Jack Daniel's's Slogans & Taglines

Jack Daniel's is a brand of Tennessee whiskey founded in 1866 by Jasper Newton "Jack" Daniel in Lynchburg, Tennessee, making it the oldest registered distillery in the United States. It is the top-selling American whiskey in the world, with annual sales exceeding 11 million cases. The brand pioneered the Lincoln County Process, filtering whiskey through sugar maple charcoal before aging, and introduced its distinctive square bottle in 1895 to convey integrity and stand out on shelves. The flagship Old No. 7 remains the cornerstone, joined by innovations such as Gentleman Jack, Single Barrel Select, Tennessee Honey, and Tennessee Fire. The brand's slogans evolved from founder Jack Daniel's original mantra "Every day we make it, we'll make it the best we can" to the modern global campaign "Make it Count," launched in 2020 as its first worldwide marketing initiative celebrating bold living. Now owned by Brown-Forman Corporation since 1956, Jack Daniel's continues to be produced in its historic Lynchburg distillery, maintaining a legacy that blends American heritage with global appeal.