La historia de una marca , que este año, celebra su siglo y medio de vida. En la nota, detalles de sus orígenes , en Tennessee, su evolución a lo largo de los años, y su eterno vínculo con la música y los Rolling Stones
La historia de la marca desde su nacimiento en Lynchburg, Tennessee, en 1866
Los orígenes de Jack Daniel’s , se remontan a Lynchburg, Tennessee, a mediados del siglo XIX. Jasper Newton "Jack" Daniel , era el menor de diez hijos , del matrimonio entre Lucinda Cook y Calaway Daniel. De acuerdo con el archivo, de la biblioteca estatal de Tennessee, su fecha de nacimiento es el 5 de septiembre de 1846. Sin embargo, existen otras fuentes, que afirman que nació en 1949. En las venas de Jack , corría sangre de diversas partes , del las islas británicas. Su abuelo, Joseph "Job" Daniel, había emigrado de Gales, a principios de siglo; estaba casado con una mujer de Escocia. Además, tenía antepasados escoceses e irlandeses.
En 1866, Jack decidió abrir su propia destilería y la bautizó como The Jack Daniel’s Distillery. Su éxito fue casi inmediato, y conquistó el paladar del público. En 1884, Jack abrió su famosa destilería : Cave Spring Hollow, ubicada en Lynchburg, Tennessee. De esta caverna emergían 800 galones de agua por minuto desde debajo de la superficie, que provenían de un manantial que se destacaba por su pureza. La falta de sedimentos, es la característica diferencial a Jack Daniel’s frente a sus competidores. Jack había comprado la propiedad, donde estaba la caverna en 2.148 dólares, cifra que para ese entonces representaba una fortuna.
El origen del famoso “Old No. 7”, que las botellas de Jack Daniel’s llevan en su botella , es que el 7 era el número otorgado, por el gobierno a su destilería. Posteriormente, el estado , modificó este nomenclatura y Jack Daniel’s pasó a ser :la número 16 del distrito 5, en lugar de ser : la número 7 del distrito 4. Sin embargo, la compañía siguió utilizando el “Old No. 7” como marca, ya que contaba con una reputación muy consolidada.
Jack nunca se casó, ni tampoco tuvo hijos. Sin embargo, siempre mantuvo a sus sobrinos , bajo su protección. Entre ellos se destacó Lemuel "Lem" Motlow, que se encargaba de la contabilidad de la destilería. En 1906, Jack sufrió un accidente en uno de sus pies, lo que provocó que le dejara la destilería a Lem, un año más tarde. Jack nunca pudo recuperarse de la lesión, que empeoró con el tiempo, y fue la causa de su muerte en 1911.
La vida después de Jack
Luego de la muerte de Jack, Lem Motlow y su hermano menor Jess´, quedaron al frente de la compañía. Lem era el encargado de los negocios mientras , que Jess se ocupaba de la destilería, y llevaba el cargo de “master distiller”. Juntos enfrentaron dos grandes retos: la prohibición alcohólica y la Gran Depresión económica.
En 1910, el estado de Tennessee , aprobó una ley que prohibía la destilación alcohólica, determinación que anulaba la producción legal de Jack Daniel’s. Tras un par de apelaciones, la compañía se vio obligada , a mudar sus procesos de producción a Saint Louis, Cincinnati y Birmingham. Los problemas continuaron , ya que al poco tiempo en Alabama, estado donde se encontraba la destilería de Birmingham, comenzó a correr una ley similar de prohibición , que se extendió a nivel nacional en 1920. La compañía , tuvo que enfrentar momentos extremadamente conflictivos, que se potenciaron con la crisis financiera , de la década de 1930. Sin embargo, en 1933 se anuló la ley nacional , y Jack Daniel’s pudo volver a operar con normalidad, si bien la ordenanza se mantuvo en Tennessee, y la destilería recién pudo reabrir sus puertas en 1938.
