Brown-Forman Corporation Jack Daniels Homeplace Improvement

Lynchburg, TN

During its 140-year history, Jack Daniel’s Tennessee Whiskey has grown from its humble beginnings into the world’s best selling whiskey. The popularity of this iconic brand has inspired many to visit the birthplace and headquarters of Jack Daniel’s. To carry on this rich tradition in whiskey production and provide a top-notch experience for their visitors, the Brown-Forman Corporation is upgrading its facilities. The Brown-Forman Corporation owns the Jack Daniel’s brand as well as many other alcoholic beverage brands. Messer is proud to be part of this project team, including the design firm Clickspring, who won an Experience Design Award for this project.


  • Includes multiple phased projects such as; build out of a new White Rabbit Bottle Shop, Revamped Stone Tour Path, renovation of Barrel House 114, and a replica build out of Lem Motlow’s historic home that currently sits in front of the distillery grounds
  • Future phases include an additional parking lot to accommodate current and future tourist demand, full renovation of the Jack Daniels Visitor Center that will feature the Red Dog Cafe