All language subtitles for Chasing.Whiskey.2021.1080p.WEBRip.x265-RARBG2_English

[low droning music]

[upbeat rock music]

- There's a nice pace to this.

Nobody in the whiskey
game can be in a hurry.

Otherwise you'll be
awfully frustrated.

I've worked on some great
global brands over my career,

but I've never struck a brand

that has the connection
that Jack Daniel's

has around the world.

I've never found a
brand anything like it.

You know, our challenge is
to keep the brand special.

Hey Phil.
- How are you?

- Good. Good to see you.

A lot of the board members,

they're not familiar with
brands that have grown

for six and seven
generations of humanity.

And so here's this thing
called Jack Daniel's,

which the reason it can do
that is because it's iconic.

It's been adopted by culture
and not just American culture.

It's been adopted
by around the world,

that sort of quest for
authenticity or realness.

Jack Daniel's just happens
to sort of capture that.

- How many of these are we good

with where we're having
to recreate the image?

The story is still real.

We want the best image we can
to interact with the copy.

Kind of real, definitely
real, definitely real.

Definitely, I'm talking
imagery, not story.

- So long as we as the
brand stewards stay tight

to what we can do, what
we're allowed to do,

some advertise, some
types of advertising

and some types of
product development,

the cultural
industries will look

after that brand it seems to be.

Jack's sort of like American
whiskey for the world

and now it's as big as
it is and with that sort

of scale comes those challenges
of how do you keep it

as authentic as
Lynchburg really is?

I think if told, you know,
in a way that's unencumbered

by us the brand
owner, whatever it is

that has made it the world's
most popular whiskey,

you know if we
could capture that

that must be an
interesting story.

[upbeat rock music]

- The smell of the
whiskey in the air,

the smell of the
maple wood burning,

it's a special place.

- [Woman] You
couldn't hardly talk

about Jack Daniel without
talking about Lynchburg.

- You say Tennessee they'll
say three people: Elvis,

Dolly and Jack.

- Lynchburg is really
a beautiful place.

I know it's small and it's
a little country town,

but the story is big.

There's a lot of things
we're still learning.

- Planet earth it's
large in scale.

It's huge.

Lynchburg would be lucky
to be even a pin dot on it.

But the one thing
that people anywhere

in the world will know is
when you say Jack Daniel's.

- Welcome to Jack Daniel's.

Welcome to Lynchburg.

- They know that's good whiskey.

- It's amazing that the
product has got that big.

Everybody knows
about Jack worldwide.

- [Men] America.

- You look at generations
of where they came from

and how hard working they are,

that means more to
me than anything.

[upbeat rock music]

- [Interviewer] How
would you describe

what a movie about Jack
Daniel's would be like?

What genre would that be?

- It should be a
family movie, really.

[upbeat rock music]

I'm from here.

Being from a small town,
Lynchburg is peaceful.

It's quiet.

[laughing]

Yeah, we ride and work
together every morning.

- My mother and her sister,

they rode together and lived
next door to each other.

They rode to work,
went to grocery, went

And now we're doing it.

Most people when they
start here they stay here.

Family first.

- It's always been
about family, you know.

It's not unusual to have father

and sons working side by side.

Generations of families
that have worked here.

- We make every drop here.

We're not near the interstate.

You're on a two-lane highway

so it takes some logistics
to ship 160 countries

from a small town like we are.

- [Interviewer] Do you
get that question a lot?

Is it really made all here?

- Yeah they do.

They kind of question from the
beginning to the end process.

Of course my part is the
export shipping overseas.

UK, France and
Germany are typically

our bigger bulk shipments.

- [Interviewer] Are there places

that you've gotten orders
that you're jealous

like, "Oh man, I really
want to go there."?

- Yeah.

Australia orders a
lot of Jack Daniel's.

I think that's a neat place
I'd like to visit some day.

- Occasionally I'll get
somebody who is like

they can't believe that we
don't have a plant close

to them because they'll
see Jack Daniel's

all around and
they're like, "Really?

Every bottle is leaving
Lynchburg and coming here?"

I'm like, "Yeah."

[upbeat rock music]

- It doesn't really
matter where you find it,

it should be the same.

The hands that are crafting it

are the same no matter
whether it's Nashville

or South Africa or Australia.

- This type of cave
that we're looking at

is a limestone cave spring.

You've got to have iron free
water to make good whiskey.

Jack ran away from home when
he was about 10 years old

and he went and lived
with his neighbor

who was a Lutheran minister
and that man's name

was Dan Call.

He had an enslaved man
that worked on the farm

with him named Nearest Green.

Jack took interest in making
whiskey with the preacher

and Nearest Green when he
was about 12 years old.

He started making
whiskey with them

but the church people
didn't like the idea

of Dan Call preaching to
them and making whiskey,

so they asked him
to sell his still.

So he ended up selling it
to Jack Daniel for $25.

[light orchestral music]

He gets the still
registered in 1866

and Jack Daniel would
eventually bring that still

to this area.

And we still make all
the whiskey right here

in this hillside today.

Now what you smell in the air,

that's sour mash.

That's made out of corn,
barley, malt and rye.

We're going to grind it up.

You can cook it with the
water coming out of this cave.

♪ It was an early
Sunday morning ♪

♪ As the church
was crowded full ♪

♪ Old Elder Brown was raving ♪

♪ He was angry as a bull ♪

♪ The congregation sensed it ♪

♪ And they knew
just what he meant ♪

♪ When he said my text today ♪

♪ Is you sinners must repent ♪

♪ Who threw the
whiskey in the well ♪

♪ In the well ♪

♪ Who threw the
whiskey in the well ♪

♪ In the well ♪

♪ 'Cause Deacon Jones
knelt down to pray ♪

♪ All he said was hey hey hey ♪

♪ So who threw the
whiskey in the well ♪

- The process is
definitely designed

to be consistent over time.

There's so much
technology out there

and we certainly are not bashful

about using it
where it's helpful,

but more importantly there's
nothing that tells you

what something tastes like or
what something smells like.

A lot of the newer brands coming

into our industry they
get a lot of props

for being very crafty and
clever and stuff like that.

A lot of just buying
a freeze-dried yeast

that's commercially available.

If you're using a
commercially available

freeze-dried yeast culture,
there's a good chance

that your product is going
to taste very similar

to everybody else that
is using that same yeast.

So we have a very pure
culture for Jack Daniel's

and it's cryogenically
preserved here

and also two other locations.

So that's I call that
the "coke" formula

or the "coke" secret and
that's the thing that we need

to protect mostly to make sure

that Jack Daniel's character
doesn't change over time.

- [Interviewer] Where is your
secret cryogenic freezer?

- It's out back here.

If you look down in here,

There's the original
jug yeast culture

that has the full diversity.

Of all the different things

that have been the Jack
Daniel's yeast culture

over the years that
would date back

all the way to
prohibition but it comes

from that mother culture
that's been here for forever.

