What Jack Daniels does

Jack Daniel's is an American whiskey brand founded in 1866 in Lynchburg, Tennessee, and operated as a wholly-owned brand of Brown-Forman Corporation (NYSE: BF.B), the fifth-largest international spirits company globally. Its core production technology is the Tennessee whiskey charcoal mellowing process — whiskey mellowed drop by drop through 10-feet of sugar maple charcoal — combined with maturation in handcrafted barrels and a proprietary sensory-based readiness assessment rather than fixed-time aging. The brand manufactures a broad portfolio spanning core whiskey (Old No. 7, Gentleman Jack), flavored whiskeys (Tennessee Apple, Honey, Fire, Blackberry, seasonal Winter Jack), the Bonded Series (Bonded, Bonded Rye, Bonded Triple Mash meeting Bottled-in-Bond Act standards), a Single Barrel collection, the new Aged Series (10/12/14-year expressions), super-premium Sinatra Select, ready-to-drink collaborations with Coca-Cola, and limited editions including the McLaren Halo MK1 Tennessee Whiskey.

Name

Jack Daniels

Legal name

Jack Daniel's Properties, Inc.

Website

http://www.jackdaniels.com/

Company type

Private

Founded year

1866

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Tennessee Whiskey / Spirits

NAICS

Distilleries (312140), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Distilleries (31214)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

Keywords

• Tennessee whiskey
• Charcoal mellowed whiskey
• Ready-to-drink cocktails
• Premium single barrel whiskey
• Distillery tour experiences

Headquarters

HQ city

Lynchburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Spirits Sales: Primary revenue from selling whiskey products including Old No. 7, Gentleman Jack, flavored whiskeys (Tennessee Apple, Tennessee Honey, Tennessee Fire, Tennessee Blackberry), Single Barrel collections, Bonded Series, and RTD products like Jack Daniel's & Coca-Cola.
2. Distillery Tours and Experiences: Revenue from guided distillery tours (Jack Daniel Distillery Tour $35, All About The Barrel Tour $75, Bonded Tour $55, A Day at Jack $160) and visitor center operations including the White Rabbit Bottle Shop.
3. Merchandise and Apparel: Sales of Jack Daniel's branded merchandise including apparel, glassware, novelties, and accessories through the online store and at the distillery.
4. Buy A Barrel Program: Premium program allowing customers to purchase personal barrels of Jack Daniel's whiskey.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Jack Daniel's distills, matures, bottles, and markets Tennessee whiskey under a proprietary charcoal mellowing process. The flagship product Old No. 7 anchors a portfolio that extends to flavored whiskeys, bonded series, single barrel and aged series expressions, ready-to-drink collaborations with Coca-Cola, limited-edition co-branded products with McLaren Racing, distillery tour experiences, and branded merchandise. Products are sold through global retail/wholesale, the company's own e-commerce site, and its Lynchburg, Tennessee Visitor Center and White Rabbit Bottle Shop.

Product overview

Jack Daniel's is a Tennessee whiskey distillery offering a diverse portfolio centered on its flagship Old No. 7 brand. The product line includes core whiskey (Old No. 7, Gentleman Jack), flavored whiskeys (Tennessee Apple, Honey, Fire, Blackberry, Winter Jack seasonal), bonded whiskeys (Bonded, Bonded Rye, Bonded Triple Mash), premium single barrel expressions (Select, Barrel Proof, Barrel Strength, 100 Proof, Rye, Heritage Barrel), aged series expressions (10, 12, 14 Year), super premium (Sinatra Select), ready-to-drink collaborations with Coca-Cola, and limited edition McLaren Formula 1 partnership products. The company also operates distillery tour experiences and the Tennessee Squire membership program for brand enthusiasts.

Differentiator

Problem solved

Functional benefit

Brands

• Tennessee Squires: An exclusive loyalty association established in 1956 for dedicated Jack Daniel's enthusiasts, offering honorary land ownership at the distillery in Lynchburg, Tennessee.

