 771 00:41:41,673 --> 00:41:43,849 We've got a variety of distillers that we use, 772 00:41:43,936 --> 00:41:45,851 Heaven Hill, Jim Beam. 773 00:41:45,938 --> 00:41:48,070 We have a few different types of Tennessee whiskey 774 00:41:48,157 --> 00:41:49,768 or bourbon whiskey. 775 00:41:49,855 --> 00:41:51,596 - [Interviewer] Was there ever a time when scotch 776 00:41:51,683 --> 00:41:53,075 was making its own barrels? 777 00:41:54,033 --> 00:41:55,861 - No. 778 00:41:55,948 --> 00:41:58,951 No because the Scotch oak just doesn't have the quality. 779 00:41:59,038 --> 00:42:00,953 The trees aren't straight enough. 780 00:42:01,040 --> 00:42:02,955 I'm going to draw a sample 781 00:42:03,042 --> 00:42:07,002 of this first filled American barrel, ex Jack Daniel's cask. 782 00:42:21,060 --> 00:42:22,235 Oh, delicious. 783 00:42:23,758 --> 00:42:26,674 It's a real good partnership over the pond, 784 00:42:26,761 --> 00:42:28,415 the other side of the pond from us. 785 00:42:28,502 --> 00:42:31,113 Without that industry, scotch would be struggling 786 00:42:31,200 --> 00:42:35,857 to be honest so it's nice to have that relationship 787 00:42:35,944 --> 00:42:39,078 with our buddies over the water. 788 00:42:39,165 --> 00:42:41,602 [laughing] 789 00:42:56,225 --> 00:42:57,879 - That's the nice thing about Lynchburg. 790 00:42:57,966 --> 00:43:00,273 Everything is nice and quiet in the morning. 791 00:43:14,069 --> 00:43:15,114 Morning, Park. 792 00:43:23,339 --> 00:43:25,124 I have nine people on my crew. 793 00:43:25,211 --> 00:43:30,695 I have to rely on teamwork and it takes every one of us 794 00:43:30,782 --> 00:43:32,218 to get the barrels out of the warehouse 795 00:43:32,305 --> 00:43:34,002 and get them to the dump room. 796 00:43:36,091 --> 00:43:39,878 You can use modern technology only to do so much but 797 00:43:39,965 --> 00:43:42,097 as far as actually working the warehouses 798 00:43:43,055 --> 00:43:45,318 that's pretty much unchanged. 799 00:43:45,405 --> 00:43:46,928 It's just something that's been handed down 800 00:43:47,015 --> 00:43:49,148 from generation to generation. 801 00:43:49,235 --> 00:43:52,238 [light piano music] 802 00:43:53,152 --> 00:43:54,849 What I like about this job is it's just me 803 00:43:54,936 --> 00:43:58,723 and the guys and basically the comradery 804 00:43:58,810 --> 00:44:00,028 that's shared between us. 805 00:44:00,115 --> 00:44:01,943 They're not just my co-workers; 806 00:44:02,030 --> 00:44:03,815 they're really more like an extension 807 00:44:03,902 --> 00:44:07,035 of my family and I feel that way about each 808 00:44:07,122 --> 00:44:08,036 and every one of them. 809 00:44:14,086 --> 00:44:16,915 We know that the whiskey does not get to the bottles 810 00:44:17,002 --> 00:44:18,481 if we don't do our job 811 00:44:18,568 --> 00:44:20,701 so it's something we take great pride in. 812 00:44:23,095 --> 00:44:24,444 It maybe kind of cliché to say it 813 00:44:24,531 --> 00:44:26,359 but I think the people are everything. 814 00:44:35,020 --> 00:44:36,978 - We have over two million barrels onsite 815 00:44:37,065 --> 00:44:38,327 with whiskey in them. 816 00:44:38,414 --> 00:44:39,720 I've never done that math before, 817 00:44:39,807 --> 00:44:42,331 how many bottles that that would be. 818 00:44:42,418 --> 00:44:47,859 That's probably 60 something million cases or something. 819 00:44:47,946 --> 00:44:48,729 [laughing] 820 00:44:48,816 --> 00:44:49,861 I don't know. 821 00:44:51,427 --> 00:44:52,472 - [Interviewer] This is not like part 822 00:44:52,559 --> 00:44:53,995 of the tour over here obviously. 823 00:44:54,082 --> 00:44:55,954 - [Mike] No. 824 00:44:56,041 --> 00:44:57,782 - [Interviewer] Do you think most people might be surprised 825 00:44:57,869 --> 00:44:59,522 to see how many warehouses you have full of whiskey? 826 00:44:59,609 --> 00:45:02,961 - Probably but I would think I mean a knowledgeable person 827 00:45:03,048 --> 00:45:04,919 can get on the internet and see how many cases 828 00:45:05,006 --> 00:45:07,226 of whiskey we sell a year or how much we do. 829 00:45:08,575 --> 00:45:10,098 You have to store that somewhere. 830 00:45:11,360 --> 00:45:14,363 [light piano music] 831 00:45:16,104 --> 00:45:17,932 These are palletized warehouses 832 00:45:18,019 --> 00:45:20,326 so they're a little different than the rick style houses 833 00:45:20,413 --> 00:45:21,980 and they're a little bigger. 834 00:45:32,338 --> 00:45:36,168 We built the first house as a test house that R&D ran 835 00:45:36,255 --> 00:45:38,953 and we found out that we could mature barrels 836 00:45:39,040 --> 00:45:41,826 just as well in this house as we could a big house. 837 00:45:41,913 --> 00:45:43,653 - [Interviewer] Do you know how many are in here right now? 838 00:45:43,741 --> 00:45:47,875 - There are 66,528 barrels in here is what they hold. 839 00:45:47,962 --> 00:45:49,964 - [Interviewer] And are all the other buildings 840 00:45:50,051 --> 00:45:50,965 around here the same? 841 00:45:51,052 --> 00:45:52,358 - Yes. 842 00:45:52,445 --> 00:45:54,273 All the palletized hold the same. 843 00:45:54,360 --> 00:45:55,753 - [Interviewer] So how many palletized do you guys have? 844 00:45:55,840 --> 00:45:57,580 - 13. 845 00:45:57,667 --> 00:45:59,104 If you really look at it I mean as far as efficiency, 846 00:45:59,191 --> 00:46:01,846 one person can drive a towmotor 847 00:46:01,933 --> 00:46:03,891 and be in the house putting barrels up, 848 00:46:03,978 --> 00:46:06,851 whereas in a regular house you've got nine people 849 00:46:06,938 --> 00:46:09,201 in there putting barrels up. 850 00:46:09,288 --> 00:46:10,768 - [Interviewer] I just want to touch real quick 851 00:46:10,855 --> 00:46:12,378 on nobody really wanted us to see this on camera 852 00:46:12,465 --> 00:46:14,032 and it's not something you would see in an ad. 853 00:46:14,119 --> 00:46:15,947 Why do you think that is? 854 00:46:16,034 --> 00:46:17,470 - I just don't think it has the nostalgia 855 00:46:17,557 --> 00:46:20,299 of the old wooden warehouses like we have 856 00:46:20,386 --> 00:46:23,955 up at Track One around the distillery, and at Track Two. 857 00:46:24,042 --> 00:46:25,957 But as far as warehousing goes I mean this 858 00:46:26,044 --> 00:46:29,047 is more efficient and matures just as well. 859 00:46:29,134 --> 00:46:30,570 We've always got all the older style warehouses 860 00:46:30,657 --> 00:46:32,398 we'll never get rid of. 861 00:46:32,485 --> 00:46:34,487 We'll just build these as we move forward as needed. 862 00:46:39,927 --> 00:46:41,450 [laughing] 863 00:46:41,537 --> 00:46:44,192 - I work with my boss Mike Myers on some days 864 00:46:44,279 --> 00:46:46,412 on what whiskey exactly to pull. 865 00:46:46,499 --> 00:46:48,936 So we know where all the barrels are and 866 00:46:49,023 --> 00:46:52,897 at one point they're ready to be pulled. 867 00:46:52,984 --> 00:46:55,247 I've been here almost 16 years now. 868 00:46:55,334 --> 00:46:58,424 I'm just a couple of weeks shy of my 16th anniversary. 