And this was one of the things

that really I think is a
strength for Jack Daniel's

is we don't change
much over time.

We haven't changed over
the years very much

and that's not by accident.

We've been very deliberate
about trying to be consistent

in character. Making
every drop here

is important because people
will say, "How do you know

that Jack Daniel's today taste

like what it did 10 years ago
and how do you like 10 years

from now that it's
going to taste

like what it tastes like today?"

And there's a
handful of reasons,

the way we handle
the yeast culture,

the way we check
it and test for it.

But the process, the
process is designed

and not allowed to drift.

- [Man] One, two,
one, two, three, four.

[upbeat rock music]

- To be a bourbon is
a high, high standard.

Jack Daniel's makes its
whiskey like a bourbon

but then does bourbon one better

by adding an extra
very costly step

of charcoal mellowing
every drop of whiskey

through 10 feet of
sugar maple charcoal.

To be a Tennessee
whiskey, you have

to be charcoal mellowed.

Without charcoal mellowing
Jack Daniel's is a bourbon.

[upbeat rock music]

- [Interviewer] Could
Matthew McConaughey

talk you into
drinking Wild Turkey?

- Absolutely not.

- No way.

- [Interviewer] What
about, could Mila Kunis

talk you into drinking Jim Beam?

- No way.

- [Interviewer] Even if
you're just in a room

with her and she was like,
"Come on Goose, just try it."

- Nope.

- [Interviewer] Do you know
the actor Matthew McConaughey?

- I don't know him.

- [Interviewer] But
you know who he is?

- Yeah.

- [Interviewer] Could he talk
you into drinking Wild Turkey?

- I doubt it.

- [Interviewer] Are
there other types

of whiskey you're drinking
besides Jack Daniel's?

- Not me.

It's always Jack.

- Why would you drink something
else when for 41 years

it's put a roof over your head?

- [Interviewer] Jack doesn't
ever have a spokesperson.

- Well they have our town.

- [Narrator] This is
Lynchburg, Tennessee.

This is how many
people were born here.

This many are fifth generation.

This is how many are named
Hiawatha Kitty McGee.

He keeps the town dry.

They prefer it a little wet.

[laughing]

This many are proud
of what we make here.

This is how many go
around bragging about it.

This is our town.

If you can't get here, just
look for one of our postcards.

We send them all over.

They look like this.

- We're getting all spiffy like.

It's going to look good.

- Thank you.

Appreciate that.

There you go big guy.

Now watch him now.

[all chattering]

Now watch him now.

That feels good.

My wife would be proud of me.

- In this movie who is going

to be the main co-star
between you and him?

- Well you just never know.

- It's all about
a bottle of Jack

and the people that makes it.

We don't even have a barber
in Lynchburg no more.

He retired here about
three or four years ago.

He cut my hair for
a number of years.

The last time he cut it
I went and I sat down.

I told him, I said, "I want
it cut short on this side,

long in the back, long on the
right and real short on top."

He said, "Well I can't
cut it that way."

I said, "The hell you can't.

You've been cutting it
that way for 30 years."

[laughing]

- [Interviewer] Where is your,

where is your favorite spot
to go to for lunch in town?

- You really want to know?

In the kitchen at Bobo's.

What I do, I walk in and I say,

"State of Tennessee
health inspector."

They say, "Well get
you a piece of chicken

and get out of here."

[bluegrass music]

State of Tennessee
health inspector.

Look at the chicken.

How are you doing?

- You're all shaved up.
- Don't I look good?

- You look better.
- Thank you.

- My brother works
at Jack Daniel's.

My brother-in-law
worked at Jack Daniel's.

My nephew works
at Jack Daniel's.

My mother worked at
Jack Daniel's, my

It's just like aunts and uncles.

So yeah, it's really tight knit.

- The guy I date
like we'd been dating

for about a month
and he was like,

"I'm kin to this person", and
I was like, "Oh, I am too."

And then we get to talking
bout his is on one side

and mine is on the other
side, so it was all good.

But then you're like what?

- [Interviewer] How would
you describe Lynchburg

to someone that's
never been here before?

- Big in a small way.

[bluegrass music]

- This is not just
a tourist community.

This is not just Jack Daniel's.

It's not just
Lynchburg souvenir.

This is actually a
productive, working community.

You know business
goes on every day just

like it does anywhere else.

We're not here just
to be a tourist town.

We're here because it's
a working community.

We was raised up
here, we like it here,

we stay here because
we love Lynchburg

and we love Moore County.

[upbeat rock music]

- The touchstone is when
you go to Lynchburg,

find some quiet time
and just walk it.

It's real.

It's the realest real.

It's the whiskiest whiskey.

[laughing]

That's a pirate flag.

That's the way I
look at that label.

[laughing]

You can't be a pirate
and go to heaven.

[upbeat rock music]

[laughing]

- Well, that's the song.

- Whiskey and
alcohol play a role

in anyone who is trying to
fend off the natural disasters

of life, man.

It's like Charles
Bukowski or like [beep]

some guy in a bar, man.

It's part of your life, man.

You play shows every
night in a bar.

- Sometimes you drink
from the stress.

Sometimes you drink for joy.

Sometimes you drink
for the creativity.

[all laughing]

- [Man] One, two, three, four.

[light acoustic guitar music]

- There are a couple of
brands where the brand

got pulled so pervasively
into popular culture

that the company really
stopped having anything

to do with its vitality
and importance.

And there are very,
very few of those.

Jack Daniel's was one of those.

[Western music]

In the U.S. because we
have this huge frontier

and we're going out into
these wilderness spaces

that kind of gave the
American character

and a very masculine
character of the country

and that's what we thrived
on for hundreds of years,

frontier masculinity.

That whole ideal got blown
up after World War II.

The new ideal was
the corporate guy

who is kind of the alpha
male in the company

and all these brands
they were trying to glum

onto this next kind of
aspirational masculine model

because that's
where the money was.

But then the Cold War starts

[footsteps marching]

and all the sudden nuclear
Armageddon is on the table.

So there was this
huge contradiction

between a guy sitting at
his desk doing paperwork

climbing the corporate
ladder and, you know,

fighting the Russians for,
you know, world stakes.

- [Man] Two whiskeys.

- [Douglass] Whiskey, what
more frontier heritage

category is there?

- It starts out with a little
advertising agency back

in the '50s, and
they're doing ads

just like every other
bourbon ad of its day,

which is to show the product
on a silver tray with a butler,

somebody in a smoking jacket.

And Jack Daniel's did
something completely different.

They showed the
place and the people

who made the whiskey and
it was really unheard of.

- In the imagination of the
country Jack Daniel's is a place

that was stuck in time.

It wasn't part of
the modern age.

It wasn't part of
this new masculinity.

And this is the
signature whiskey

because they haven't bought

into modern society,
urban living.

These are guy's guys
just like 100 years ago.