En 1941, Lem Tolley, uno de los sobrinos nietos de Jack, remplazó a Jess Motlow, en el cargo de master distiller. Durante 1942 y 1946, la compañía tuvo que suspender nuevamente sus operaciones, debido a que el gobierno de Estados Unidos, prohibió la producción de whisky , a causa de la Segunda Guerra Mundial. En 1947, una vez culminado el conflicto bélico, Jack Daniel’s reanudó sus actividades.
Ese mismo año, la marca tuvo su primer gran encuentro, con la música. Frank Sinatra, quien para aquel entonces, ya era muy popular, se encontraba en un bar de Nueva York, indeciso por qué trago beber. El conductor de TV Jackie Gleason, le hizo una sugerencia, entonando la siguiente frase: “Jack Daniel’s. That’s a good place to start”. Desde entonces, Sinatra se enamoraría de este whisky. El músico comenzó a proclamar, a favor de la marca y en muchos de sus recitales podía verse un Jack Daniel’s, en la base de su micrófono.
Según cuenta el mito, cuando Sinatra falleció en 1998, fue enterrado junto a una botella de Jack Daniel’s. Dean Martin, un famoso actor y cantante estadounidense de los 50, escribió la frase “I love Vegas like Sinatra loves Jack Daniel’s” en su canción “I Love Vegas”.
Durante la primera mitad de la década de 1950, la compañía concentró sus esfuerzos de comunicación, bajo el concepto “You ought to taste Jack Daniel’s”. Sus piezas publicitarias, se basaban en mostrar al whisky , como una bebida para ser disfrutada en eventos sociales. Una de sus campañas más reconocidas de la época, funcionó bajo el claim “Man to man, the good word gets around”.
Jack Daniel’s y el rock´n Rolling Stones
El destino de la marca , cambiaría para siempre en 1956. Jack Daniel’s fue adquirida por Brown-Forman Corporation, que para que aquella época , ya era una gran corporación. En su cartera de productos, contaba con el whisky Old Forester y otras bebidas blancas de renombre.
En 1964, Jess Gamble se convirtió , en el cuarto master distiller de Jack Daniel’s, el primero en no pertenecer a la familia del fundador. Este periodo , fue un tanto dificultoso para la compañía , y Gamble duró tan solo dos años en su cargo.
Un periodista contemporáneo , de una revista de Nashville, la definió de la siguiente manera: “Con una sofisticación contradictoria, estos avisos llaman la atención, como una vieja fotografía de Abraham Lincoln”.
Gamble fue reemplazado, por Frank Bobo en 1966. Su gestión se basó en que Jack Daniel’s , dejará de ser un simple whisky , del sur de Estados Unidos, para convertirse en una marca mundialmente reconocida. Bajo sus directivas, Jack Daniel’s llegó a ser , sinónimo de guitarras eléctricas y aumentó su consumo en nuevos targets.
A mediados de los 60 comenzó la invasión del rock británico en Estados Unidos, con numerosas bandas que cruzaban el océano para conquistar al público con sus pegadizas melodías. En muy poco tiempo, The Rolling Stones, y otras bandas británicas , se convirtieron en el ritmo de moda. En sus giras, las bandas no solo adoptaron la pasión estadounidense por el blues, sino también por el auténtico whisky estadounidense , simbolizado en Jack Daniel’s.
Curiosamente fueron dos bandas inglesas las que, a nombre del rock, le declararon su amor a JD: Led Zepellin y Rolling Stones. Ambas tachadas en su momento, de oscuras y satánicas, hallaron en el concepto Jack Daniel’s la identidad ruda, misteriosa y mística , que los separaría de los conceptos del hippismo , con los que no comulgaban. A ellos no les interesaba ningún movimiento social o salvar al mundo, sino sus propias y pretenciosas existencias de rockstars, rodeados de drogas, mujeres, alcohol y abrigos de piel , como de señora millonaria. Justo era el espíritu setentero de desencanto por tantas promesas incumplidas desde el poder, pero también hacia adentro, de los mismos movimientos musicales redentores. “En San Francisco nadie quería expandir su conciencia, sino drogarse como fuera”
Jack Daniel’s también tuvo sus primeras apariciones, en el cine. En 1978, en la película Animal House , el personaje interpretado por John Belushi, toma de una botella de la marca. En una escena de Dawn Of The Dead, película de George A. Romero , de 1978, varios de sus protagonistas , se emborrachan con un Jack Daniel’s.
