Jack Daniel’s expands distillery visitor centre

Jack Daniel’s has opened a new barrel house and reconstructed the home of the brand’s former proprietor in celebration of its 150^th anniversary.

The new features of Jack Daniel’s visitor experience were officially opened during a ribbon-cutting ceremony

In January this year, Jack Daniel’s announced a series of events and activities to celebrate the milestone, including a renovation of its Lynchburg distillery and visitor experience.

Unveiled at a ribbon cutting ceremony this week, both Barrel House 1-14 and Motlow House will feature in the distillery’s visitor experience.

Barrel House 1-14, which was originally built in 1938, is now part active barrel house containing maturing Tennessee whisky and part sampling space enclosed by glass pavilions.

The Georgian Motlow House was home to Lem Motlow, proprietor of Jack Daniel’s and nephew to the brand’s namesake – Jack Daniel. Reconstructed according to its original design, the two-storey building will serve as both a social space and archive.

The completion of these projects comes as part of Jack Daniel’s commitment of more than US$240 million to invest in the expansion of its distillery and visitor experience over the last several years.

Jack Daniel’s, owned by Brown-Forman, was first established in 1866 and claims to be the oldest registered distillery in the United States.

“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.”