This is the kind of
masculinity we need now

and it gets taken up
in the movie "Hud",

which was Paul
Newman's breakout film

which really cements exactly
its kind of cultural role.

Whenever he's needing some
buttress and buck himself up,

he starts drinking
Jack Daniel's.

It's like his truth serum.

- Oh daddy, you ain't
never been wrong.

- Jack Daniel's is allowing
him to speak those speeches.

So it becomes almost a crutch.

You're making a film like
oh we need a little bit

of that kind of
frontier, bad ass,

man's man guy character
here and Berenger

doesn't quite have it here
so let's give him a bottle

of Jack Daniel's
and he'll really-

[upbeat rock music]

- Bottle of Jack.

- I just love Coke
with Jack Daniel's.

- How'd you get through it?

- I had a lot of help
from Jack Daniel's.

[upbeat rock music]

- It is the first
whiskey most of us tried.

[glass shattering]

It's just so common
in our culture.

It's the one brand
people identify with.

I don't think I use it
to define a character.

I use it to describe a scene.

A lawyer is sitting
around a judge's chamber

in the back of a courtroom
after work one day

and the judge wants
to have a drink

and they pull out a
bottle of Jack Daniel's.

It permeates culture everywhere.

- I need a drink.

- John Belushi in "Animal
House" when he sees the bottle

of Jack Daniel's fall over

and break he starts
screaming, loses his mind.

It's just so common
in our culture.

It's the one brand
people identify with.

[glass shattering]

[screaming]

- Nothing is more manly,
nothing is more dangerous

than chugging a bottle of Jack

and it's the only whiskey
that anybody knows anything

about anyway that's
recognizable.

They had come to John
and said we can shoot you

from this side.

You can pour the booze
into like the little spout

over here and it will look
like you're drinking it.

And he goes, "Why
would I do that?

I'll just drink it."

And it was like,
"You can do that?"

And he goes, "Yeah, I
can open my throat."

It's tea certainly and that's
him really drinking it.

- Ah, thanks.

I needed that.

[glass shattering]

- What else can you
have for Bluto Blutarsky

to drink than Jack Daniel's?

- Hi Lloyd.

- My agent called.
"You've got a show.

It's called 'The Shining.'"

He says, "You'll
playing the bartender."

Now I've never been
behind the bar.

I don't drink.

Then one moment I said, "Let
me see what I will be serving."

And there's a whole thing
behind me of bottles

of liquor, which I
know nothing about

except one that stood out
and that was Jack Daniel's.

I said, "Stanley, I
don't know about liquor

but you've got Jack Daniel's
and this is supposed

to be a 1920s set."

He said, "Joe, Jack Daniel's
is over 100 years old."

I didn't know that.

- Jack Daniel's has given
so much back to art,

to music and has been a
part of culture forever.

- [Interviewer] What
would Jack Daniel's be

without rock-n-roll and
what would rock-n-roll

be without Jack?

- No, there's no, Jack Daniel's

would be exactly the same

without rock-n-roll
but rock-n-roll

would never be the same
without Jack Daniel's

and you know that.

Imagine if there
was no Jack Daniel's

and every band was
drinking like Jim Beam,

then they'd all sound
like [beeping] Kid Rock.

Sorry.

[laughing]

[upbeat rock music]

- The tradition of
Jack Daniel's goes back

to The Stones and Jimmy Page.

They always had
a bottle of Jack.

It was part of the
uniform in a way.

The lure of that, of the party,

the rock-n-roll
celebration, it all stemmed

from those photographs,
that mystique.

But it wasn't Keith Richards
and Jimmy Page going,

"Hey, you should drink Jack
Daniel's", on Instagram.

It wasn't like that at all.

You saw a photograph and in
your mind you put yourself

in that party and you were like,

"Wow, what's it like back there?

What's it like backstage with
The Stones or Led Zeppelin?"

[upbeat rock music]

♪ If you like to gamble,
I tell you I'm your man ♪

♪ You win some, lose
some, all the same to me ♪

When you saw Lemmy you thought
about a couple of things.

He's pure rock-n-roll.

He's the real deal.

His uniform is usually black.

He wears a hat and
he's got cool boots

and he drinks Jack Daniel's.

♪ The only card I need
is the Ace of Spades ♪

♪ The Ace of Spades ♪

- Well we would always
be vodka drinkers

because vodka was cheap.

When Lemmy moved to the U.S.,

Jack Daniel's was a legend then.

We thought, the American
dream, California.

Jack Daniel's and Coke.

And he tried it and he liked it.

When he was drinking vodka
he wrote "Ace of Spades"

and all the ahhh kind of stuff.

When he started drinking
Jack, he got kind of

more bluesy and
mature, if you like.

[upbeat rock music]

- Part of that
uniform of rock-n-roll

was the Jack Daniel's bottle.

When I first joined Guns N'
Roses and Slash had the bottle,

he handed me the
Jack Daniel's bottle

and I handed it
back and he said,

"Put the cap back on because
you're letting Jack out."

I was like wow.

He didn't want any of the
extra good stuff to evaporate.

So the bottle wasn't
left unattended.

It was a special
liquor that we needed

to pay attention to like
another part of the family.

We went out on tour with Guns
N' Roses in the early '90s

and some of the arenas
that we were in,

Frank Sinatra was
just ahead of us.

So we'd go into
the backstage area

and we'd say, "Hey, Frank
Sinatra is coming in."

And they would have his rider

and what did he
have on his rider?

Bottle of Jack
Daniel's and a glass.

That was it.

He didn't have vegetables.

He didn't have fruit plate.

♪ You make me feel so young ♪

♪ You make me feel that
spring has sprung ♪

- I remember Jack Daniel's
being in dad's social makeup.

It was a fixture in his life.

It was something that
he discovered himself.

And I didn't notice him
forcing it on anybody

but when you were in his
company, not I but others,

they would drink it with him.

All of the sudden you
saw it everywhere.

Dad jokingly a
million times said,

"Well I don't know
why they don't call me

to endorse their product.

I love it.

I drink it all the time.

I'm photographed with it."

It went where he went.

♪ Drinkin' again ♪

He was a trendsetter
in many ways,

from his hat to his shoes.

I mean he set a
style and a tone.

That's really the Guns
N' Roses, that circa.

That's where they come from.

- [Interviewer] If you
had to sort of summarize

what Jack Daniel's means
to you, what would that be?

- My dad happy.

My dad having fun.

♪ A dream that used ♪

- Pop culture has been
phenomenally important.

It's been people like Sinatra.

It's been people
like Keith Richards

from The Rolling Stones,
Slash from the Guns N' Roses.

We never paid for any of that.

And the challenge that
we've got moving forward

is that you don't get
much of that stuff

for free these days.