La modernización de la marca
En 1988, comenzaría una nueva era para Jack Daniel’s, cuando Jimmy Bedford , se convirtió en el nuevo master distiller. Bedford contaba con la particularidad , de haber nacido en Lychburg, Tennessee, la misma ciudad donde se originó el Jack Daniel’s. En base al éxito , que había logrado su antecesor , en las dos décadas anteriores, sus esfuerzos se basaron , en la innovación y modernización de la marca.
Otro de los objetivos de la marca, fue acercarse a las barbacoas estadounidenses , y todo el ritual, que rodea la cocción de la carne. En 1989 se desarrolló la primera edición del : “Jack Daniel’s World Championship Invitational Barbecue”, en Lynchburg.
En 1990 se festejaron los 125 años de Jack Daniel’s, con una campaña publicitaria, que buscaba resaltar , las raíces de la compañía. Entre otras acciones, se lanzó una botella especial , que recreaba la primera presentación de la marca de 1866. El relanzamiento de antiguas botellas, y la creación nuevos packagings , continuó en los siguientes años: “1895 Replica” (1992), “Barrelhouse No. 1” (1994), “Tennessee Bicentennial” (1996) y “Jack Daniel’s Monogram” (1998).
En 1997, Jack Daniel’s dio a conocer, una nueva variedad de whisky titulada “Single Barrel Select”, que era aún más costosa , que el “Gentleman Jack” y es un clásico vigente hasta nuestros días.
La recta final hacia los 150 años
El comienzo del nuevo milenio , mostró a Jack Daniel’s en una etapa, muy madura como marca. Su vínculo con la música, era algo casi natural , y la bebida tenía fanáticos en todo el planeta.
La agencia Arnnold Worldwide, estuvo al frente, de gran parte de la creatividad publicitaria de Jack Daniel’s, en esta década
.
En 2003, la agencia desarrolló una campaña muy simple, a nivel gráfico pero con titulares , que resaltaban el espíritu de la marca. Algunas de las frases que podían leer eran: “The next best thing to a backstage pass” o “How the good days earned their reputation”. Un año más tarde, apareció una nueva campaña, con una estética en blanco y negro, que parecía extraída de los 50 o 60. La misma contó con bromas muy sencillas, con titulares como “Paris got fashion, we got whisky”.
A mediados de la década, Jack Daniel’s comenzó a interesarse por el automovilismo. En 2005, selló un acuerdo , para patrocinar al equipo Richard Childress Racing de NASCAR, vínculo que duró hasta 2009. La estrategia fue imitada en Australia, patrocinando a dos equipos de Supercars Championship, entre 2006 y 2015.
En 2008, Jeff Arnett se convirtió , en el nuevo master distiller de la compañía, remplazando a Jimmy Bedford, quien ocupó el cargo, por 25 años. Arnett conserva su posición , hasta nuestros días. Uno de sus primeros objetivos , fue comenzar a ampliar, la línea de productos de la marca. En 2011, se introdujo la variedad “Jack Daniel’s Tennessee Honey”, que tal como su nombre lo indica, contiene agregados de miel. En 2015, apareció el “Jack Daniel’s Tennessee Fire”, cuenta con un sabor más fuerte, y una gran presencia de canela. Ese mismo año, también vio la luz el “Single Barrel Rye”.
Este año Jack Daniel’s , celebra sus 150 años de vida, para lo cual ya lanzó , una edición especial de aniversario y desarrolló campañas conmemorativas , en diversas partes del planeta.
