Meet Jasper Newton Daniel, Founder of Jack Daniel’s Tennessee Whiskey

Jack Daniel's is synonymous with American whiskey, recognized and enjoyed in nearly every corner of the globe. You'll find it in bars and restaurants from Paris to Beijing, a staple on shelves and a familiar taste to millions. Despite its fame, however, the actual man it’s named after remains a figure shrouded in mystery. This is the story of Jasper Newton “Jack” Daniel, the founder of Jack Daniel’s.

The Early Life Of Jack Daniel

The exact year of Daniel's birth is unknown; estimates range between 1846 and 1850. The youngest of 10 children, Daniel’s mother died when he was a toddler. According to some accounts, he ran away from home as a boy when his father remarried. At some point in his youth he was taken in by Reverend Dan Call, a local preacher and businessman who owned a small distillery on his property in Lynchburg, Tennessee.

It was at Call’s distillery that Daniel came under the tutelage of Nathan Green, a central figure in the history of American whiskey making. Known as America’s first black master distiller, Green helped develop the Lincoln County Process, wherein whiskey is filtered through charcoaled maple wood before aging. Green, often referred to as "Uncle Nearest," hence the whiskey brand named after him, became Jack's mentor, teaching him the art of distilling.

The Founding Of Jack Daniel’s Distillery

Following the Civil War, Jack Daniel established his own distillery near Lynchburg, Tennessee, choosing a location with a pure, iron-free spring – a crucial ingredient for crafting premium whiskey. According to the brand, Daniel’s opened his distillery in 1866, making it the first registered distillery in the United States and cementing its place in whiskey history. Other sources, however, assert he didn’t open his distillery until 1875, which would seem to make more sense considering his age.

The origin of Jack Daniel's iconic "Old No. 7" label also remains a topic of speculation. One version of the story suggests it was a reference to the distillery's registration number. Another theory posits that Daniel thought 7 his lucky number. While the truth has yet to be ascertained, Old No. 7 remains a nickname for the brand to this day.

With Green as his Master Distiller, the Jack Daniel Distillery saw early success thanks to a dedication to quality and the use of the Lincoln County Process. The sweet mellow character this technique imparted on Daniel’s whiskey set it apart from Kentucky bourbon and northeastern rye and the brand’s use of the process made it ubiquitous with Tennessee whiskey. In 2013, the Lincoln County Process became a legal requirement to qualify as Tennessee whiskey.

Jack Daniel’s Later Years

With its distinctive flavor profile and square bottles, Jack Daniel’s Tennessee whiskey grew in popularity beyond its homestate. According to the brand, Daniel felt the bottles themselves symbolized integrity, or in his words, "A square bottle for a square shooter." The brand’s national profile expanded further after it received the gold medal for the finest whiskey at the 1904 St. Louis World's Fair.

Legend has it that the 5’2” Tennessean was a ladies’ man, who enjoyed the company of young women. Perhaps because of this, he never married and had no children. In 1907, suffering from ill health, he passed control of the distillery to his trusted nephew Lemuel "Lem" Motlow.

Jack Daniel died in October 1911, when he was in his early 60s. Once again, the circumstances of his death are the subject of debate. One story says he kicked a safe in frustration after forgetting the combination, which led to an infection in his toe which turned fatal. Biographer Peter Krass, however, says that while the kicking incident did occur, Daniel died years later from an unrelated case of gangrene.

The Legacy Of Jack Daniel

In the decades that followed, Jack Daniel’s transitioned from a regional product to a global icon. By the mid-20th century, the whiskey had become a favorite of celebrities, musicians, and cultural figures, further cementing its reputation. Famed crooner Frank Sinatra was so fond of the liquor, he was buried with a bottle of Jack Daniel’s in his casket.

Today, Jack Daniel's is owned by Brown-Forman and is one of the best-selling whiskeys in the world. In recent years, the brand successfully expanded its portfolio, introducing new expressions like Gentleman Jack, Tennessee Honey, and their Single Barrel Select offerings in both Tennessee whiskey and rye.

From humble beginnings in rural Tennessee, Jack Daniel's has grown into a global brand, enjoyed by millions around the world. While the mysteries of the man himself may never be fully known, the story of Jack Daniel is more than just the story of a whiskey brand; it's a story of survival, mentorship, innovation, and the enduring pursuit of excellence.

Photography by Pierre Auguste.