♪ Early Monday morning ♪

♪ To Friday at five ♪

♪ Man, I work work work ♪

♪ But I don't
climb climb climb ♪

♪ Boss man could shove
that overtime up his can ♪

♪ All I wanna do is put
a drink in my hand ♪

- [Woman] He drank
out of it apparently.

$250.

That's all.

You have one swig.

♪ Worth the trouble to drown ♪

♪ No need to complicate it ♪

♪ I'm a simple man ♪

♪ All you gotta do is
put a drink in my hand ♪

[crowd cheering]

- How are you doing Denver?

[crowd cheering]

[light acoustic guitar music]

♪ I got a reputation
goin' round ♪

♪ I ain't never been
the kind to back down ♪

♪ Yeah, I've thrown
a punch or two ♪

♪ And gave a few black eyes ♪

♪ But Jack Daniel's kicked
my ass again last night ♪

♪ Ahhhh ♪

Come on, now.

Whiskey was medicine
before it was a libation.

I've just always
been drawn to whiskey

more than anything else
- beer or whatever.

Whiskey is my thing.

♪ Jack Daniel's kicked
my ass again last night ♪

For me as a guy who
has played music

and played everywhere,
I've tried everything,

drank everything.

And it's just, it's me.

It's the DNA.

- [Interviewer]
Were there musicians

that you remember saying,
"This is a connection

to the rock-n-roll and
music."? Like anybody-

- Lemmy used to hold it
a lot but I mean for me

I mean I've never
drank a product

because I thought
it made me cool.

It's what I enjoy.

I felt like it connected
to more my grandfather

and what he drank.

It's a generational thing.

So I don't know the
reason he drank it.

It could be taste or it could be

what his grandfather
or father drank.

♪ Yes, every Superman
has got his Kryptonite ♪

♪ Jack Daniel's kicked
my ass again last night ♪

I'm gonna go get a
little more Kryptonite

Every tour I have eight or 10
alcoholic beverage companies

that offer me the
moon and beyond.

I've never done it.

I don't get a dime from Jack
Daniel's to rep their product

and I'm proud of that.

There's going to be
things that come along

and they're cute but they
don't have 150 years.

♪ Jack Daniel's
kicked my ass again ♪

[light blues rock music]

- [Man] It all
starts with the wood.

That's the very first
ingredient for Jack Daniel's.

Our company promotes
wise use land management.

It promotes sustainability.

And it's not just timber.

It's about the water.

It's about the wildlife.

It's about the air we breathe

and everything that's
associated with an ecosystem.

[upbeat blues rock music]

- White oak is the only
thing that can be used

because the pores on the
white oaks are real tight

so it doesn't let the
whiskey leak through.

Red oak will let whiskey
leak through the barrels.

[upbeat blues rock music]

- What is a white oak tree?

It's basically a carbohydrate
plant and it's full of sugars.

If you think of the
barrel you think about it

as being a giant sugar cube
that we put whiskey in.

Cutting trees is natural.

It's a renewable resource.

It's something that
we have the capability

of sustaining for many,
many generations to come.

[upbeat blues rock music]

♪ Well the sun talks
about blue sky ♪

♪ Clouds talk about rain ♪

♪ And the world
keeps on turning ♪

♪ Yeah, the world
keeps turnin' 'round ♪

♪ Just doing what
comes naturally ♪

♪ gravity tell it
to the ground ♪

- It's all in the barrel.

The barrel is what
gives it the taste

and the flavor and
stuff like that.

It's all in the barrel.

- Most people don't
have a full appreciation

for what the barrel,
what the wood,

what the char brings
to the whiskey.

Without wood it
would be moonshine.

It wouldn't be whiskey.

It would lack the flavor.

It would lack the
vanilla character.

It would lack the color.

It just it wouldn't be whiskey.

For Tennessee whiskey it's got

to be a new charred
white oak barrel.

And so we use it
one time and then

from there it will go over
to Scotland or Ireland,

any of the other
places that can use,

a used barrel but we can't.

[upbeat blues rock music]

- [Interviewer] I
bet a lot of people

that drink scotch
don't realize...

- That there's a little
Jack in their scotch?

- Nice soft mouthfeel.

A little bit of acidity
at the side of the tongue.

It's like eating a
very soft sponge.

Soft mouth feeling but
then this little tweak

at the sides of
tongue, the acidity.

And then quite a
long finish actually.

I put a tiny bit too much water

in there but easy,
easy drinking.

But you wouldn't put
Coca-Cola in that.

[upbeat rock music]

Whiskey is the most complex
spirit known to man.

No. 7,

the standard Jack Daniel's,
has a very clear...

it's not a very complex whiskey.

A lot of the flavor
comes from the fresh oak.

It's traditionally
drunk with Coke or cola

of one sort or another and ice
and the flavor comes through.

As sophisticated scotch
malt you wouldn't get

that flavor coming through
so there's no point

in drinking it with Coke.

- Vodka is a functional drink.

Whiskey is an emotional drink.

Whiskey is a gregarious spirit
that thrives in company.

- I've always been
quite a wine lover.

I suppose gin.

I suppose I drank gin.

But no, I probably wouldn't

if I had the choice it
would always be whiskey.

- I run a ladies
only whiskey club.

I don't think there's a
particular style of person

who would drink whiskey.

- Jack Daniel overtakes
traditional whiskey

as Britain's favorite.

Bull [beeping]

The, now that's a
journalist line.

I think you'll probably find

that vodka outsells
Jack Daniel's and um

There's more Jack
sold than scotch.

- The two sides of the pond

have a massively
symbiotic relationship.

So the guys who are making
the whiskey barrels you must

use your barrels only once.

That left Scots people
a great opportunity

because we are canny and
we bit clever with money

and we have no issue
accepting secondhand goods.

So once the barrel has been used

for bourbon, you guys
can't use them anymore.

It doesn't mean
we can't use them.

[light ambient music]

- Welcome to
Glenmorangie Still House.

And these are the tallest stills

of any malt distillery
in Scotland.

So what that does
for the whisky is it

makes it a very light,
very pure style of whisky.

So Glenmorangie spirit is
rising up through the head

of the still, one step
closer to heaven I call it.

So it gets up over the
top into the condenser

and then it's back
into the spirit safe.

So it goes from liquid
to vapor to liquid.

The uisge beatha is what we
call it, the water of life.

Uisge beatha is where the
word "whiskey" comes from.

We reckon about 60% of
the flavor of Glenmorangie

single malt whisky is
coming from the cask.

40% of the flavor and the aroma

is coming from the raw spirit.

So, come into the warehouse.

The majority of our new
made spirit comes down

and we fill into the
ex-American bourbon barrels

like this one here, okay?

So these have been shipped over

from the states from
Jack Daniel's for example

and we fill our spirits
straight into them.

You can see we've got
bigger casks in here.

We've got a variety of
distillers that we use,

Heaven Hill, Jim Beam.

We have a few different
types of Tennessee whiskey

or bourbon whiskey.

- [Interviewer] Was there
ever a time when scotch

was making its own barrels?

