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More than Whiskey—The Untold Story of the Jack Daniel’s Brand

How does a 150-year-old brand continue to remain relevant today? What are the principles and practices that have seen it grow from a small regional craft brand to the number one selling whiskey brand in the world today? Why has it received unpaid endorsement from music legends and Nobel Prize winning authors and continues to appear in movies, television shows, books and songs without product placement? We’ll explore the answers and give you a taste of this iconic brand’s continuing secret for success as well as a taste of something more. Come explore with us and be ready for a few surprises.


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May 10, 2023


11:30 am - 1:00 pm