Gentleman Jack tees up golf culture play

Jack Daniel’s brand partners with MANORS Golf on apparel, content, events built around etiquette, style, image

11:40 a.m. May 28, 2026

DUANE CROSS
MCO Publisher•Editor

Gentleman Jack is moving deeper into golf culture through a new partnership with MANORS Golf, an independent apparel brand built around the style, etiquette, and customs of the game.

The collaboration, called A Gentleman’s Guide to Golf, launched this month and includes a co-branded apparel capsule, original content, live events, and more planned through 2026.

For Jack Daniel’s, it is another example of how the Lynchburg brand keeps stretching beyond whiskey shelves and into golf courses, clubhouses, travel, apparel, and events.

That sounds like brand language because, in part, it is. But it is also the point. This is not a bottle release or a standard spirits campaign. It is a move built around golf, clothing, manners, competition, and the belief that how someone plays still says something about who they are.

At the center of the partnership is a limited apparel capsule built around the look of A Gentleman’s Guide to Golf. The collection uses engraving-style illustration, a black-and-cream palette, and marks from both brands. MANORS describes the look as rooted in the “gentleman competitor” – someone who takes the game seriously, but not himself.

The partnership also includes a content series that will run across both brands’ editorial and social channels. The series leans on course etiquette and character-driven lines, including “There is no honor in slow play” and “Offer your hand in defeat.”

That is where Gentleman Jack’s part of the deal becomes clearer. The whiskey is being placed not simply next to golf but within the rituals of the game – the patience, the pace, the clothes, the clubhouse, and the handshake after the round.

The partnership came to life in April, when MANORS Golf and Gentleman Jack brought an invited group to Tennessee. The experience began in Nashville and continued to Lynchburg, with stops at golf courses and the distillery.

More events and activations are expected later this year.

“Golf and Gentleman Jack share more than people might expect,” Loni Gray, brand director for Jack Daniel’s Super Premium, said in the announcement. “Both reward patience, craft, and a certain quiet commitment to excellence.”

Jojo Regan, co-founder of MANORS Golf, said the partnership fits what MANORS has tried to build around the game.

“MANORS has always stood for something beyond the apparel – the kind of person who wears it, the way they show up on the course and off it,” Regan said.

For Lynchburg, that is the part worth watching.

Jack Daniel’s remains tied to a small Tennessee town that continues to show up in global campaigns, product launches, and brand storytelling.

This partnership does not change local traffic patterns or distillery operations. It does show, though, how Lynchburg keeps being used as part of the story – not just as the place where the whiskey is made, but as the place that gives the brand its roots.

That is the real bet here.

Gentleman Jack and MANORS are not just selling golf shirts or Tennessee Whiskey. They are selling an image: play well, dress well, lose well, and shake hands.