Products and services

• Old No. 7 Tennessee Whiskey Jack Daniel's flagship Tennessee whiskey, charcoal mellowed drop by drop through 10-feet of sugar maple charcoal and matured in handcrafted barrels. Known for its balance of sweet and oaky flavor with dried fruits, oak, and delicate spiciness; targeted at adult whiskey consumers.
• Gentleman Jack Double-mellowed Tennessee whiskey inspired by the founder; delivers exceptional smoothness and balance for special occasions.
• Jack Daniel's Bonded 100 proof Tennessee whiskey meeting Bottled-in-Bond Act standards — produced in one distillation season, by one distiller at one distillery, aged at least four years in federally bonded warehouse.
• Single Barrel Select Signature single barrel offering where each bottle is unique to the barrel it was born in, with varying oak and sweet notes.
• Sinatra Select Bold, smooth, classic super-premium expression honoring Frank Sinatra, marketed as 'Bold. Smooth. Classic.'
• Jack Daniel's Aged Series (10, 12, 14 Year) Age-stated limited-edition whiskeys celebrating modern day Jack Daniel's craftsmanship while honoring history, with price points $90 (10-Year), $100 (12-Year), and $150 (14-Year Batch 2).
• Jack Daniel's & Coca-Cola RTD Pre-mixed RTD cocktail combining Jack Daniel's Tennessee Whiskey with Coca-Cola at 5% ABV, distributed through Coca-Cola's beverage network; targeted at consumers seeking convenient, portable whiskey cocktails.
• Tennessee Honey Tennessee whiskey with honey sweetness, described as 'A little bit of honey, a whole lot of Jack,' marketed to flavored whiskey consumers.
• Tennessee Apple Tennessee whiskey enhanced with crisp apple notes, marketed as 'Jack to the Core.'
• Tennessee Fire Spiced cinnamon whiskey with a warm cinnamon finish, described as 'Bold like Jack.'
• Tennessee Blackberry Tennessee whiskey with blackberry flavor, marketed as 'The only blackberry bursting with Jack.'
• Jack Daniel's x McLaren Halo MK1 Tennessee Whiskey Limited-edition collaboration whiskey with McLaren Mastercard Formula 1 Team at 58.7% ABV (117.4 proof), inspired by McLaren Racing's innovation; sweet maple, caramel, chocolate, and barrel spice notes.
• Distillery Tour Experiences Guided distillery tour experiences at Lynchburg, Tennessee priced from $35 to $160 per person, including whiskey sampling and Southern dining at Miss Mary Bobo's Restaurant.
• Tennessee Squire Association Membership Exclusive membership program established in 1956 for dedicated brand enthusiasts, offering honorary one-square-inch land ownership at the distillery, exclusive communications, special event access, and personalized experiences.