869 00:46:58,511 --> 00:47:02,602 'til you get 20 years in, you're still fairly new. 870 00:47:02,689 --> 00:47:04,909 I'm still waiting on that 20th year and an extra week 871 00:47:04,996 --> 00:47:06,040 of vacation. 872 00:47:06,127 --> 00:47:07,302 More time to deer hunt. 873 00:47:31,500 --> 00:47:32,632 - [Interviewer] I just realized there's only 874 00:47:32,719 --> 00:47:34,112 one rifle in here, right? 875 00:47:34,199 --> 00:47:35,722 - [Clint] Yeah. 876 00:47:35,809 --> 00:47:37,071 - [Interviewer] How does it normally work? 877 00:47:37,158 --> 00:47:38,072 Like who gets to decide who shoots? 878 00:47:38,159 --> 00:47:39,639 [laughing] 879 00:47:39,726 --> 00:47:42,598 - Normally there would only be one person 880 00:47:42,685 --> 00:47:46,385 in here but somebody who we're not going 881 00:47:46,472 --> 00:47:48,996 to name has already killed his buck out of here 882 00:47:49,083 --> 00:47:50,563 for the year. 883 00:47:50,650 --> 00:47:52,173 - [Interviewer] Some random person brought up 884 00:47:52,260 --> 00:47:55,133 like the advertising how it feels so real. 885 00:47:55,220 --> 00:47:57,875 Do you think the people that make it are just as important 886 00:47:57,962 --> 00:48:01,356 as like the whiskey that's in that bottle to someone like 887 00:48:01,443 --> 00:48:03,054 in China that's drinking it? 888 00:48:06,013 --> 00:48:07,667 - That's an interesting question. 889 00:48:07,754 --> 00:48:08,581 I don't know. 890 00:48:08,668 --> 00:48:09,669 What do you think? 891 00:48:09,756 --> 00:48:12,367 [laughing] 892 00:48:12,454 --> 00:48:14,282 - You put me on the spot. 893 00:48:14,369 --> 00:48:15,718 I don't know. 894 00:48:15,805 --> 00:48:18,939 I think well I guess in the South, 895 00:48:19,026 --> 00:48:20,985 I say in the South because I've always lived 896 00:48:21,072 --> 00:48:24,553 in the South, but generally people have a sense 897 00:48:24,640 --> 00:48:28,383 of pride about what they do regardless of what they do. 898 00:48:29,297 --> 00:48:33,606 And I can especially say that I feel at Jack Daniel's 899 00:48:33,693 --> 00:48:37,523 that I can genuinely say that everybody who works there 900 00:48:37,610 --> 00:48:42,615 that I know has pride in their job, wants to do their job 901 00:48:43,790 --> 00:48:45,183 to the best of their ability. 902 00:48:47,141 --> 00:48:50,579 And I think maybe that just carries over into the product. 903 00:48:50,666 --> 00:48:55,671 - I like to think that if people would, if they want a taste 904 00:48:56,629 --> 00:49:00,502 of America that we're putting it in that black label bottle. 905 00:49:02,113 --> 00:49:05,116 [upbeat rock music] 906 00:49:14,125 --> 00:49:15,604 - This glass right here, this shot glass 907 00:49:15,691 --> 00:49:19,391 we all three just drank, is the epitome 908 00:49:19,478 --> 00:49:22,263 of America in a glass. 909 00:49:22,350 --> 00:49:23,395 It really is. 910 00:49:23,482 --> 00:49:25,136 It's bold. 911 00:49:25,223 --> 00:49:26,528 It's flavorful. 912 00:49:26,615 --> 00:49:27,355 It's loud. 913 00:49:27,442 --> 00:49:28,878 But it's good. 914 00:49:28,966 --> 00:49:31,490 That is America in a glass right there. 915 00:49:31,577 --> 00:49:33,622 - The drinks we just took, they were small. 916 00:49:33,709 --> 00:49:35,407 Little small drinks. 917 00:49:35,494 --> 00:49:38,062 But a lot of hard work went into all three of those. 918 00:49:38,149 --> 00:49:38,976 - Oh God. 919 00:49:39,063 --> 00:49:40,107 You have no clue. 920 00:49:40,194 --> 00:49:42,675 - The time alone is kind of, 921 00:49:44,590 --> 00:49:47,245 I ain't going to say mind-blowing but 922 00:49:47,332 --> 00:49:49,682 on anything for four years. 923 00:49:49,769 --> 00:49:51,597 - There's other good whiskeys out there. 924 00:49:51,684 --> 00:49:54,426 I'm not going to sit here and tell you there's not. 925 00:49:54,513 --> 00:49:57,733 But overall as a brand from top to bottom, 926 00:49:57,820 --> 00:49:59,300 it's going to be hard to beat what we're doing. 927 00:49:59,387 --> 00:50:00,475 - [Interviewer] Do you feel like you guys 928 00:50:00,562 --> 00:50:02,390 since you're around Jack so much 929 00:50:02,477 --> 00:50:04,175 if somebody talked you into like a test test could you tell? 930 00:50:04,262 --> 00:50:05,045 - Oh yeah. 931 00:50:05,132 --> 00:50:06,612 Yeah, by far. 932 00:50:06,699 --> 00:50:08,048 - I can probably tell you by the smell. 933 00:50:16,404 --> 00:50:17,536 - [Interviewer] Which one is Jack? 934 00:50:17,623 --> 00:50:19,277 - First one. - That one. 935 00:50:19,364 --> 00:50:24,195 - [Interviewer] Jack Daniel's, Glenlivet scotch, 936 00:50:24,282 --> 00:50:26,414 Suntory Japanese whiskey 937 00:50:26,501 --> 00:50:27,894 - That's why the Japanese drink so much Jack Daniel's 938 00:50:27,981 --> 00:50:30,375 because they make [beeping] whiskey. 939 00:50:30,462 --> 00:50:31,941 [laughing] 940 00:50:32,029 --> 00:50:33,030 - [Interviewer] But they keep winning these 941 00:50:33,117 --> 00:50:34,509 like best whiskey awards? 942 00:50:34,596 --> 00:50:35,554 - Are you familiar with Taylor Swift? 943 00:50:35,641 --> 00:50:36,903 - [Interviewer] Sort of. 944 00:50:36,990 --> 00:50:39,427 - Yeah, she wins a bunch of awards. 945 00:50:39,514 --> 00:50:42,604 [upbeat dance music] 946 00:50:52,571 --> 00:50:54,312 ♪ I have a pen ♪ 947 00:50:54,399 --> 00:50:56,488 ♪ I have an apple ♪ 948 00:50:56,575 --> 00:50:57,576 ♪ Ah ♪ 949 00:50:57,663 --> 00:50:59,404 ♪ Pineapple pen ♪ 950 00:50:59,491 --> 00:51:01,058 ♪ Apple pen ♪ 951 00:51:01,145 --> 00:51:03,756 ♪ Pineapple pen ♪ 952 00:51:03,843 --> 00:51:05,062 ♪ Ah ♪ 953 00:51:05,149 --> 00:51:06,498 ♪ Pen, pineapple, apple, pen ♪ 954 00:51:06,585 --> 00:51:09,196 [vocalizing] 955 00:51:20,947 --> 00:51:23,732 - Jack Daniel's is the reason why I'm here. 956 00:51:23,819 --> 00:51:27,127 - I was in high school and I found a bottle 957 00:51:27,214 --> 00:51:29,086 of Jack Daniel's in my parent's room. 958 00:51:30,174 --> 00:51:30,870 I tried it. 959 00:51:30,957 --> 00:51:31,827 It taste awful. 960 00:51:33,438 --> 00:51:34,569 It's like the first time I had a cigarette 961 00:51:34,656 --> 00:51:36,876 or coffee or wasabi. 962 00:51:36,963 --> 00:51:41,446 And the next day I tried mixing it with Coke 963 00:51:41,533 --> 00:51:46,277 or oranges or ginger ale and 20 years later 964 00:51:46,364 --> 00:51:48,757 I'm still doing the same thing in this bar. 965 00:51:48,844 --> 00:51:51,847 [upbeat jazz music] 966 00:52:02,815 --> 00:52:05,731 Japanese whiskies has won awards 967 00:52:05,818 --> 00:52:08,212 and most people doesn't know the truths of it. 968 00:52:08,299 --> 00:52:13,217 If it's distilled in America or Scotland or other places 969 00:52:13,304 --> 00:52:17,569 and the barrel is carried in Japan, if it's bottled 970 00:52:17,656 --> 00:52:21,529 in Japan from that moment it turns into Japanese whiskey. 971 00:52:25,968 --> 00:52:28,188 [whirring] 972 00:52:29,972 --> 00:52:32,845 So this is a smoked martini. 