From Whiskey to Heroes

Brigade firefighting crew protects barrels and community

#Barrelhouse 107 • 3:39 p.m. Aug. 29, 2025

When you’re in Moore County, you can’t help but appreciate how much history, tradition, and community pride are wrapped up in one word: whiskey. The Jack Daniel Distillery isn’t just the world’s most famous whiskey maker – it’s also home to one of the most unique firefighting crews you’ll find anywhere: the Jack Daniel’s Fire Brigade.

Now, with more than 2 million barrels of whiskey aging in 97 barrelhouses spread across 3,000 acres, you’d expect safety to be a top priority. And it is. That’s why I love the story of how the brigade came to be.

On April 9, 1930, fire tore through the distillery. Seven years later, when Lem Motlow rebuilt it, he made sure such a disaster wouldn’t happen again. Out of those ashes rose the Jack Daniel’s Fire Brigade, a team dedicated to protecting the world’s supply of Tennessee whiskey.

Today, the brigade includes 39 state- and nationally certified volunteer firefighters led by Chief Justin Whelan. Here’s the part that makes me proud – they’re all full-time Jack Daniel’s employees. They bottle, maintain, warehouse, and distill during the day, then volunteer their time to train and respond as firefighters. And they don’t take the job lightly.

The brigade trains weekly at its own facility, complete with a burn tower and warehouse simulations, learning not just traditional firefighting but also how to handle distillery-specific situations. Their equipment is top-of-the-line, built to handle ethanol fires. However, they still keep their original 1919 American LaFrance and 1924 REO Speed Wagon fire trucks as reminders of where they started.

Of course, they don’t do it alone. Many of the Jack Daniel’s firefighters also serve with Metro Moore County Fire and Rescue, and the two departments work side by side. Together, they protect not just barrels of whiskey but also their friends, family, and neighbors. Thanks to their diligence, the distillery hasn’t experienced a fire in almost 100 years.

On Saturday, Sept. 6, you’ll get a chance to see the Jack Daniel’s Fire Brigade in action at the 4th Annual Tunnel to Towers 5K Run/Walk in Lynchburg. Born from the tragedy of 9/11, the Tunnel to Towers Foundation honors the courage of first responders and military heroes, supporting the families of those who gave everything.

Before the race begins, the brigade will raise the largest American flag in town, then lead us all on a 3.1-mile path through the heart of Lynchburg. They’ll have their trucks and equipment on display, and there will be an auction with some great items up for grabs – all in support of a cause bigger than us.

You can sign up or donate through the Barrelhouse107 Facebook page or by visiting t2t.org.

For me, it’s a reminder that in Moore County, protecting whiskey and honoring heroes go hand in hand. And that’s a tradition worth celebrating.