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Jack Daniel’s Opens Doors to Enhanced Visitor Experience

July 16, 2016 Attraction No Comments Email Email

The Jack Daniel Distillery announced today the official opening of Barrel House 1-14 and the reconstructed Motlow House as part of its 150th Anniversary celebration. facilities will be highlighted aspects of the guest experience in Lynchburg, with the Barrel House now featured as part of the expanded tour offerings.

“In 2016, our 150th year, we anticipate nearly 300,000 guests visiting us in Lynchburg, where every drop of Jack Daniel’s is made,” said Jack Daniel’s Master Distiller Jeff Arnett. “While it’s always our goal to make our whiskey as Jack did – the best that we can – we also want to ensure that our visitor experience is the best one possible. We are fortunate to have this impressive space in which to better understand and appreciate our Tennessee whiskey, and a historic landmark that can now be enjoyed by the most loyal of Jack fans.”

The opening of these buildings was commemorated with a ribbon-cutting ceremony in Lynchburg with special remarks from Governor Haslam, and attended by both members of the Tennessee General Assembly and the greater Lynchburg community. During the ceremony, Gov. Haslam presented a one-of-a-kind glass and wood art piece to Jack Daniel Distillery and Brown-Forman representatives in commemoration of the 150th anniversary celebration. The gift was hand-made by Tennessee artisans and reads, “Jack Daniel Distillery – Bringing Tennessee to the world and the world to Tennessee for 150 years.”

“Jack Daniel’s is a Tennessee tradition born 150 years ago in one of Tennessee’s smallest counties,” said Haslam. “Everywhere I go, I am asked about this globally-recognized brand. Jack Daniel’s has helped bring a little bit of Tennessee to people around the world, and with the opening of these new facilities here in Lynchburg, a lot of people from around the world will now come to experience all the wonder that is Tennessee.”

Barrel House 1-14 was originally built in 1938 as one of many locations at the distillery where whiskey was left to mature in white oak barrels. With the renovation, the building is now part active barrel house and part sampling space. The eastern portion of the building remains active, while further down the central corridor are two glass-enclosed pavilions that will serve as intimate settings for whiskey tasting. The westernmost portion of the building is an open, three-story space that can accommodate additional tour group tastings or large-scale events. Several tour options will conclude in the Barrel House before returning to the Visitor Center.

The Motlow House was home to Lem Motlow, proprietor of Jack Daniel’s and nephew to the brand’s namesake – Jack Daniel. The historic Georgian home had been unfit for visitors in recent years, but with the reconstruction, the house has been reinvented to welcome Jack loyalists, while still retaining its scale and character. Wherever possible, elements of the original structure were utilized, such as window and door frames and other woodwork. In keeping with the original layout, the house includes four rooms with adjoining common areas surrounding a central atrium. A large, two-story-high enclosed porch provides southern views of the distillery. Serving as both a social space and an archive, the refurbished Motlow House will now be home to the Squires’ Room with areas for gatherings and private tastings.

The completion of these projects comes as part of Jack Daniel’s commitment of more than $240 million over the last several years to invest in the expansion of its distillery and visitor experience. Jack Daniel’s is currently a top ten export for the state of Tennessee and is enjoyed in more than 165 countries around the world.

Throughout 2016, Jack Daniel’s is celebrating its milestone anniversary as America’s oldest registered distillery with a global barrel scavenger hunt, a community celebration in October, commemorative 150th Anniversary bottles, and by sharing its history, traditions and values through unique and powerful stories.

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