973 00:52:34,499 --> 00:52:39,852 This one is this one the 1984 version of the Jack Daniel's. 974 00:52:39,939 --> 00:52:43,856 It's only a sip left so yeah I try to keep it like hide it. 975 00:52:43,943 --> 00:52:45,858 The color is completely different. 976 00:52:45,945 --> 00:52:48,426 The taste also has to be different. 977 00:52:48,513 --> 00:52:49,862 It's aging. 978 00:52:49,949 --> 00:52:51,255 It's like people. 979 00:52:51,342 --> 00:52:52,952 It's like human. 980 00:52:53,039 --> 00:52:54,780 Maybe the alcohol is not strong as the current one 981 00:52:54,867 --> 00:52:58,871 but it still has to be gentle, like my father, 982 00:52:58,958 --> 00:53:00,351 like my grandpa. 983 00:53:00,438 --> 00:53:01,700 - That's one thing I found in Japan, 984 00:53:01,787 --> 00:53:04,355 Japan is really into American stuff. 985 00:53:04,442 --> 00:53:06,792 I saw the truck on the street 986 00:53:06,879 --> 00:53:10,448 and they're selling Lipton tea with fresh fruit 987 00:53:10,535 --> 00:53:12,928 and the line was over three blocks. 988 00:53:13,015 --> 00:53:15,279 So it's just kind of Western things I think kind 989 00:53:15,366 --> 00:53:17,281 of steer their interest of wanting to try. 990 00:53:17,368 --> 00:53:19,152 - [Interviewer] If you see somebody in a bar next 991 00:53:19,239 --> 00:53:20,632 to you order Jack Daniel's does that tell you anything 992 00:53:20,719 --> 00:53:22,329 about them in your mind? 993 00:53:22,416 --> 00:53:24,244 - I would think that this person is interested 994 00:53:24,331 --> 00:53:28,901 in Western culture, especially American culture probably. 995 00:53:28,988 --> 00:53:32,470 [upbeat rockabilly music] 996 00:54:16,731 --> 00:54:20,039 [upbeat rockabilly music] 997 00:54:43,062 --> 00:54:45,499 [laughing] 998 00:55:29,500 --> 00:55:30,065 - Yeah? 999 00:55:30,152 --> 00:55:31,153 Yeah. 1000 00:55:31,240 --> 00:55:34,679 [upbeat rockabilly music] 1001 00:55:44,906 --> 00:55:47,648 - People who don't even like to drink whiskey 1002 00:55:47,735 --> 00:55:50,912 will wear a black and white Jack Daniel's label T-shirt 1003 00:55:50,999 --> 00:55:54,438 because there is a bit of the rebel. 1004 00:55:54,525 --> 00:55:56,875 I mean independence. 1005 00:55:56,962 --> 00:55:58,833 Being your own person. 1006 00:55:58,920 --> 00:56:01,662 Independence and being your own person can get messy too. 1007 00:56:01,749 --> 00:56:04,535 There's a nice noble side of that 1008 00:56:04,622 --> 00:56:07,451 and then there's a messy, darker side to that. 1009 00:56:07,538 --> 00:56:09,453 You find out not every shade 1010 00:56:09,540 --> 00:56:11,933 of who you are is necessarily something 1011 00:56:12,020 --> 00:56:14,675 that you need to be proud of. 1012 00:56:14,762 --> 00:56:16,460 So it's complicated. 1013 00:56:16,547 --> 00:56:19,898 It's not as black and white as the label appears. 1014 00:56:20,986 --> 00:56:25,469 - I was a third year law student at Ole Miss in 1980, '81, 1015 00:56:25,556 --> 00:56:27,819 and I got lucky and got a job as assistant 1016 00:56:27,906 --> 00:56:30,952 for Judge Sweat, who at that point was a professor 1017 00:56:31,039 --> 00:56:33,825 at Ole Miss teaching ethics. 1018 00:56:33,912 --> 00:56:35,870 And so I hung out with him a lot. 1019 00:56:35,957 --> 00:56:37,611 He had already served in the state legislature 1020 00:56:37,698 --> 00:56:38,569 for a long time. 1021 00:56:38,656 --> 00:56:39,657 He had been a judge. 1022 00:56:39,744 --> 00:56:41,528 We called him Judge Sweat. 1023 00:56:41,615 --> 00:56:44,096 We knew his nickname was Soggy but we didn't call him Soggy. 1024 00:56:44,183 --> 00:56:46,664 And I asked Judge Sweat if he had ever written anything 1025 00:56:46,751 --> 00:56:48,492 and he said, 1026 00:56:48,579 --> 00:56:50,145 he thought about it and he had only written one thing 1027 00:56:50,232 --> 00:56:52,844 that was somewhat famous 1028 00:56:52,931 --> 00:56:55,586 and he pulled the whiskey speech out of a drawer. 1029 00:56:56,804 --> 00:56:59,894 It was fascinating and it went back 30 years earlier. 1030 00:57:01,069 --> 00:57:05,857 The hottest issue in Mississippi in the 1950s was whiskey. 1031 00:57:05,944 --> 00:57:08,686 Every politician hated the question, 1032 00:57:08,773 --> 00:57:10,557 "What's your stance on whiskey?" 1033 00:57:10,644 --> 00:57:12,864 Because you're going to get half of it right, 1034 00:57:12,951 --> 00:57:15,083 half the votes and lose the other half. 1035 00:57:15,170 --> 00:57:18,783 And so most politicians didn't want to touch it. 1036 00:57:18,870 --> 00:57:22,482 To address that Soggy wrote the speech 1037 00:57:22,569 --> 00:57:24,832 and it became famous because there's a lot 1038 00:57:24,919 --> 00:57:27,052 of truth on both sides. 1039 00:57:27,139 --> 00:57:30,708 There's some really bad stuff that happens 1040 00:57:30,795 --> 00:57:32,449 because of it in my family, 1041 00:57:34,189 --> 00:57:36,148 and there's a lot of benefit that comes 1042 00:57:36,235 --> 00:57:38,716 from it that people really enjoy it. 1043 00:57:38,803 --> 00:57:41,762 - When you've got a brand that's all about freedom 1044 00:57:41,849 --> 00:57:45,505 and you live in a country that accentuates the idea 1045 00:57:45,592 --> 00:57:47,812 of individuality and freedom, 1046 00:57:47,899 --> 00:57:50,249 there's a dark side to that because people left 1047 00:57:50,336 --> 00:57:52,904 to their own devices given complete freedom 1048 00:57:52,991 --> 00:57:55,820 will do some things that are not so constructive 1049 00:57:55,907 --> 00:57:58,562 to them or the rest of us. 1050 00:57:58,649 --> 00:58:01,608 [upbeat rock music] 1051 00:58:21,323 --> 00:58:22,847 ♪ Baby please don't go ♪ 1052 00:58:22,934 --> 00:58:25,937 ♪ Baby please don't go ♪ 1053 00:58:26,024 --> 00:58:28,026 ♪ Baby please don't go down to New Orleans ♪ 1054 00:58:28,113 --> 00:58:29,506 ♪ You know I love you so ♪ 1055 00:58:29,593 --> 00:58:32,596 ♪ Baby please don't go ♪ 1056 00:58:32,683 --> 00:58:34,554 ♪ Yeah ♪ 1057 00:58:34,641 --> 00:58:36,208 [howling] 1058 00:58:36,295 --> 00:58:37,035 - You can't have Mardi Gras without drinking. 1059 00:58:37,122 --> 00:58:38,906 [laughing] 1060 00:58:38,993 --> 00:58:40,908 - I think there are only two ingredients to Mardi Gras, 1061 00:58:41,953 --> 00:58:43,607 costumes and alcohol. 1062 00:58:43,694 --> 00:58:47,219 - I've been everywhere, Daytona 500. 1063 00:58:47,306 --> 00:58:49,917 I've been to Indianapolis 500. 1064 00:58:50,004 --> 00:58:52,311 I've been to- 1065 00:58:52,398 --> 00:58:53,660 - Sturgis, Daytona bike week. 1066 00:58:53,747 --> 00:58:55,619 - Sturgis Daytona. 1067 00:58:55,706 --> 00:58:57,795 I've been all over. 1068 00:58:57,882 --> 00:59:00,798 But nothing can compare to what I've seen here. 1069 00:59:00,885 --> 00:59:02,887 - [Interviewer] Why do you guys drink alcohol? 1070 00:59:02,974 --> 00:59:05,542 - It lets all the worries wash right away, man. 1071 00:59:05,629 --> 00:59:07,021 It lets you enjoy what you're doing at the time. 1072 00:59:07,108 --> 00:59:09,633 - For me drinking makes me meet lot 1073 00:59:09,720 --> 00:59:11,939 of new people, socializing. 