Un siglo y medio de vida, que demuestran que a Jack Daniel’s el añejamiento le sienta cada vez mejor , como a nosotros : The Rolling Stones
colaboró en Estadistica : "Shine Line", Gracias!
Jack Daniel's : 150 Years of Whiskey, Tradition and Rock'n Rolling Stones
The history of a brand, which this year celebrates its century and a half. In the note, details of its origins in Tennessee, its evolution over
the years, and its eternal bond with music and the Rolling StonesAlthough
each musical genre or particular artist has its relation with some
drink or narcotic, there is no more fruitful one, than the one
celebrated between the most famous liqueur, made in the United States,
and the band, bigger of the planet, The Rolling Stones and others Bands of music in general. Here details of the sacred union.
The history of the brand since its birth in Lynchburg, Tennessee, in 1866
The origins of Jack Daniel's, date back to Lynchburg, Tennessee, in the mid-nineteenth century. Jasper Newton "Jack" Daniel, was the youngest of ten children, from the marriage between Lucinda Cook and Danielway Calaway. According to the archive of the Tennessee State Library, his date of birth is September 5, 1846. However, there are other sources, who claim that he was born in 1949. In Jack's veins, blood was flowing from various parts , Of the British Isles. His grandfather, Joseph "Job" Daniel, had emigrated from Wales, at the beginning of the century; Was married to a woman from Scotland. It also had Scottish and Irish ancestors.
Before his first year of life, Jack's mother died. Her father remarried, and had three other children. Soon after, he died in the Civil War, so Jack finished raising in an orphanage. In his teens, a priest named Dan Call, began to take Jack, to a distillery. From the outset, Jack had great interest in this industry, and began to be known as "Call's Master Distiller". Among other things, he learned with great precision, the Lincoln County Process, also known as charcoal mellowing.
In 1866, Jack decided to open his own distillery and baptized it like The Jack Daniel's Distillery. His success was almost immediate, and conquered the public's palate. In 1884, Jack opened his famous distillery: Cave Spring Hollow, located in Lynchburg, Tennessee. From this cavern there emerged 800 gallons of water per minute from below the surface, which came from a spring that stood out for its purity. The lack of sediment, is the characteristic differential to Jack Daniel's in front of its competitors. Jack had bought the property, where the cave was $ 2,148, a figure that by then was a fortune.
The origin of the famous "Old No. 7", which Jack Daniel's bottles carry in their bottle, is that 7 was the number awarded, by the government to their distillery. Later, the state modified this nomenclature and Jack Daniel's happened to be: the number 16 of district 5, instead of being: number 7 of district 4. However, the company continued to use the "Old No. 7" as a brand , Since it had a very consolidated reputation.In the early twentieth century, the popularity of Jack Daniel's was already very important. But his fame increased when he received the "finest whiskey" gold medal at the 1904 Saint Louis World's Fair. This convention aimed to showcase the latest innovations in science and technology across the globe. When the event began, Jack Daniel's was not the favorite, to win the prize among the 24 candidates involved, but his quality and personality of Jack, were decisive to win the award. Once the event was over, Jack returned to Tennessee and was greeted with multiple business proposals. In this world fair, also presented, the emblematic game of the amusement parks known, as "around the world" and the "hot dogs" as they are offered today.
Jack never married, nor did he have children. However, he always kept his nephews, under his protection. Among them was Lemuel "Lem" Motlow, who was in charge of accounting for the distillery. In 1906, Jack suffered an accident on one of his feet, which caused him to leave the distillery to Lem a year later. Jack could never recover from the injury, which worsened over time, and was the cause of his death in 1911.
Life After Jack
After Jack's death, Lem Motlow and his younger brother Jess, were in charge of the company. Lem was in charge of business while Jess was handling the distillery, and held the position of "master distiller." Together they faced two great challenges: the alcohol prohibition and the Great Economic Depression.
