Jack Daniel’s Marketing Slave Origins to Attract Millennials
You Don’t Know Jack
July 8, 2016 – The storied American distillery behind the top selling Jack Daniel’s brand celebrated its 150th year with a revelation that might surprise fans of the whiskey. The company’s widely touted origins relate the founder learning his distilling secrets from a wily preacher named Dan Call. Now it seems the unique distilling process may have been taught to Daniel by a man named Nearis Green whom Call had enslaved.
“Some of the earliest prominent Kentucky distillers, like Elijah Craig, Henry McKenna and Jacob Spears, relied on slaves to run their operations.”
“In the 1980s, they aimed at yuppies. I could see them taking it to the next level, to millennials, who dig social justice issues.”
While the company insists there was no concerted effort to conceal the truth behind their product’s creation, they have at least backed away from fully attributing Call with the beverage’s invention.