1074 00:59:12,026 --> 00:59:14,942 It kind of looks like fun to me so- 1075 00:59:16,074 --> 00:59:17,031 - [Interviewer] It helps you socialize? 1076 00:59:17,118 --> 00:59:18,903 - Yeah. 1077 00:59:18,990 --> 00:59:19,991 - [Interviewer] What's the worst thing that's ever happened 1078 00:59:20,078 --> 00:59:20,948 to you because of alcohol? 1079 00:59:21,035 --> 00:59:21,993 - Jail. 1080 00:59:22,080 --> 00:59:23,342 Incarcenation. 1081 00:59:23,429 --> 00:59:25,039 - [Interviewer] Do you know anybody 1082 00:59:25,126 --> 00:59:25,953 that's had bigger problems because of alcohol? 1083 00:59:26,040 --> 00:59:26,780 - Yeah. 1084 00:59:26,867 --> 00:59:27,694 Most definitely. 1085 00:59:27,781 --> 00:59:28,652 - Way, way worse. 1086 00:59:28,739 --> 00:59:30,567 Do it responsibly. 1087 00:59:30,654 --> 00:59:32,177 Don't think it's [bleeping] cool to get [bleeped] up and 1088 00:59:32,264 --> 00:59:33,526 go drive, man. 1089 00:59:33,613 --> 00:59:34,919 - As long as your drinking doesn't 1090 00:59:35,006 --> 00:59:36,921 affect other people's good time, 1091 00:59:37,008 --> 00:59:39,619 that's a good night of drinking in my opinion. 1092 00:59:39,706 --> 00:59:41,621 - [Interviewer] Give me real quick one word I'll say 1093 00:59:41,708 --> 00:59:43,667 a type of alcohol you say one word to describe it. 1094 00:59:43,754 --> 00:59:44,842 Beer. 1095 00:59:44,929 --> 00:59:46,191 - Piss. 1096 00:59:46,278 --> 00:59:47,279 - [Interviewer] Wine. 1097 00:59:48,759 --> 00:59:49,934 - Cougars. - Headache. 1098 00:59:50,021 --> 00:59:51,196 - [Interviewer] Vodka. 1099 00:59:51,283 --> 00:59:52,676 - Cranberry. 1100 00:59:52,763 --> 00:59:53,851 - [Interviewer] Tequila. 1101 00:59:53,938 --> 00:59:55,026 - Whew! 1102 00:59:55,113 --> 00:59:56,854 - [Interviewer] Whiskey. 1103 00:59:56,941 --> 00:59:58,029 - Hangover. 1104 00:59:58,116 --> 00:59:58,943 - [Interviewer] Jack Daniel's. 1105 00:59:59,030 --> 01:00:00,422 - Yeah! 1106 01:00:00,509 --> 01:00:02,381 ♪ I wanna tell you about a dance ♪ 1107 01:00:02,468 --> 01:00:05,297 ♪ That's going around ♪ 1108 01:00:05,384 --> 01:00:07,691 ♪ Everybody doin' it ♪ 1109 01:00:07,778 --> 01:00:09,257 ♪ From the grown ups down ♪ 1110 01:00:09,344 --> 01:00:12,217 - If you drink one liquor all night long 1111 01:00:12,304 --> 01:00:14,741 and don't mix you don't have a hangover. 1112 01:00:14,828 --> 01:00:15,916 - [Interviewer] That's the secret? 1113 01:00:16,003 --> 01:00:17,701 - That's the secret. 1114 01:00:17,788 --> 01:00:18,658 - [Interviewer] Since as soon as your hangover is done 1115 01:00:18,745 --> 01:00:19,398 are you ready for more? 1116 01:00:19,485 --> 01:00:20,921 - No sir. 1117 01:00:21,008 --> 01:00:22,270 I'm a once a month type drinker myself. 1118 01:00:22,357 --> 01:00:23,358 - Bitch, you've been drinking for a week. 1119 01:00:23,445 --> 01:00:24,490 - I know! 1120 01:00:24,577 --> 01:00:25,578 We're at Mardi Gras though. 1121 01:00:25,665 --> 01:00:27,798 ♪ Hip shake, baby ♪ 1122 01:00:27,885 --> 01:00:30,061 ♪ Do the hip shake, baby ♪ 1123 01:00:30,148 --> 01:00:32,716 ♪ Do the hip shake, baby ♪ 1124 01:00:32,803 --> 01:00:34,935 ♪ Shake your hips, baby ♪ 1125 01:00:35,022 --> 01:00:37,024 ♪ Now ain't it sweet ♪ 1126 01:00:37,111 --> 01:00:39,766 [siren wailing] 1127 01:00:55,173 --> 01:00:58,785 [light electronic music] 1128 01:01:07,751 --> 01:01:09,666 - Believe it or not, we do more DUIs 1129 01:01:09,753 --> 01:01:11,798 than most people think we do. 1130 01:01:14,018 --> 01:01:15,846 You're going to have some problems. 1131 01:01:15,933 --> 01:01:17,848 You're going to have problems with people coming through 1132 01:01:17,935 --> 01:01:21,939 and such as that with alcohol problems and things like that. 1133 01:01:25,377 --> 01:01:27,074 But it's not bad here. 1134 01:01:28,206 --> 01:01:30,861 Not bad at all, not like it used to be. 1135 01:01:30,948 --> 01:01:33,864 Lynchburg and Moore County of course that's one 1136 01:01:33,951 --> 01:01:37,302 of its claim to fame is we got the most popular whiskey 1137 01:01:37,389 --> 01:01:42,829 in the world and where it's made it's a dry county. 1138 01:01:42,916 --> 01:01:44,526 And that will never change. 1139 01:01:44,613 --> 01:01:48,922 There is so many churches and church going people 1140 01:01:49,009 --> 01:01:53,405 here that if it even got put on a referendum ballot 1141 01:01:53,492 --> 01:01:56,060 to be voted on it would never make it here. 1142 01:01:57,452 --> 01:01:59,063 We try to keep our community quiet. 1143 01:01:59,150 --> 01:02:00,934 We try to take care of everybody 1144 01:02:01,021 --> 01:02:04,329 and we're not in the newspaper all the time. 1145 01:02:04,416 --> 01:02:08,942 We've actually had a tractor trailer load of whiskey stolen. 1146 01:02:10,248 --> 01:02:12,859 That load went to Miami and we have never so much 1147 01:02:12,946 --> 01:02:15,470 as recovered a bottle of it. 1148 01:02:15,557 --> 01:02:20,127 It was like it disappeared off the face of the earth. 1149 01:02:37,928 --> 01:02:40,191 - Maybe, maybe. 1150 01:02:40,278 --> 01:02:42,280 Maybe I don't know. 1151 01:02:42,367 --> 01:02:43,803 Maybe. 1152 01:02:43,890 --> 01:02:46,023 United States and Cuba is very close. 1153 01:02:47,328 --> 01:02:50,854 [upbeat big band music] 1154 01:02:53,117 --> 01:02:55,293 [vocalizing] 1155 01:03:44,908 --> 01:03:47,040 - [Interviewer] Do people in Cuba like to drink a lot? 1156 01:03:47,127 --> 01:03:47,954 - Yeah. 1157 01:03:49,086 --> 01:03:49,913 A lot. 1158 01:03:52,350 --> 01:03:53,960 [vocalizing] 1159 01:03:54,047 --> 01:03:54,874 - [Interviewer] Don't you make a very unique type 1160 01:03:54,961 --> 01:03:55,919 of Mojito, right? 1161 01:03:56,006 --> 01:03:57,050 One with Jack Daniel's? 1162 01:03:57,137 --> 01:03:57,964 - Yeah. 1163 01:04:00,924 --> 01:04:02,360 - [Interviewer] Do you know 1164 01:04:02,447 --> 01:04:03,883 where you got the Jack Daniel's from? 1165 01:04:10,107 --> 01:04:12,109 - [Interviewer] Do you know where you bought it from? 1166 01:04:12,196 --> 01:04:16,069 - It is more easy to find rum than Jack Daniel's 1167 01:04:16,156 --> 01:04:17,897 but we can find it. 1168 01:04:18,680 --> 01:04:21,988 [upbeat big band music] 1169 01:04:25,426 --> 01:04:27,167 - [Interviewer] If we go to a bar here, a private bar 1170 01:04:27,254 --> 01:04:29,953 and we see Jack Daniel's is it most likely someone 1171 01:04:30,040 --> 01:04:31,432 like you brought it into the country? 1172 01:05:00,287 --> 01:05:01,506 - [Interviewer] Do you get to make a living doing that? 1173 01:05:01,593 --> 01:05:02,594 Is that your full time work? 1174 01:05:20,090 --> 01:05:21,700 - [Interviewer] So if it's not illegal 1175 01:05:21,787 --> 01:05:23,093 why are you worried about us seeing your face? 1176 01:05:33,277 --> 01:05:36,454 [light electronic music] 1177 01:05:52,122 --> 01:05:55,473 [upbeat electronic music] 1178 01:05:58,824 --> 01:06:00,652 - [Interviewer] When you see a bottle of Jack Daniel's 1179 01:06:00,739 --> 01:06:02,567 in a bar what does that represent to you? 1180 01:06:23,066 --> 01:06:26,286 [light electronic music] 1181 01:06:44,696 --> 01:06:46,567 - If we're looking down and we're thinking okay 1182 01:06:46,654 --> 01:06:49,005 there's the little tiny Lynchburg, 1183 01:06:49,092 --> 01:06:54,010 it would really seem small but yet it's really big. 1184 01:06:54,097 --> 01:06:57,535 So the story could be really, really... 