In 1910, the state of Tennessee passed a law prohibiting alcohol distillation, a determination that annulled Jack Daniel's legal production. After a couple of appeals, the company was forced, to shift its production processes to Saint Louis, Cincinnati and Birmingham. The problems continued, as soon after in Alabama, where the Birmingham distillery was located, a similar law of prohibition, that extended nationwide in 1920, began to run. The company had to face extremely conflicting moments, which Were boosted by the financial crisis of the 1930s. However, in 1933 the national law was annulled, and Jack Daniel's was able to resume normal operations, although the ordinance remained in Tennessee, and the distillery was only able to reopen its Doors in 1938.
In 1941, Lem Tolley, one of Jack's nephews grandchildren, replaced Jess Motlow in the position of master distiller. During 1942 and 1946, the company had to suspend its operations again, because the United States government prohibited the production of whiskey, because of World War II. In 1947, once the war ended, Jack Daniel's resumed his activities.
That same year, the brand had its first great encounter, with music. Frank Sinatra, who by then was already very popular, was in a bar in New York, undecided why I bring drink. The TV driver Jackie Gleason, made a suggestion, chanting the following phrase: "Jack Daniel's. That's a good place to start. " Since then, Sinatra would fall in love with this whiskey. The musician began to proclaim, in favor of the brand and in many of
his recitals could see a Jack Daniel's, at the base of his microphone.
According to the myth, when Sinatra passed away in 1998, he was buried next to a bottle of Jack Daniel's. Dean Martin, a famous American actor and singer of the 50, wrote the phrase "I love Vegas like Sinatra loves Jack Daniel's" in his song "I Love Vegas".
During the first half of the 1950s, the company concentrated its communication efforts, under the concept "You ought to taste Jack Daniel's". Their advertising pieces, were based on showing the whiskey, like a drink to be enjoyed in social events. One of its most recognized campaigns of the time, worked under the claim "Man to man, the good word gets around".
Jack Daniel's and rock´n Rolling Stones
The
fate of the brand would change forever in 1956. Jack Daniel's was
acquired by Brown-Forman Corporation, which by then was already a large
corporation. In its portfolio of products, it had the Old Forester whiskey and other white drinks of renown.
In 1964, Jess Gamble became Jack Daniel's fourth master distiller, the first not to be part of the founder's family. This period was a bit difficult for the company, and Gamble lasted only two years in his position.One of the most significant achievements of his management was an
advertising campaign, which helped form Jack Daniel's iconic "black and
white" brand.
A contemporary journalist from a Nashville magazine called it "In a contradictory sophistication, these notices attract attention, like an old photograph of Abraham Lincoln."
Gamble was replaced by Frank Bobo in 1966. His management was based on that Jack Daniel's, will stop being a simple whiskey, of the South of the United States, to become a recognized world-wide mark. Under his directives, Jack Daniel's became synonymous with electric guitars and increased its consumption in new targets.
In the mid-1960s began the invasion of British rock in the United States, with numerous bands that crossed the ocean to conquer the public with their catchy melodies. In a very short time, The Rolling Stones, and other British bands, became the rhythm of fashion. In their tours, the bands not only adopted the American passion for the blues, but also for the authentic American whiskey, symbolized in Jack Daniel's.
Curiously, it was two English bands that, on behalf of the rock, declared their love to JD: Led Zepellin and Rolling Stones. Both
of them, obscure and satanic, found in the Jack Daniel's concept the
rude, mysterious and mystical identity that would separate them from the
concepts of hippism, with which they did not receive communion. They
were not interested in any social movement or save the world, but their
own pretentious stock of rockstars, surrounded by drugs, women, alcohol
and fur coats, like millionaire lady. It was just
the seventies spirit of disenchantment with so many unfulfilled
promises from power, but also from within, of the same redemptive
musical movements. "In San Francisco no one wanted to expand their conscience, but to get high on drugs"
Jack Daniel's also had his first appearances, in the movies. In 1978, in the film Animal House, the personage interpreted by John Belushi, takes of a bottle of the mark. In a scene from Dawn Of The Dead, movie of George A. Romero, 1978, several of its protagonists, get drunk with a Jack Daniel's.
