Wednesday, May 22
12:45–2:15 p.m.

Jack Daniel’s Brand Secrets: The Myths, the Mysteries, and the Man Behind the World’s Most Famous Whiskey

The iconic square bottle. The black and white label bearing the enigmatic identifier, “Old No. 7.” The charcoal mellowing process that distinguishes it as Tennessee whiskey —  not bourbon — and the dry county it’s produced in. It was the preferred drink of the Rat Pack, and Sinatra called it the “nectar of the gods.” It draws hundreds of visitors to its Lynchburg, TN distillery every day for free tours, making them lifelong friends of Jack. These things combined have made Jack Daniel’s one of the most iconic American brands and the world’s most famous whiskey — a feat that’s been called “marketing magic.” If you’re not already a friend of Jack, you will be by the end of this presentation.
John Hayes is senior vice president and managing director at Jack Daniel’s/Brown-Forman Corporation. Hayes is responsible for the overall global strategic direction and marketing for Jack Daniel’s Brands, including Jack Daniel’s Old No. 7 Black Label Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Single Barrel, Jack Daniel’s ready-to-drink beverages (RTDs) and Gentleman Jack. Brown-Forman Corp., headquartered in Louisville, Ky., is a producer and marketer of fine quality beverage alcohol brands including: Jack Daniel’s, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Sonoma-Cutrer and Korbel California Champagnes. Connect with John on Twitter.
Nelson Eddy is brand historian at Jack Daniel’s. Eddy believes the power of a brand is best expressed in the stories it evokes. And so, he’s spent a good many of his 30 years as a writer in search of good stories. Ultimately, his pursuit of powerful stories brought him to the small town of Lynchburg, Tenn., and the Jack Daniel Distillery where, for the past 20 years, he has served as Jack Daniel’s brand historian, learning the Jack Daniel’s story from its very first marketing director and serving every marketing director since. As historian, Nelson has written books, films, a traveling show, even the occasional toast, and has shared the Jack Daniel’s story around the country, appearing on National Geographic Channel’s “Ultimate Factories” and CNBC’s “Titans of Industry.” Connect with Nelson on Twitter.