1185 01:06:59,145 --> 01:07:00,886 - It could be huge. 1186 01:07:00,973 --> 01:07:02,670 - [Interviewer] And is it just as simple as a story 1187 01:07:02,757 --> 01:07:06,065 about a brand or is it more complicated than that? 1188 01:07:06,152 --> 01:07:07,588 - I don't think it's complicated. 1189 01:07:09,112 --> 01:07:10,591 - It's more to the story. 1190 01:07:10,678 --> 01:07:11,505 - Yeah. 1191 01:07:15,466 --> 01:07:17,816 - [Nelson] Whiskey is more than about the liquid 1192 01:07:17,903 --> 01:07:19,078 in a bottle. 1193 01:07:20,384 --> 01:07:22,168 Whiskey is all about history. 1194 01:07:22,255 --> 01:07:23,735 It's about America. 1195 01:07:23,822 --> 01:07:26,042 It's about people going off on their own 1196 01:07:26,129 --> 01:07:27,782 and making something. 1197 01:07:29,915 --> 01:07:34,833 - [Worker] We have Jack Daniel's bank book from the 1870s. 1198 01:07:36,748 --> 01:07:39,664 - [Nelson] December 2nd of 1876. 1199 01:07:39,751 --> 01:07:42,841 So the distillery has been around 10 years? 1200 01:07:42,928 --> 01:07:43,755 - Approximately, yes. 1201 01:07:43,842 --> 01:07:45,626 - Yeah. 1202 01:07:45,713 --> 01:07:48,107 Everything looks like it's in the hundreds of dollars, 1203 01:07:48,194 --> 01:07:49,065 not the thousands. 1204 01:07:49,152 --> 01:07:50,805 - [Worker] Yes, correct. 1205 01:07:50,892 --> 01:07:54,157 He is a big fish in a little pond at this point. 1206 01:07:54,244 --> 01:07:56,724 - Yeah, right here is Jack's signature. 1207 01:07:57,899 --> 01:08:02,295 There seems to be a real importance in the bourbon world, 1208 01:08:02,382 --> 01:08:06,212 in the American whiskey world for a brand to have a story. 1209 01:08:06,299 --> 01:08:10,173 And we see a lot of people trying to create history. 1210 01:08:10,260 --> 01:08:12,479 They'll have a really cool label 1211 01:08:12,566 --> 01:08:14,742 and then they'll have a history 1212 01:08:14,829 --> 01:08:16,875 after they've already developed the brand. 1213 01:08:16,962 --> 01:08:18,529 With Jack Daniel's it's just the opposite. 1214 01:08:18,616 --> 01:08:21,097 I mean this is a brand born of history. 1215 01:08:21,184 --> 01:08:24,839 Here's this little guy 5'2", probably has a chip 1216 01:08:24,926 --> 01:08:28,756 on his shoulder because he always looks younger than he is. 1217 01:08:28,843 --> 01:08:32,369 He's the last of 10 children in his family. 1218 01:08:32,456 --> 01:08:35,633 He goes, sets off at an early age and makes something 1219 01:08:35,720 --> 01:08:36,764 of himself. 1220 01:08:36,851 --> 01:08:38,418 That's a classic American story. 1221 01:08:38,505 --> 01:08:40,290 We couldn't have scripted it better. 1222 01:08:40,377 --> 01:08:42,205 - [Interviewer] Can there be a brand that has a history 1223 01:08:42,292 --> 01:08:44,381 of 150 years and have all these true stories 1224 01:08:44,468 --> 01:08:45,904 that you're able to have as like a goldmine 1225 01:08:45,991 --> 01:08:48,254 for marketing stuff, can that be there 1226 01:08:48,341 --> 01:08:51,431 and exist without controversial stories? 1227 01:08:51,518 --> 01:08:53,912 - Oh I mean there's all kinds of controversy 1228 01:08:53,999 --> 01:08:55,740 about the story of Jack Daniel's. 1229 01:08:56,828 --> 01:09:01,180 Whenever you base a brand on authenticity and truth, 1230 01:09:01,267 --> 01:09:04,575 I mean that's a difficult thing to look back 150 years 1231 01:09:04,662 --> 01:09:07,404 and know entirely what was happening when. 1232 01:09:08,492 --> 01:09:10,842 - Alright, welcome back. 1233 01:09:10,929 --> 01:09:12,887 Now you probably heard 1234 01:09:12,974 --> 01:09:14,759 of Jack Daniel's Tennessee Whiskey 1235 01:09:14,846 --> 01:09:16,848 but you probably have never heard this. 1236 01:09:16,935 --> 01:09:19,677 - Jack Daniel's founder actually learned 1237 01:09:19,764 --> 01:09:22,332 a lot about making whiskey from a slave. 1238 01:09:22,419 --> 01:09:24,377 - [Man] The traditional story states that a preacher 1239 01:09:24,464 --> 01:09:26,292 named Dan Call taught the younger Daniel 1240 01:09:26,379 --> 01:09:27,859 how to make whiskey. 1241 01:09:27,946 --> 01:09:29,165 - [Reporter] It was actually Nearest Green, 1242 01:09:29,252 --> 01:09:30,905 a slave belonging 1243 01:09:30,992 --> 01:09:33,560 to Call, who taught Daniel the proper technique. 1244 01:09:33,647 --> 01:09:37,477 - Jack Daniel's was invented by a slave named Nearest Green. 1245 01:09:37,564 --> 01:09:38,870 [audience laughing] 1246 01:09:38,957 --> 01:09:40,915 Why are we learning about this now? 1247 01:09:41,002 --> 01:09:42,743 - [Reporter] A Jack Daniel's executive has said 1248 01:09:42,830 --> 01:09:44,745 that he didn't think that Green's omission 1249 01:09:44,832 --> 01:09:47,792 from the distillery's history was ever a conscious decision. 1250 01:09:47,879 --> 01:09:50,577 But with the onset of the anniversary milestone he admits 1251 01:09:50,664 --> 01:09:53,493 we realized it was something that we could be proud of. 1252 01:09:53,580 --> 01:09:55,365 - What the [beeping] Jack Daniel's? 1253 01:09:55,452 --> 01:09:57,715 [audience laughing] 1254 01:09:57,802 --> 01:09:58,933 Something to be proud of? 1255 01:09:59,020 --> 01:10:00,848 No it's not. 1256 01:10:00,935 --> 01:10:02,023 Okay? 1257 01:10:02,110 --> 01:10:03,764 - I think the world has tried 1258 01:10:03,851 --> 01:10:05,505 to make this a controversy 1259 01:10:05,592 --> 01:10:08,987 because we have been conditioned to see conflict. 1260 01:10:09,074 --> 01:10:12,251 Very quickly people had erroneously concluded 1261 01:10:12,338 --> 01:10:13,818 that Jack Daniel was a slave owner, 1262 01:10:13,905 --> 01:10:15,733 that Nearest was his slave. 1263 01:10:15,820 --> 01:10:18,823 And so they turned this story into a story of conflict. 1264 01:10:18,910 --> 01:10:19,867 But it isn't. 1265 01:10:19,954 --> 01:10:21,391 It's a story of love. 1266 01:10:21,478 --> 01:10:22,957 It has been from day one and it is now. 1267 01:10:23,044 --> 01:10:24,872 - [Reporter] Author Fawn Weaver first learned 1268 01:10:24,959 --> 01:10:27,440 the story while reading an article in The New York Times. 1269 01:10:27,527 --> 01:10:29,921 The story had such an impact on Weaver 1270 01:10:30,008 --> 01:10:31,444 it became an obsession. 1271 01:10:31,531 --> 01:10:33,881 She shared her treasure trove of history 1272 01:10:33,968 --> 01:10:35,883 with the president of the company. 1273 01:10:35,970 --> 01:10:37,842 - He looked at the research room. 1274 01:10:37,929 --> 01:10:39,974 He looked at a few things and he said, 1275 01:10:40,061 --> 01:10:41,541 "How do we make it right?" 1276 01:10:42,934 --> 01:10:44,457 Immediately. 1277 01:10:44,544 --> 01:10:46,067 - The lesson is not don't tell the story. 