Jack Daniel's, founded in 1866 by Jasper Newton "Jack" Daniel in Lynchburg, Tennessee, is one of the best-known whisky brands in the world. The distillery is still located at its original site in Lynchburg, a small town in Moore County known for its historical significance and picturesque landscape. The brand's Tennessee whiskey is made from high-quality Swedish wheat and pure water from the distillery's own limestone spring and undergoes the unique "Charcoal Mellowing" process, which gives it its characteristic mildness and purity.

Jack Daniel's is committed to sustainability and social responsibility, embracing environmentally friendly practices and supporting local communities. The distillery itself is a major landmark and attracts thousands of visitors every year who are given an insight into the traditional whisky-making process and the history of the brand.

Launched in 2012, the Jack Daniel's White Rabbit Saloon was created to commemorate the 120th anniversary of the original White Rabbit Saloon in Lynchburg. Founded in 1892, the saloon was the first bar to serve Jack Daniel's Tennessee Whiskey. Both the White Rabbit Saloon and the Red Dog Saloon, which also has a whiskey dedicated to it, were opened by Jack Daniel himself. The White Rabbit Saloon was closed in 1909 as a result of Prohibition in Tennessee.