- No.

No because the Scotch oak
just doesn't have the quality.

The trees aren't
straight enough.

I'm going to draw a sample

of this first filled American
barrel, ex Jack Daniel's cask.

Oh, delicious.

It's a real good
partnership over the pond,

the other side of
the pond from us.

Without that industry,
scotch would be struggling

to be honest so it's nice
to have that relationship

with our buddies over the water.

[laughing]

- That's the nice
thing about Lynchburg.

Everything is nice and
quiet in the morning.

Morning, Park.

I have nine people on my crew.

I have to rely on teamwork
and it takes every one of us

to get the barrels
out of the warehouse

and get them to the dump room.

You can use modern technology
only to do so much but

as far as actually
working the warehouses

that's pretty much unchanged.

It's just something
that's been handed down

from generation to generation.

[light piano music]

What I like about this
job is it's just me

and the guys and
basically the comradery

that's shared between us.

They're not just my co-workers;

they're really more
like an extension

of my family and I feel
that way about each

and every one of them.

We know that the whiskey
does not get to the bottles

if we don't do our job

so it's something we
take great pride in.

It maybe kind of
cliché to say it

but I think the
people are everything.

- We have over two
million barrels onsite

with whiskey in them.

I've never done
that math before,

how many bottles
that that would be.

That's probably 60 something
million cases or something.

[laughing]

I don't know.

- [Interviewer] This
is not like part

of the tour over here obviously.

- [Mike] No.

- [Interviewer] Do you think
most people might be surprised

to see how many warehouses
you have full of whiskey?

- Probably but I would think
I mean a knowledgeable person

can get on the internet
and see how many cases

of whiskey we sell a
year or how much we do.

You have to store
that somewhere.

[light piano music]

These are palletized warehouses

so they're a little different
than the rick style houses

and they're a little bigger.

We built the first house as
a test house that R&D ran

and we found out that
we could mature barrels

just as well in this house
as we could a big house.

- [Interviewer] Do you know
how many are in here right now?

- There are 66,528 barrels
in here is what they hold.

- [Interviewer] And are
all the other buildings

around here the same?

- Yes.

All the palletized
hold the same.

- [Interviewer] So how many
palletized do you guys have?

- 13.

If you really look at it I
mean as far as efficiency,

one person can drive a towmotor

and be in the house
putting barrels up,

whereas in a regular house
you've got nine people

in there putting barrels up.

- [Interviewer] I just
want to touch real quick

on nobody really wanted
us to see this on camera

and it's not something
you would see in an ad.

Why do you think that is?

- I just don't think
it has the nostalgia

of the old wooden
warehouses like we have

up at Track One around the
distillery, and at Track Two.

But as far as warehousing
goes I mean this

is more efficient and
matures just as well.

We've always got all the
older style warehouses

we'll never get rid of.

We'll just build these as
we move forward as needed.

[laughing]

- I work with my boss
Mike Myers on some days

on what whiskey exactly to pull.

So we know where all
the barrels are and

at one point they're
ready to be pulled.

I've been here
almost 16 years now.

I'm just a couple of weeks
shy of my 16th anniversary.

'til you get 20 years in,
you're still fairly new.

I'm still waiting on that
20th year and an extra week

of vacation.

More time to deer hunt.

- [Interviewer] I just
realized there's only

one rifle in here, right?

- [Clint] Yeah.

- [Interviewer] How
does it normally work?

Like who gets to
decide who shoots?

[laughing]

- Normally there would
only be one person

in here but somebody
who we're not going

to name has already killed
his buck out of here

for the year.

- [Interviewer] Some
random person brought up

like the advertising
how it feels so real.

Do you think the people that
make it are just as important

as like the whiskey that's in
that bottle to someone like

in China that's drinking it?

- That's an
interesting question.

I don't know.

What do you think?

[laughing]

- You put me on the spot.

I don't know.

I think well I
guess in the South,

I say in the South
because I've always lived

in the South, but generally
people have a sense

of pride about what they do
regardless of what they do.

And I can especially say
that I feel at Jack Daniel's

that I can genuinely say that
everybody who works there

that I know has pride in their
job, wants to do their job

to the best of their ability.

And I think maybe that just
carries over into the product.

- I like to think that if people
would, if they want a taste

of America that we're putting
it in that black label bottle.

[upbeat rock music]

- This glass right
here, this shot glass

we all three just
drank, is the epitome

of America in a glass.

It really is.

It's bold.

It's flavorful.

It's loud.

But it's good.

That is America in
a glass right there.

- The drinks we just
took, they were small.

Little small drinks.

But a lot of hard work went
into all three of those.

- Oh God.

You have no clue.

- The time alone is kind of,

I ain't going to
say mind-blowing but

on anything for four years.

- There's other good
whiskeys out there.

I'm not going to sit here
and tell you there's not.

But overall as a brand
from top to bottom,

it's going to be hard to
beat what we're doing.

- [Interviewer] Do
you feel like you guys

since you're around Jack so much

if somebody talked you into
like a test test could you tell?

- Oh yeah.

Yeah, by far.

- I can probably tell
you by the smell.

- [Interviewer]
Which one is Jack?

- First one.
- That one.

- [Interviewer] Jack
Daniel's, Glenlivet scotch,

Suntory Japanese whiskey

- That's why the Japanese
drink so much Jack Daniel's

because they make
[beeping] whiskey.

[laughing]

- [Interviewer] But
they keep winning these

like best whiskey awards?

- Are you familiar
with Taylor Swift?

- [Interviewer] Sort of.

- Yeah, she wins
a bunch of awards.

[upbeat dance music]

♪ I have a pen ♪

♪ I have an apple ♪

♪ Ah ♪

♪ Pineapple pen ♪

♪ Apple pen ♪

♪ Pineapple pen ♪

♪ Ah ♪

♪ Pen, pineapple, apple, pen ♪

[vocalizing]

- Jack Daniel's is the
reason why I'm here.

- I was in high school
and I found a bottle

of Jack Daniel's in
my parent's room.

I tried it.

It taste awful.

It's like the first
time I had a cigarette

or coffee or wasabi.

And the next day I tried
mixing it with Coke

or oranges or ginger
ale and 20 years later

I'm still doing the
same thing in this bar.

[upbeat jazz music]

Japanese whiskies has won awards

and most people doesn't
know the truths of it.

If it's distilled in America
or Scotland or other places

and the barrel is carried
in Japan, if it's bottled

in Japan from that moment it
turns into Japanese whiskey.

[whirring]

So this is a smoked martini.

This one is this one the 1984
version of the Jack Daniel's.

It's only a sip left so yeah
I try to keep it like hide it.

The color is
completely different.

The taste also has
to be different.

It's aging.

It's like people.

It's like human.

Maybe the alcohol is not
strong as the current one

but it still has to be
gentle, like my father,

like my grandpa.

