Episode Details

Jack Daniel’s, Lynchburg’s historic whiskey heart, faces tough times as the American whiskey industry grapples with trade wars, shifting drinking habits, and declining sales. With whiskey tourism fueling Tennessee’s economy, the stakes are high—but innovation may be the key. Jed Lirette, a family legacy keeper, embraces bold moves like their new blackberry flavor—blending classic notes with modern twists—to reignite interest and offset dips in flagship sales. As demand wavers and tariffs disrupt forecasts, adaptability isn’t just smart—it’s survival.

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