Wednesday, May 22
12:45–2:15 p.m.
Keynote
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 & managing director at Jack Daniel’s. Connect with John on Twitter.
Nelson Eddy is brand historian at Jack Daniel’s. Connect with Nelson on Twitter.