1278 01:10:46,154 --> 01:10:49,375 The lesson is tell the story authentically 1279 01:10:49,462 --> 01:10:50,855 and then just have the conversations. 1280 01:10:50,942 --> 01:10:53,379 But I want to keep doing it. 1281 01:10:53,466 --> 01:10:56,948 I don't think Jack Daniel's has to be a social commentator 1282 01:10:58,428 --> 01:11:02,388 but I do think Jack Daniel's has permission to tell 1283 01:11:02,475 --> 01:11:03,346 its story. 1284 01:11:03,433 --> 01:11:05,565 [light piano music] 1285 01:11:05,652 --> 01:11:07,828 - This is taken after the turn of the century 1286 01:11:07,915 --> 01:11:11,310 in Lynchburg, Tennessee. In the South. 1287 01:11:11,397 --> 01:11:13,965 It would have been highly unusual for a company portrait 1288 01:11:14,052 --> 01:11:17,795 to be made and an African American gentleman 1289 01:11:17,882 --> 01:11:21,277 to be seated immediately to the right of the owner. 1290 01:11:23,844 --> 01:11:25,455 Jack has no problem with it. 1291 01:11:31,417 --> 01:11:33,201 There's still people today 1292 01:11:33,289 --> 01:11:35,726 that don't know that Jack Daniel's was a real person. 1293 01:11:35,813 --> 01:11:37,336 There's still people today that don't know 1294 01:11:37,423 --> 01:11:39,773 that Jack Daniel's is charcoal mellowed. 1295 01:11:39,860 --> 01:11:41,906 So it's not hard for me to imagine 1296 01:11:41,993 --> 01:11:44,691 that there are people that don't know about Nearest Green, 1297 01:11:44,778 --> 01:11:47,477 an African American slave is the person 1298 01:11:47,564 --> 01:11:49,479 that Jack worked side by side with 1299 01:11:49,566 --> 01:11:53,047 at the Dan Call still where he learned to make whiskey. 1300 01:11:53,134 --> 01:11:57,051 [light orchestral music] 1301 01:11:57,138 --> 01:11:59,663 - Jack and Nearest were not just friends 1302 01:11:59,750 --> 01:12:01,752 but Nearest was Jack's mentor. 1303 01:12:01,839 --> 01:12:03,841 You've got to remember, Jack was the 10th child. 1304 01:12:03,928 --> 01:12:05,756 His mother died at four months old. 1305 01:12:05,843 --> 01:12:07,888 He was wet nursed by the next door neighbor. 1306 01:12:07,975 --> 01:12:09,760 This was not a life of glamor. 1307 01:12:09,847 --> 01:12:12,719 So once you start stripping that back and realize 1308 01:12:12,806 --> 01:12:14,286 that this kid showed up 1309 01:12:14,373 --> 01:12:17,376 at this farm as a chore boy to do chores 1310 01:12:17,463 --> 01:12:20,423 because the life he had at home was not great 1311 01:12:20,510 --> 01:12:24,905 then all of the sudden his ability to really relate 1312 01:12:24,992 --> 01:12:28,387 to Nearest and to see him as a father figure 1313 01:12:28,474 --> 01:12:31,477 or an uncle figure, it's not that odd, 1314 01:12:31,564 --> 01:12:33,827 because you have a kid that would have just been looking 1315 01:12:33,914 --> 01:12:37,353 for love and direction and he found that in Nearest. 1316 01:12:37,440 --> 01:12:41,357 - Here was a young guy that through part 1317 01:12:41,444 --> 01:12:43,533 of the Civil War and definitely after the end 1318 01:12:43,620 --> 01:12:46,623 of the Civil War he was working side by side 1319 01:12:46,710 --> 01:12:47,972 with an African American. 1320 01:12:48,059 --> 01:12:50,148 We feel pretty good that this 1321 01:12:50,235 --> 01:12:54,457 is probably Nearest's son, George. 1322 01:12:54,544 --> 01:12:56,850 George and Eli, two of Nearest's sons, 1323 01:12:56,937 --> 01:12:59,375 would come to work with Jack Daniel's 1324 01:12:59,462 --> 01:13:00,985 at the Cave Spring Hollow. 1325 01:13:01,072 --> 01:13:03,596 - I think that Jack and Nearest helped 1326 01:13:03,683 --> 01:13:06,686 to create something special here in Lynchburg 1327 01:13:06,773 --> 01:13:09,733 because somehow they didn't recognize color 1328 01:13:09,820 --> 01:13:12,997 and in the midst of what was going on during the Civil War. 1329 01:13:13,084 --> 01:13:14,825 Immediately following the Civil War, 1330 01:13:14,912 --> 01:13:18,481 they somehow were able to create this community 1331 01:13:18,568 --> 01:13:21,919 of people in which everyone was side by side. 1332 01:13:22,006 --> 01:13:24,704 This is not your typical black/white story 1333 01:13:24,791 --> 01:13:26,445 out of the South at that time. 1334 01:13:26,532 --> 01:13:27,881 These people were family. 1335 01:13:27,968 --> 01:13:30,971 [light piano music] 1336 01:13:32,190 --> 01:13:33,974 - I think he'd been proud that the story 1337 01:13:34,061 --> 01:13:36,499 was told because it's the absolute truth. 1338 01:13:36,586 --> 01:13:38,805 It's just one more reason that people 1339 01:13:38,892 --> 01:13:42,940 can enjoy Jack Daniel's and honor what America is about, 1340 01:13:43,027 --> 01:13:44,811 which is really working together 1341 01:13:44,898 --> 01:13:46,770 and not working at cross purposes. 1342 01:13:51,992 --> 01:13:55,822 - So, this right up here is where the Dan Call farm is, 1343 01:13:55,909 --> 01:13:59,522 where we're turning in where you see the white picket fence. 1344 01:14:00,610 --> 01:14:02,438 This is it right here. 1345 01:14:05,005 --> 01:14:08,182 This was actually where the original still was. 1346 01:14:16,582 --> 01:14:18,845 - I've been working here for 22 years. 1347 01:14:18,932 --> 01:14:21,674 There's always been someone in my family working here. 1348 01:14:22,893 --> 01:14:27,637 It goes back to the beginning to when Jack first started. 1349 01:14:28,681 --> 01:14:31,162 I'm the great, great grandson of Nearest Green. 1350 01:14:33,991 --> 01:14:37,037 - My great, great grandfather, Nearest Green. 1351 01:14:38,299 --> 01:14:42,042 This is where he made the whiskey for Jack Daniel. 1352 01:14:43,304 --> 01:14:46,786 As descendants of his it is an honor. 1353 01:14:48,135 --> 01:14:51,138 To tell the truth means a whole lot. 1354 01:14:51,225 --> 01:14:54,228 [light piano music] 1355 01:15:05,849 --> 01:15:07,851 - The real truth in Jack Daniel's is some of those rich, 1356 01:15:07,938 --> 01:15:10,680 rich, details in stories like Nearest Green. 1357 01:15:12,072 --> 01:15:14,248 It's hard to remain dedicated to that 1358 01:15:14,335 --> 01:15:17,121 in a time which places so much importance 1359 01:15:17,208 --> 01:15:20,254 on what's new and what's different instead 1360 01:15:20,341 --> 01:15:24,041 of what's lasting and true and timeless. 1361 01:15:27,610 --> 01:15:30,221 The fact that Jack Daniel's remained unchanged 1362 01:15:30,308 --> 01:15:35,313 through Prohibition and world wars, it's just the real deal. 1363 01:15:36,706 --> 01:15:38,969 - [Man] One, two, three, four. 1364 01:15:39,056 --> 01:15:42,668 [upbeat rock music] 1365 01:15:42,755 --> 01:15:44,278 - [Man] Sydney port here, 1366 01:15:44,365 --> 01:15:46,585 Spirit of Hamburg now entering Botany Bay. 1367 01:15:47,412 --> 01:15:50,546 - [Man] Spirit of Hamburg, Sydney port status understood. 