- That's one thing
I found in Japan,

Japan is really
into American stuff.

I saw the truck on the street

and they're selling Lipton
tea with fresh fruit

and the line was
over three blocks.

So it's just kind of
Western things I think kind

of steer their interest
of wanting to try.

- [Interviewer] If you
see somebody in a bar next

to you order Jack Daniel's
does that tell you anything

about them in your mind?

- I would think that
this person is interested

in Western culture, especially
American culture probably.

[upbeat rockabilly music]

[upbeat rockabilly music]

[laughing]

- Yeah?

Yeah.

[upbeat rockabilly music]

- People who don't even
like to drink whiskey

will wear a black and white
Jack Daniel's label T-shirt

because there is a
bit of the rebel.

I mean independence.

Being your own person.

Independence and being your
own person can get messy too.

There's a nice
noble side of that

and then there's a messy,
darker side to that.

You find out not every shade

of who you are is
necessarily something

that you need to be proud of.

So it's complicated.

It's not as black and
white as the label appears.

- I was a third year law student
at Ole Miss in 1980, '81,

and I got lucky and
got a job as assistant

for Judge Sweat, who at
that point was a professor

at Ole Miss teaching ethics.

And so I hung out
with him a lot.

He had already served
in the state legislature

for a long time.

He had been a judge.

We called him Judge Sweat.

We knew his nickname was Soggy
but we didn't call him Soggy.

And I asked Judge Sweat if
he had ever written anything

and he said,

he thought about it and he
had only written one thing

that was somewhat famous

and he pulled the whiskey
speech out of a drawer.

It was fascinating and it
went back 30 years earlier.

The hottest issue in Mississippi
in the 1950s was whiskey.

Every politician
hated the question,

"What's your stance on whiskey?"

Because you're going to
get half of it right,

half the votes and
lose the other half.

And so most politicians
didn't want to touch it.

To address that Soggy
wrote the speech

and it became famous
because there's a lot

of truth on both sides.

There's some really
bad stuff that happens

because of it in my family,

and there's a lot of
benefit that comes

from it that people
really enjoy it.

- When you've got a brand
that's all about freedom

and you live in a country
that accentuates the idea

of individuality and freedom,

there's a dark side to
that because people left

to their own devices
given complete freedom

will do some things that
are not so constructive

to them or the rest of us.

[upbeat rock music]

♪ Baby please don't go ♪

♪ Baby please don't go ♪

♪ Baby please don't go
down to New Orleans ♪

♪ You know I love you so ♪

♪ Baby please don't go ♪

♪ Yeah ♪

[howling]

- You can't have Mardi
Gras without drinking.

[laughing]

- I think there are only two
ingredients to Mardi Gras,

costumes and alcohol.

- I've been everywhere,
Daytona 500.

I've been to Indianapolis 500.

I've been to-

- Sturgis, Daytona bike week.

- Sturgis Daytona.

I've been all over.

But nothing can compare
to what I've seen here.

- [Interviewer] Why do
you guys drink alcohol?

- It lets all the worries
wash right away, man.

It lets you enjoy what
you're doing at the time.

- For me drinking
makes me meet lot

of new people, socializing.

It kind of looks
like fun to me so-

- [Interviewer] It
helps you socialize?

- Yeah.

- [Interviewer] What's the
worst thing that's ever happened

to you because of alcohol?

- Jail.

Incarcenation.

- [Interviewer] Do
you know anybody

that's had bigger problems
because of alcohol?

- Yeah.

Most definitely.

- Way, way worse.

Do it responsibly.

Don't think it's [bleeping]
cool to get [bleeped] up and

go drive, man.

- As long as your
drinking doesn't

affect other people's good time,

that's a good night of
drinking in my opinion.

- [Interviewer] Give me
real quick one word I'll say

a type of alcohol you say
one word to describe it.

Beer.

- Piss.

- [Interviewer] Wine.

- Cougars.
- Headache.

- [Interviewer] Vodka.

- Cranberry.

- [Interviewer] Tequila.

- Whew!

- [Interviewer] Whiskey.

- Hangover.

- [Interviewer] Jack Daniel's.

- Yeah!

♪ I wanna tell you
about a dance ♪

♪ That's going around ♪

♪ Everybody doin' it ♪

♪ From the grown ups down ♪

- If you drink one
liquor all night long

and don't mix you
don't have a hangover.

- [Interviewer]
That's the secret?

- That's the secret.

- [Interviewer] Since as
soon as your hangover is done

are you ready for more?

- No sir.

I'm a once a month
type drinker myself.

- Bitch, you've been
drinking for a week.

- I know!

We're at Mardi Gras though.

♪ Hip shake, baby ♪

♪ Do the hip shake, baby ♪

♪ Do the hip shake, baby ♪

♪ Shake your hips, baby ♪

♪ Now ain't it sweet ♪

[siren wailing]

[light electronic music]

- Believe it or
not, we do more DUIs

than most people think we do.

You're going to
have some problems.

You're going to have problems
with people coming through

and such as that with alcohol
problems and things like that.

But it's not bad here.

Not bad at all, not
like it used to be.

Lynchburg and Moore County
of course that's one

of its claim to fame is we
got the most popular whiskey

in the world and where it's
made it's a dry county.

And that will never change.

There is so many churches
and church going people

here that if it even got
put on a referendum ballot

to be voted on it would
never make it here.

We try to keep our
community quiet.

We try to take care of everybody

and we're not in the
newspaper all the time.

We've actually had a tractor
trailer load of whiskey stolen.

That load went to Miami
and we have never so much

as recovered a bottle of it.

It was like it disappeared
off the face of the earth.

- Maybe, maybe.

Maybe I don't know.

Maybe.

United States and
Cuba is very close.

[upbeat big band music]

[vocalizing]

- [Interviewer] Do people
in Cuba like to drink a lot?

- Yeah.

A lot.

[vocalizing]

- [Interviewer] Don't you
make a very unique type

of Mojito, right?

One with Jack Daniel's?

- Yeah.

- [Interviewer] Do you know

where you got the
Jack Daniel's from?

- [Interviewer] Do you know
where you bought it from?

- It is more easy to find
rum than Jack Daniel's

but we can find it.

[upbeat big band music]

- [Interviewer] If we go to
a bar here, a private bar

and we see Jack Daniel's
is it most likely someone

like you brought it
into the country?

- [Interviewer] Do you get
to make a living doing that?

Is that your full time work?

- [Interviewer] So
if it's not illegal

why are you worried about
us seeing your face?

[light electronic music]

[upbeat electronic music]

- [Interviewer] When you see
a bottle of Jack Daniel's

in a bar what does
that represent to you?

[light electronic music]

- If we're looking down
and we're thinking okay

there's the little
tiny Lynchburg,

it would really seem small
but yet it's really big.

So the story could
be really, really...

- It could be huge.

- [Interviewer] And is it
just as simple as a story

about a brand or is it
more complicated than that?