The modernization of the brandIn 1988, a new era would begin for Jack Daniel's, when Jimmy Bedford became the new master distiller. Bedford had the peculiarity of being born in Lychburg, Tennessee, the same city where Jack Daniel's originated. Based on the success achieved by his predecessor in the previous two decades, his efforts were based on innovation and modernization of the brand.
Within a few months of assuming, Bedford threw "Gentleman Jack" whiskey, more expensive than the traditional Jack Daniel's. The same, is available, until today, and is characterized by being softer, with some caramel and vanilla.
Another goal of the brand, was to approach American barbecues, and all the ritual, which surrounds the cooking of the meat. In 1989 the first edition of "Jack Daniel's World Championship Invitational Barbecue" was held in Lynchburg.
In 1990 Jack Daniel's 125 years were celebrated, with an advertising campaign, which sought to emphasize, the roots of the company. Among other actions, a special bottle was launched, which recreated the first presentation of the 1866 brand. The relaunch of old bottles, and the creation of new packagings, continued in the following years: "1895 Replica" (1992), "Barrelhouse No , "Tennessee Bicentennial" (1996) and "Jack Daniel's Monogram" (1998).
In 1997, Jack Daniel's unveiled a new variety of whiskey titled "Single Barrel Select", which was even more expensive, than the "Gentleman Jack" and is a classic in force to this day.
In 1990 Jack Daniel's 125 years were celebrated, with an advertising campaign, which sought to emphasize, the roots of the company. Among other actions, a special bottle was launched, which recreated the first presentation of the 1866 brand. The relaunch of old bottles, and the creation of new packagings, continued in the following years: "1895 Replica" (1992), "Barrelhouse No , "Tennessee Bicentennial" (1996) and "Jack Daniel's Monogram" (1998).
In 1997, Jack Daniel's unveiled a new variety of whiskey titled "Single Barrel Select", which was even more expensive, than the "Gentleman Jack" and is a classic in force to this day.
The final stretch to 150 years
The beginning of the new millennium, showed Jack Daniel's in a stage, very mature as a brand. His link to music was something almost natural, and the drink had fans all over the planet.The Arnnold Worldwide agency was in charge of much of Jack Daniel's advertising creativity in this decade..
In 2003, the agency developed a very simple campaign, at the graphic level but with headlines, which highlighted the spirit of the brand. Some of the phrases they could read were: "The next best thing to backstage pass" or "How the good days earned their reputation". A year later, a new campaign appeared, with an aesthetic in black and white, that seemed extracted of the 50 or 60. The same one counted on very simple jokes, with holders like "Paris got fashion, we got whiskey".
By the middle of the decade, Jack Daniel's became interested in motorsports. In 2005, he signed an agreement to sponsor NASCAR's Richard Childress Racing team, which lasted until 2009. The strategy was replicated in Australia, sponsoring two Supercars Championship teams between 2006 and 2015.
In 2008, Jeff Arnett became the company's newest distiller, replacing Jimmy Bedford, who held the position, for 25 years. Arnett retains his position, to this day. One of its first objectives, was to begin to expand, the brand's product line. In 2011, the "Jack Daniel's Tennessee Honey" variety was introduced, which as its name implies, contains honey aggregates. In 2015, "Jack Daniel's Tennessee Fire" appeared, has a stronger flavor, and a large presence of cinnamon. That same year also saw the light "Single Barrel Rye".
This year Jack Daniel's celebrates its 150th anniversary, for which it has already launched a special anniversary edition and has developed commemorative campaigns in various parts of the world.A century and a half of life, which show that Jack Daniel's aging is feeling better, as we: The Rolling Stones
Collaborated in Statistics: "Shine Line", Thanks!
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