1368 01:15:50,633 --> 01:15:51,982 Now entering Botany Bay. 1369 01:15:52,069 --> 01:15:52,896 Thank you. 1370 01:16:01,121 --> 01:16:03,863 ♪ Well there's a little dance ♪ 1371 01:16:03,950 --> 01:16:06,649 ♪ That's going around ♪ 1372 01:16:06,736 --> 01:16:08,868 ♪ Everybody doing it ♪ 1373 01:16:08,955 --> 01:16:11,218 ♪ From the kinfolk down ♪ 1374 01:16:11,305 --> 01:16:13,830 ♪ Don't move your hands ♪ 1375 01:16:13,917 --> 01:16:16,267 ♪ Don't move your feet ♪ 1376 01:16:16,354 --> 01:16:19,009 ♪ Don't move your lips ♪ 1377 01:16:19,096 --> 01:16:21,228 ♪ Just shake your hips ♪ 1378 01:16:21,315 --> 01:16:24,188 ♪ And do the hip shake, baby ♪ 1379 01:16:24,275 --> 01:16:26,799 ♪ Do the hip shake, baby ♪ 1380 01:16:26,886 --> 01:16:28,845 ♪ Do the hip shake, baby ♪ 1381 01:16:28,932 --> 01:16:31,848 ♪ Shake your hips, baby ♪ 1382 01:16:31,935 --> 01:16:34,938 ♪ And I said wheeee ♪ 1383 01:16:45,078 --> 01:16:50,083 ♪ Yeah ♪ 1384 01:16:52,172 --> 01:16:54,392 ♪ Well I met a little girl ♪ 1385 01:16:54,479 --> 01:16:56,960 ♪ In a country town ♪ 1386 01:16:57,047 --> 01:16:59,310 ♪ She said what do you know ♪ 1387 01:16:59,397 --> 01:17:02,008 ♪ Well that's Slim Harpo ♪ 1388 01:17:02,095 --> 01:17:04,707 ♪ Don't move your hands ♪ 1389 01:17:04,794 --> 01:17:06,883 ♪ Don't move your feet ♪ 1390 01:17:06,970 --> 01:17:09,363 ♪ Don't move your lips ♪ 1391 01:17:09,450 --> 01:17:12,018 ♪ Just shake your hips ♪ 1392 01:17:12,105 --> 01:17:14,978 ♪ And do the hip shake, baby ♪ 1393 01:17:15,065 --> 01:17:17,067 ♪ Do the hip shake, baby ♪ 1394 01:17:17,154 --> 01:17:19,722 ♪ Do the hip shake, baby ♪ 1395 01:17:19,809 --> 01:17:22,115 ♪ Shake your hips, baby ♪ 1396 01:17:22,202 --> 01:17:27,904 ♪ All right ♪ 1397 01:17:27,991 --> 01:17:29,993 ♪ Whooo ♪ 1398 01:17:54,017 --> 01:17:56,106 - This is the good stuff. 1399 01:18:03,548 --> 01:18:06,290 [all chattering] 1400 01:18:17,083 --> 01:18:18,171 - Oh my Lord. 1401 01:18:19,825 --> 01:18:22,088 That is stronger, I'm sure. 1402 01:18:22,175 --> 01:18:23,960 Beautiful, beautiful. 1403 01:18:24,047 --> 01:18:25,744 This bottle has come all the way from Tennessee 1404 01:18:25,831 --> 01:18:27,920 from the distillery and it's been signed 1405 01:18:28,007 --> 01:18:29,922 by the chief distiller. 1406 01:18:31,881 --> 01:18:33,230 And you wait until you taste it. 1407 01:18:33,317 --> 01:18:34,057 - Give me two of them. 1408 01:18:34,144 --> 01:18:35,536 [laughing] 1409 01:18:35,623 --> 01:18:36,624 - [Interviewer] Is this the Outback? 1410 01:18:36,712 --> 01:18:38,017 - Yeah, pretty much, yeah. 1411 01:18:38,104 --> 01:18:39,627 You're not middle of nowhere. 1412 01:18:39,715 --> 01:18:41,542 You're front door to the rest of Australia. 1413 01:18:41,629 --> 01:18:43,109 - [Interviewer] How would you describe Tilpa to someone 1414 01:18:43,196 --> 01:18:44,850 that's never been here? 1415 01:18:44,937 --> 01:18:48,941 - Ah, six people, one pub, three dogs, one sheep. 1416 01:18:51,074 --> 01:18:52,771 - [Interviewer] Is it hard to get things out here? 1417 01:18:52,858 --> 01:18:53,946 - Not really. 1418 01:18:54,033 --> 01:18:54,904 You've just got to plan ahead. 1419 01:19:01,084 --> 01:19:02,607 - [Interviewer] Do you think the average person 1420 01:19:02,694 --> 01:19:04,304 that walks in here and asks for a shot of Jack 1421 01:19:04,391 --> 01:19:07,220 or a Jack and Coke appreciates how far it came 1422 01:19:07,307 --> 01:19:09,875 or even thinks about how far it came or cares? 1423 01:19:09,962 --> 01:19:14,010 - In general, not this bottle. Yeah no, 1424 01:19:14,097 --> 01:19:14,837 it's just another drink. 1425 01:19:14,924 --> 01:19:16,403 Yeah. 1426 01:19:16,490 --> 01:19:17,796 - [Interviewer] You said this is better 1427 01:19:17,883 --> 01:19:18,405 than the bottle you had previously? 1428 01:19:18,492 --> 01:19:19,972 - Yeah. 1429 01:19:20,059 --> 01:19:21,669 - [Interviewer] Do you think that's just 1430 01:19:21,757 --> 01:19:23,410 because you know what this particular bottle went through 1431 01:19:23,497 --> 01:19:24,585 to get here or do you really think it's better? 1432 01:19:24,672 --> 01:19:26,065 - I really think it's better. 1433 01:19:26,152 --> 01:19:27,806 As soon as I cracked it open and I first poured it 1434 01:19:27,893 --> 01:19:30,853 into that first drink I went oh my God, this is- 1435 01:19:30,940 --> 01:19:31,810 - [Interviewer] It's not. 1436 01:19:31,897 --> 01:19:32,985 It's the exact same. 1437 01:19:33,072 --> 01:19:34,160 - I know it's exactly the same 1438 01:19:34,247 --> 01:19:36,075 so maybe it is subconsciously. 1439 01:19:37,120 --> 01:19:39,296 - [Interviewer] So is that somewhat of a proof 1440 01:19:39,383 --> 01:19:41,994 that a story behind a drink might make it taste better 1441 01:19:42,081 --> 01:19:43,213 in your mind? 1442 01:19:43,300 --> 01:19:44,040 - Yeah I think so. 1443 01:19:44,127 --> 01:19:45,606 Yeah. 1444 01:19:45,693 --> 01:19:47,478 I've been working in pubs and clubs most 1445 01:19:47,565 --> 01:19:50,568 of my life since I've been old enough to and you don't, 1446 01:19:50,655 --> 01:19:52,483 you just pull the bottle of the shelf and you pour it. 1447 01:19:52,570 --> 01:19:54,920 You don't think, "Oh geez, 1448 01:19:55,007 --> 01:19:57,488 somebody has really put their heart and soul in this. 1449 01:19:58,402 --> 01:19:59,403 You don't! 1450 01:19:59,490 --> 01:20:00,404 You just drink it. 1451 01:20:00,491 --> 01:20:01,492 It's the same as beer. 1452 01:20:01,579 --> 01:20:03,059 It's the same as anything. 1453 01:20:03,146 --> 01:20:04,582 Well I guess it all had to start from somewhere. 1454 01:20:04,669 --> 01:20:06,584 You just don't think about it. 1455 01:20:06,671 --> 01:20:07,933 - [Interviewer] All that made it taste better to you though? 1456 01:20:08,020 --> 01:20:09,021 - Yeah. 1457 01:20:09,108 --> 01:20:11,067 Subconsciously obviously. 1458 01:20:11,154 --> 01:20:13,069 I might have to have another bottle to see. 1459 01:20:13,156 --> 01:20:14,157 [laughing] 1460 01:20:14,244 --> 01:20:17,247 [upbeat rock music] 1461 01:20:27,344 --> 01:20:29,999 - [Jeff Arnett] This whiskey is still Jack's. 1462 01:20:30,086 --> 01:20:31,957 He founded the brand and he did it with a vision 1463 01:20:32,044 --> 01:20:34,917 and it's allowed the brand to survive 150 years 1464 01:20:35,004 --> 01:20:38,398 and we just felt honored to be a part of it for a time. 1465 01:20:39,486 --> 01:20:41,184 - [Nelson] Jack Daniel's whiskey, 1466 01:20:41,271 --> 01:20:44,404 it's the whiskiest whiskey and everything 1467 01:20:44,491 --> 01:20:46,363 that that word whiskey means. 