- I don't think
it's complicated.

- It's more to the story.

- Yeah.

- [Nelson] Whiskey is
more than about the liquid

in a bottle.

Whiskey is all about history.

It's about America.

It's about people
going off on their own

and making something.

- [Worker] We have Jack Daniel's
bank book from the 1870s.

- [Nelson] December 2nd of 1876.

So the distillery has
been around 10 years?

- Approximately, yes.

- Yeah.

Everything looks like it's
in the hundreds of dollars,

not the thousands.

- [Worker] Yes, correct.

He is a big fish in a
little pond at this point.

- Yeah, right here
is Jack's signature.

There seems to be a real
importance in the bourbon world,

in the American whiskey world
for a brand to have a story.

And we see a lot of people
trying to create history.

They'll have a really cool label

and then they'll have a history

after they've already
developed the brand.

With Jack Daniel's
it's just the opposite.

I mean this is a
brand born of history.

Here's this little guy
5'2", probably has a chip

on his shoulder because he
always looks younger than he is.

He's the last of 10
children in his family.

He goes, sets off at an
early age and makes something

of himself.

That's a classic American story.

We couldn't have
scripted it better.

- [Interviewer] Can there be
a brand that has a history

of 150 years and have
all these true stories

that you're able to
have as like a goldmine

for marketing stuff,
can that be there

and exist without
controversial stories?

- Oh I mean there's all
kinds of controversy

about the story
of Jack Daniel's.

Whenever you base a brand
on authenticity and truth,

I mean that's a difficult
thing to look back 150 years

and know entirely what
was happening when.

- Alright, welcome back.

Now you probably heard

of Jack Daniel's
Tennessee Whiskey

but you probably have
never heard this.

- Jack Daniel's founder
actually learned

a lot about making
whiskey from a slave.

- [Man] The traditional
story states that a preacher

named Dan Call taught
the younger Daniel

how to make whiskey.

- [Reporter] It was
actually Nearest Green,

a slave belonging

to Call, who taught Daniel
the proper technique.

- Jack Daniel's was invented
by a slave named Nearest Green.

[audience laughing]

Why are we learning
about this now?

- [Reporter] A Jack
Daniel's executive has said

that he didn't think
that Green's omission

from the distillery's history
was ever a conscious decision.

But with the onset of the
anniversary milestone he admits

we realized it was something
that we could be proud of.

- What the [beeping]
Jack Daniel's?

[audience laughing]

Something to be proud of?

No it's not.

Okay?

- I think the world has tried

to make this a controversy

because we have been
conditioned to see conflict.

Very quickly people had
erroneously concluded

that Jack Daniel
was a slave owner,

that Nearest was his slave.

And so they turned this story
into a story of conflict.

But it isn't.

It's a story of love.

It has been from day
one and it is now.

- [Reporter] Author Fawn
Weaver first learned

the story while reading an
article in The New York Times.

The story had such
an impact on Weaver

it became an obsession.

She shared her treasure
trove of history

with the president
of the company.

- He looked at
the research room.

He looked at a few
things and he said,

"How do we make it right?"

Immediately.

- The lesson is not
don't tell the story.

The lesson is tell the
story authentically

and then just have
the conversations.

But I want to keep doing it.

I don't think Jack Daniel's
has to be a social commentator

but I do think Jack Daniel's
has permission to tell

its story.

[light piano music]

- This is taken after
the turn of the century

in Lynchburg,
Tennessee. In the South.

It would have been highly
unusual for a company portrait

to be made and an African
American gentleman

to be seated immediately
to the right of the owner.

Jack has no problem with it.

There's still people today

that don't know that Jack
Daniel's was a real person.

There's still people
today that don't know

that Jack Daniel's
is charcoal mellowed.

So it's not hard
for me to imagine

that there are people that
don't know about Nearest Green,

an African American
slave is the person

that Jack worked
side by side with

at the Dan Call still where
he learned to make whiskey.

[light orchestral music]

- Jack and Nearest
were not just friends

but Nearest was Jack's mentor.

You've got to remember,
Jack was the 10th child.

His mother died at
four months old.

He was wet nursed by
the next door neighbor.

This was not a life of glamor.

So once you start stripping
that back and realize

that this kid showed up

at this farm as a
chore boy to do chores

because the life he had
at home was not great

then all of the sudden his
ability to really relate

to Nearest and to see
him as a father figure

or an uncle figure,
it's not that odd,

because you have a kid that
would have just been looking

for love and direction and
he found that in Nearest.

- Here was a young
guy that through part

of the Civil War and
definitely after the end

of the Civil War he was
working side by side

with an African American.

We feel pretty good that this

is probably Nearest's
son, George.

George and Eli, two
of Nearest's sons,

would come to work
with Jack Daniel's

at the Cave Spring Hollow.

- I think that Jack
and Nearest helped

to create something
special here in Lynchburg

because somehow they
didn't recognize color

and in the midst of what was
going on during the Civil War.

Immediately following
the Civil War,

they somehow were able
to create this community

of people in which
everyone was side by side.

This is not your typical
black/white story

out of the South at that time.

These people were family.

[light piano music]

- I think he'd been
proud that the story

was told because it's
the absolute truth.

It's just one more
reason that people

can enjoy Jack Daniel's and
honor what America is about,

which is really working together

and not working
at cross purposes.

- So, this right up here is
where the Dan Call farm is,

where we're turning in where
you see the white picket fence.

This is it right here.

This was actually where
the original still was.

- I've been working
here for 22 years.

There's always been someone
in my family working here.

It goes back to the beginning
to when Jack first started.

I'm the great, great
grandson of Nearest Green.

- My great, great
grandfather, Nearest Green.

This is where he made the
whiskey for Jack Daniel.

As descendants of
his it is an honor.

To tell the truth
means a whole lot.

[light piano music]

- The real truth in Jack
Daniel's is some of those rich,

rich, details in stories
like Nearest Green.

It's hard to remain
dedicated to that

in a time which places
so much importance

on what's new and
what's different instead

of what's lasting and
true and timeless.

The fact that Jack
Daniel's remained unchanged

through Prohibition and world
wars, it's just the real deal.

- [Man] One, two, three, four.

[upbeat rock music]

- [Man] Sydney port here,

Spirit of Hamburg now
entering Botany Bay.

- [Man] Spirit of Hamburg,
Sydney port status understood.

Now entering Botany Bay.

Thank you.