Quantifiable outcome

• Third-best-selling liquor brand in US with over 14 million bottles sold in 2025
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• McLaren RacingcoreStrategic or Co-development Partner · 1 January 2025Jack Daniel's and McLaren Racing partnership enters third year in 2025, creating special edition bottles, themed events, and programs for race fans globally. The collaboration produced the Halo MK1 Tennessee Whiskey (58.7% ABV/117.4 proof), inspired by McLaren's racing innovation with premium liquid matured in open-air aged barrel staves.
• Armed Services YMCA (ASYMCA)flagshipStrategic or Co-development Partner · 1 January 2011Jack Daniel's and ASYMCA partnership for 'Operation Ride Home' helping service members and their families travel home for the holidays. Entering 15th year in 2025, the program has enabled 14,361 service members to travel since 2011, with Jack Daniel's increasing its annual donation.
• Coca-ColacoreGTM or Marketing PartnerJack Daniel's & Coca-Cola collaboration producing RTD (ready-to-drink) products including Jack Daniel's & Coca-Cola (original and zero sugar variants) and Jack Daniel's & Coca-Cola Cherry. The partnership leverages Coca-Cola's extensive distribution network for global RTD sales.
• Old Dominick DistilleryminorStrategic or Co-development PartnerJack Daniel's and Old Dominick distilleries partnered with Memphis restaurants to launch the Cork to Fork Culinary Trail, featuring spirit-infused dishes at participating establishments including Kooky Canuck, Amelia Gene's, and Capriccio Grill.
• Cvent / Nashville Convention & Visitors CorpminorGTM or Marketing PartnerJack Daniel's co-hosting Cvent CONNECT 2026 (July 13-16 in Nashville) with Nashville Convention & Visitors Corp, featuring industry panels with leaders from Country Music Association and Jack Daniel's, along with street concerts on Lower Broadway.
• Tennessee Squire AssociationflagshipChannel Partner/ Reseller/ DistributorEstablished in 1956, the Tennessee Squire Association engages Jack Daniel's most dedicated fans as honorary landowners with one-square-inch plots at the distillery. Members receive exclusive communications, access to events like the World Championship BBQ, and the private Squire Room. Nomination required from existing Squire or Jack Daniel employee.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Diageo plc: Diageo is the world's largest spirits company and parent of Bulleit, Johnnie Walker, Crown Royal, and Casamigos, competing broadly with Brown-Forman's portfolio including Jack Daniel's across all categories, channels, and geographies.

Direct peers

• Jameson (Pernod Ricard): Jameson is the world's best-selling Irish whiskey and the most direct global mass-market whiskey competitor to Jack Daniel's, sharing target consumers, on-premise placement, and RTD expansion strategy.
• Heaven Hill Distilleries: Heaven Hill is a major American whiskey producer spanning Evan Williams, Elijah Craig, Henry McKenna, and other bourbon brands that compete across every price tier where Jack Daniel's is present.
• Maker's Mark (Beam Suntory): Maker's Mark competes in the same mass-premium American whiskey category as Jack Daniel's with a distinctive production signature (red wax dip). Explicitly cited as a competitor Jack Daniel's surpasses in 2025 domestic sales.
• Bulleit Bourbon (Diageo): Bulleit is a frontier-style whiskey brand owned by Diageo with a high-rye mashbill, competing head-to-head with Jack Daniel's in on-premise and premium off-premise channels. Comparable in distribution footprint and consumer demographic.
• Buffalo Trace Distillery: Buffalo Trace is a craft-style large American whiskey producer with cult-status allocated releases (Pappy Van Winkle, Eagle Rare, Blanton's) competing for the enthusiast and collector occasions that Jack Daniel's Aged Series and Halo MK1 target.
• Wild Turkey (Campari Group): Wild Turkey is a Kentucky straight bourbon producer competing across mass and premium tiers with Jack Daniel's, including age-stated expressions (Rare Breed, Russel’s Reserve) that compete with Jack Daniel's Aged Series.
• Woodford Reserve (Brown-Forman): Woodford Reserve is Brown-Forman's premium Kentucky bourbon sibling brand to Jack Daniel's, sharing parent distribution and competing directly in the super-premium American whiskey segment. Co-marketed alongside Jack Daniel's in India and other growth markets.
• Four Roses (Kirin Holdings): Four Roses is a Kentucky straight bourbon producer owned by Kirin, with a comparable single-barrel and small-batch portfolio competing for the same super-premium occasion as Jack Daniel's Single Barrel collection.
• Jim Beam (Beam Suntory): Jim Beam is the most directly comparable American whiskey brand: mass-market Kentucky bourbon competing head-to-head with Old No. 7 on shelf, on-premise, and global export markets. Named as a direct competitor in Jack Daniel's scale data (surpassed Jim Beam in 2025 bottle sales).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/jackdaniels_us
• YouTubeyoutube.com/user/JackDaniels
• Facebookfacebook.com/jackdaniels
• Instagraminstagram.com/JackDaniels_US
• Pinterestpinterest.com/jackdanielsus
• LinkedInlinkedin.com/company/jack-daniel-distillery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jack Daniels