1468 01:20:48,017 --> 01:20:49,932 - [John Grisham] "If when you say whiskey 1469 01:20:50,019 --> 01:20:53,631 you mean the devil's brew, the poison scourge, 1470 01:20:53,718 --> 01:20:56,242 the bloody monster, that defiles innocence, 1471 01:20:56,329 --> 01:20:59,506 dethrones reason, destroys the home, creates misery 1472 01:20:59,593 --> 01:21:02,945 and poverty, yea, literally takes the bread 1473 01:21:03,032 --> 01:21:04,860 from the mouths of little children; 1474 01:21:04,947 --> 01:21:06,296 if you mean the evil drink 1475 01:21:06,383 --> 01:21:08,951 that topples the Christian man and woman 1476 01:21:09,038 --> 01:21:12,345 from the pinnacle of righteous, gracious living 1477 01:21:12,432 --> 01:21:16,175 into the bottomless pit of degradation and despair 1478 01:21:16,262 --> 01:21:20,136 and shame and helplessness and hopelessness, 1479 01:21:20,223 --> 01:21:22,616 then certainly I am against it. 1480 01:21:22,703 --> 01:21:25,054 But, if when you say whiskey 1481 01:21:25,141 --> 01:21:28,318 you mean the oil of conversation, the 1482 01:21:28,405 --> 01:21:30,973 the ale consumed when good fellows get together, 1483 01:21:31,060 --> 01:21:34,977 that puts laughter in their heart, a smile on their lips 1484 01:21:35,064 --> 01:21:37,414 and a warm glow of contentment in their eyes; 1485 01:21:37,501 --> 01:21:39,372 if you mean Christmas cheer; 1486 01:21:39,459 --> 01:21:42,506 if you mean the stimulating drink that puts a spring 1487 01:21:42,593 --> 01:21:45,988 in the old gentleman's step on a frosty, crispy morning; 1488 01:21:46,075 --> 01:21:47,598 if you mean the drink that enables a man 1489 01:21:47,685 --> 01:21:50,253 to magnify his joy and happiness and to forget, 1490 01:21:50,340 --> 01:21:54,170 even for a little while, life's great tragedies and sorrows; 1491 01:21:54,257 --> 01:21:56,694 if you mean the drink, the sale of which pours 1492 01:21:56,781 --> 01:21:59,958 into our treasuries untold millions of dollars, 1493 01:22:00,045 --> 01:22:02,047 which are used to provide tender care 1494 01:22:02,134 --> 01:22:05,355 for our little crippled children, our blind, our deaf, 1495 01:22:05,442 --> 01:22:08,184 our dumb, our pitiful aged and infirmed 1496 01:22:08,271 --> 01:22:11,100 and builds hospitals, highways and schools, 1497 01:22:11,187 --> 01:22:13,189 then certainly I am in favor of it. 1498 01:22:13,276 --> 01:22:15,017 This is my stand. 1499 01:22:15,104 --> 01:22:16,540 I will not compromise. 1500 01:22:16,627 --> 01:22:18,020 I will not retreat." 1501 01:22:18,107 --> 01:22:21,110 [upbeat rock music] 1502 01:22:24,156 --> 01:22:28,378 ♪ Yeah ♪ 1503 01:22:28,465 --> 01:22:30,467 ♪ Whooo ♪ 1504 01:24:22,187 --> 01:24:23,406 - It's beautiful. 1505 01:24:23,493 --> 01:24:26,322 ♪ Whiskey River take my mind ♪ 1506 01:24:26,409 --> 01:24:30,761 ♪ Don't let a memory torture me ♪ 1507 01:24:30,848 --> 01:24:34,460 ♪ Whiskey River don't run dry ♪ 1508 01:24:34,547 --> 01:24:38,377 ♪ You're all I got take care of me ♪ 1509 01:24:38,464 --> 01:24:40,292 ♪ Hey ♪ 1510 01:24:47,821 --> 01:24:50,433 - We're basically following the Jack Daniel's spring. 1511 01:24:54,176 --> 01:24:57,396 This is what makes it so pure as it filters 1512 01:24:57,483 --> 01:25:00,138 through the sand and the limestone. 1513 01:25:02,967 --> 01:25:04,751 No one really knows where it comes from. 1514 01:25:04,838 --> 01:25:06,318 It's just part of the aquifer. 1515 01:25:12,846 --> 01:25:15,197 Want me to go a little slower or are we good? 1516 01:25:15,284 --> 01:25:16,807 - [Cameraman] A little slower would be great. 1517 01:25:16,894 --> 01:25:20,463 ♪ Whiskey River take my mind ♪ 1518 01:25:20,550 --> 01:25:24,641 - [Man] Now and ever since the days when Jack Daniel 1519 01:25:24,728 --> 01:25:27,339 made the whiskey, all the waters actually 1520 01:25:27,426 --> 01:25:28,862 come from this cave. 1521 01:25:28,949 --> 01:25:30,560 The natural waters is an important part 1522 01:25:30,647 --> 01:25:33,606 of the distilling as it is the grain and the yeast 1523 01:25:33,693 --> 01:25:35,347 and everything else. 1524 01:25:35,434 --> 01:25:38,742 There's a lot of up and down because it's deep water. 1525 01:25:38,829 --> 01:25:42,224 It's just not a safe place for everyone to go. 1526 01:25:43,225 --> 01:25:46,141 But it's quiet and it's clean and I really like it. 1527 01:25:47,968 --> 01:25:49,927 ♪ I'm drowning in the Whiskey River ♪ 1528 01:25:50,014 --> 01:25:52,147 - [Interviewer] All the stuff you have is from Kentucky? 1529 01:25:52,234 --> 01:25:54,018 - Everything, yeah. 1530 01:25:54,105 --> 01:25:55,846 Every whiskey that's on the shelf is a Kentucky thing. 1531 01:25:55,933 --> 01:25:57,369 - [Interviewer] What do you say to someone that comes in 1532 01:25:57,456 --> 01:25:59,763 and asks for a shot of Jack Daniel's? 1533 01:25:59,850 --> 01:26:02,374 - Like, "Hey, sorry. Kentucky bourbon only." 1534 01:26:05,377 --> 01:26:08,250 - Um, I don't know. 1535 01:26:08,337 --> 01:26:10,295 Kind of as an intruder maybe. 1536 01:26:10,382 --> 01:26:12,515 ♪ Whiskey River take my mind ♪ 1537 01:26:12,602 --> 01:26:15,648 - We have one traffic light in the whole county 1538 01:26:15,735 --> 01:26:17,259 and we're headed to it right now. 1539 01:26:17,346 --> 01:26:18,651 So we're going to take a left 1540 01:26:18,738 --> 01:26:20,000 and then go into downtown Lynchburg. 1541 01:26:20,087 --> 01:26:21,524 We got Miss Nina's with chocolates 1542 01:26:21,611 --> 01:26:24,266 and fudge that's got Jack Daniel's in it. 1543 01:26:24,353 --> 01:26:25,267 We got Jack Daniel's ice cream right here 1544 01:26:25,354 --> 01:26:27,530 in the ice cream parlor. 1545 01:26:27,617 --> 01:26:29,575 So you see how this is going, don't you? 1546 01:26:29,662 --> 01:26:31,925 You've got to eat responsibly. 1547 01:26:32,012 --> 01:26:33,579 We're in a dry county. 1548 01:26:33,666 --> 01:26:35,190 We don't have a bar or pub, liquor store, 1549 01:26:35,277 --> 01:26:36,800 tavern, liquor by the drink. 1550 01:26:36,887 --> 01:26:37,714 You can eat all you want. 1551 01:26:40,456 --> 01:26:42,066 - [Interviewer] We were told that Jack 1552 01:26:42,153 --> 01:26:44,938 is the number one selling whiskey in Scotland? 1553 01:26:45,025 --> 01:26:46,897 Do you think that's possible? 1554 01:26:46,984 --> 01:26:48,681 - No. 1555 01:26:48,768 --> 01:26:50,901 "Overtakes traditional whiskey as Britain's favorite." 1556 01:26:52,685 --> 01:26:54,339 I strongly disagree. 1557 01:26:54,426 --> 01:26:55,775 - [Interviewer] We just found that in the Telegraph. 1558 01:26:55,862 --> 01:26:57,255 - Did you? 1559 01:26:57,342 --> 01:26:58,387 Wait a minute now, you don't believe 1560 01:26:58,474 --> 01:26:59,823 what you read in the papers. 1561 01:26:59,910 --> 01:27:00,780 Come on, guys. 1562 01:27:00,867 --> 01:27:02,739 It's modern times. 1563 01:27:02,826 --> 01:27:04,915 See if this turns out to be true. 1564 01:27:05,002 --> 01:27:07,352 I will eat my bonnet so long 1565 01:27:07,439 --> 01:27:09,354 as it's turned into chocolate first. 1566 01:27:10,529 --> 01:27:12,052 Are you with me? 1567 01:27:12,139 --> 01:27:13,053 - [Interviewer] How do we have to prove it? 1568 01:27:13,140 --> 01:27:14,141 What do we have to do? 1569 01:27:14,229 --> 01:27:15,230 - That's up to you matey. 1570 01:27:15,317 --> 01:27:15,926 The ball's in your court. 1571 01:27:17,971 --> 01:27:21,497 - From the day I was born all my heroes 1572 01:27:21,584 --> 01:27:26,458 were drinking whiskey and mostly it was Jack Daniel's. 1573 01:27:26,545 --> 01:27:31,507 I mean name me one fá*áá*áá*g musician that stood on stage 1574 01:27:31,594 --> 01:27:34,640 with a fá*áá*áá*g bottle of gin. 1575 01:27:35,859 --> 01:27:36,860 No. 1576 01:27:36,947 --> 01:27:37,774 Never seen it. 1577 01:27:40,864 --> 01:27:43,867 [upbeat rock music]