♪ Well there's a little dance ♪

♪ That's going around ♪

♪ Everybody doing it ♪

♪ From the kinfolk down ♪

♪ Don't move your hands ♪

♪ Don't move your feet ♪

♪ Don't move your lips ♪

♪ Just shake your hips ♪

♪ And do the hip shake, baby ♪

♪ Do the hip shake, baby ♪

♪ Do the hip shake, baby ♪

♪ Shake your hips, baby ♪

♪ And I said wheeee ♪

♪ Yeah ♪

♪ Well I met a little girl ♪

♪ In a country town ♪

♪ She said what do you know ♪

♪ Well that's Slim Harpo ♪

♪ Don't move your hands ♪

♪ Don't move your feet ♪

♪ Don't move your lips ♪

♪ Just shake your hips ♪

♪ And do the hip shake, baby ♪

♪ Do the hip shake, baby ♪

♪ Do the hip shake, baby ♪

♪ Shake your hips, baby ♪

♪ All right ♪

♪ Whooo ♪

- This is the good stuff.

[all chattering]

- Oh my Lord.

That is stronger, I'm sure.

Beautiful, beautiful.

This bottle has come all
the way from Tennessee

from the distillery
and it's been signed

by the chief distiller.

And you wait until you taste it.

- Give me two of them.

[laughing]

- [Interviewer] Is
this the Outback?

- Yeah, pretty much, yeah.

You're not middle of nowhere.

You're front door to
the rest of Australia.

- [Interviewer] How would
you describe Tilpa to someone

that's never been here?

- Ah, six people, one pub,
three dogs, one sheep.

- [Interviewer] Is it hard
to get things out here?

- Not really.

You've just got to plan ahead.

- [Interviewer] Do you
think the average person

that walks in here and
asks for a shot of Jack

or a Jack and Coke
appreciates how far it came

or even thinks about how
far it came or cares?

- In general, not
this bottle. Yeah no,

it's just another drink.

Yeah.

- [Interviewer] You
said this is better

than the bottle
you had previously?

- Yeah.

- [Interviewer] Do
you think that's just

because you know what this
particular bottle went through

to get here or do you
really think it's better?

- I really think it's better.

As soon as I cracked it
open and I first poured it

into that first drink I
went oh my God, this is-

- [Interviewer] It's not.

It's the exact same.

- I know it's exactly the same

so maybe it is subconsciously.

- [Interviewer] So is
that somewhat of a proof

that a story behind a drink
might make it taste better

in your mind?

- Yeah I think so.

Yeah.

I've been working in
pubs and clubs most

of my life since I've been
old enough to and you don't,

you just pull the bottle of
the shelf and you pour it.

You don't think, "Oh geez,

somebody has really put
their heart and soul in this.

You don't!

You just drink it.

It's the same as beer.

It's the same as anything.

Well I guess it all had
to start from somewhere.

You just don't think about it.

- [Interviewer] All that made
it taste better to you though?

- Yeah.

Subconsciously obviously.

I might have to have
another bottle to see.

[laughing]

[upbeat rock music]

- [Jeff Arnett] This
whiskey is still Jack's.

He founded the brand and
he did it with a vision

and it's allowed the
brand to survive 150 years

and we just felt honored to
be a part of it for a time.

- [Nelson] Jack
Daniel's whiskey,

it's the whiskiest
whiskey and everything

that that word whiskey means.

- [John Grisham] "If
when you say whiskey

you mean the devil's
brew, the poison scourge,

the bloody monster,
that defiles innocence,

dethrones reason, destroys
the home, creates misery

and poverty, yea,
literally takes the bread

from the mouths of
little children;

if you mean the evil drink

that topples the
Christian man and woman

from the pinnacle of
righteous, gracious living

into the bottomless pit
of degradation and despair

and shame and helplessness
and hopelessness,

then certainly I am against it.

But, if when you say whiskey

you mean the oil of
conversation, the

the ale consumed when
good fellows get together,

that puts laughter in their
heart, a smile on their lips

and a warm glow of
contentment in their eyes;

if you mean Christmas cheer;

if you mean the stimulating
drink that puts a spring

in the old gentleman's step
on a frosty, crispy morning;

if you mean the drink
that enables a man

to magnify his joy and
happiness and to forget,

even for a little while, life's
great tragedies and sorrows;

if you mean the drink,
the sale of which pours

into our treasuries untold
millions of dollars,

which are used to
provide tender care

for our little crippled
children, our blind, our deaf,

our dumb, our pitiful
aged and infirmed

and builds hospitals,
highways and schools,

then certainly I
am in favor of it.

This is my stand.

I will not compromise.

I will not retreat."

[upbeat rock music]

♪ Yeah ♪

♪ Whooo ♪

- It's beautiful.

♪ Whiskey River take my mind ♪

♪ Don't let a
memory torture me ♪

♪ Whiskey River don't run dry ♪

♪ You're all I got
take care of me ♪

♪ Hey ♪

- We're basically following
the Jack Daniel's spring.

This is what makes it
so pure as it filters

through the sand
and the limestone.

No one really knows
where it comes from.

It's just part of the aquifer.

Want me to go a little
slower or are we good?

- [Cameraman] A little
slower would be great.

♪ Whiskey River take my mind ♪

- [Man] Now and ever since
the days when Jack Daniel

made the whiskey, all
the waters actually

come from this cave.

The natural waters
is an important part

of the distilling as it
is the grain and the yeast

and everything else.

There's a lot of up and down
because it's deep water.

It's just not a safe
place for everyone to go.

But it's quiet and it's
clean and I really like it.

♪ I'm drowning in
the Whiskey River ♪

- [Interviewer] All the stuff
you have is from Kentucky?

- Everything, yeah.

Every whiskey that's on the
shelf is a Kentucky thing.

- [Interviewer] What do you
say to someone that comes in

and asks for a shot
of Jack Daniel's?

- Like, "Hey, sorry.
Kentucky bourbon only."

- Um, I don't know.

Kind of as an intruder maybe.

♪ Whiskey River take my mind ♪

- We have one traffic
light in the whole county

and we're headed
to it right now.

So we're going to take a left

and then go into
downtown Lynchburg.

We got Miss Nina's
with chocolates

and fudge that's got
Jack Daniel's in it.

We got Jack Daniel's
ice cream right here

in the ice cream parlor.

So you see how this
is going, don't you?

You've got to eat responsibly.

We're in a dry county.

We don't have a bar
or pub, liquor store,

tavern, liquor by the drink.

You can eat all you want.

- [Interviewer] We
were told that Jack

is the number one selling
whiskey in Scotland?

Do you think that's possible?

- No.

"Overtakes traditional whiskey
as Britain's favorite."

I strongly disagree.

- [Interviewer] We just
found that in the Telegraph.

- Did you?

Wait a minute now,
you don't believe

what you read in the papers.

Come on, guys.

It's modern times.

See if this turns
out to be true.

I will eat my bonnet so long

as it's turned into
chocolate first.

Are you with me?

- [Interviewer] How do
we have to prove it?

What do we have to do?

- That's up to you matey.

The ball's in your court.

- From the day I was
born all my heroes

were drinking whiskey and
mostly it was Jack Daniel's.

I mean name me one fá*áá*áá*g
musician that stood on stage

with a fá*áá*áá*g bottle of gin.

No.

Never seen it.

[upbeat rock music]