![]() Known as the “Lincoln County Process,” it requires bourbon to be filtered through maple charcoal and aged in new, charred-oak barrels. In 2013 state law established a legal definition of Tennessee whiskey for the first time. I think there is a lot of room for people learning about the different types of whiskeys and particularly about Tennessee whiskey,” Cutler said. “Awareness of Tennessee whiskey gives me as a distiller and a distillery the opportunity then to help people with their whiskey education. Dickel's for drinking."Ĭlayton Cutler, co-owner of Tenn South Distillery in Lynnville, said music has played a critical role in connecting consumers with whiskey's cultural history. The Tullahoma distillery sponsored Haggard's Ain't Nothin' Better Tour and plastered his face on advertisements that announced, "Water's for teardrops. In the mid-1980s, country legend Merle Haggard inked an endorsement deal with George Dickel. It started, obviously, with Frank Sinatra," Arnett said. "Jack Daniel's has really benefited from the attachment to music and pop culture. Jack Daniel’s now sells Frank Sinatra blends, including the ultra-premium Jack Daniel’s Sinatra Century, which comes with a commemorative gift box and Sinatra CD for $499.99. We emptied our warehouses out and we were on allocation for the next 25 years.” At that point, people had heard about it, were looking for it, so clearly the sales outstripped our ability to produce it. ![]() “Jack Daniel’s sales doubled the next year. “It was like a boom going off,” Jack Daniel's master distiller Jeff Arnett said of Sinatra's declaration. On stage in the 1950s, Sinatra famously proclaimed Jack Daniel’s the “nectar of the gods." Music icon Frank Sinatra is credited with helping to put Jack Daniel’s on the map decades before the Lynchburg-based distilling behemoth was widely known across the globe. "Listening to music while drinking whiskey, the two go hand in hand," Nelson said. In the late 1970s, country artist David Allan Coe sang, "Jack Daniel's if you please knock me to my knees, you're the only friend there's has ever been that didn't do me wrong." The centuries-old Irish traditional song "Whiskey in the Jar" was popularized by rock band Thin Lizzy and later by metal band Metallica. ![]() Countless songs, from traditional folk tunes to blues classics to rock hits, have been written about the brown spirit, which has seen a major resurgence in the past five years. Whiskey and music have long been intertwined. “There’s just potential for huge (sales) bumps after that.” “I think that just having someone that is on such a big stage basically endorsing a certain product, that’s huge,” said Charlie Nelson, co-owner of Nashville-based Nelson’s Green Brier Distillery. ![]() The song quickly shot up Billboard's Hot Country Songs chart, and whiskey distillers are cashing in on the endorsement, intentional or not. Singing the words “You’re as smooth as Tennessee whiskey,” Stapleton performed the song live with pop star Justin Timberlake during the CMA Awards in November. Country singer Chris Stapleton’s reprisal of the classic song "Tennessee Whiskey" wasn't just a game-changer for the rising local star - it also gave an unexpected boost to the state's burgeoning whiskey industry. ![]()
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