Jack Daniel’s Salutes Those Who Serve
Firefighters, first responders receive discounts Saturday during celebration of Fire Brigade’s connection to Lynchburg
11:15 a.m. April 29, 2026
DUANE CROSS
MCO Publisher•Editor
A whiskey distillery with its own fire brigade may sound unusual, but in Lynchburg, it is part of the story.
Jack Daniel Distillery will honor the Jack Daniel’s Fire Brigade and area first responders on Saturday, May 2, with discounts, special merchandise, food, prizes, and other offerings around the Jack Daniel Homeplace.
The reason for the brigade goes back to July 1913, when a fire destroyed much of the town square. No one was seriously injured, but the fire left a mark. After the fire, Jack Daniel’s created its own fire brigade to help protect the distillery and the community around it.
More than a century later, the brigade remains part of the Jack Daniel’s story.
As part of Saturday’s appreciation day, the standard Jack Daniel Distillery tour will be 20% off for firefighters and first responders. The Lynchburg Hardware & General Store and Barrel Shop will also offer themed merchandise, along with food, prizes, and other surprises.
Miss Mary Bobo’s Restaurant will join the celebration with a Jack Fire-themed dessert. Firefighters and emergency responders will receive 20% off meals and any purchases in Miss Mary Bobo’s Gift Shop.
The White Rabbit Bottle Shop will offer special custom bottle tags while supplies last, and Fire Brigade logos may be added to etchable bottles.
The day is both a thank-you to the Jack Daniel’s Fire Brigade and a wider nod to the firefighters, emergency responders, and other first responders who help keep communities safe.
More than a century after fire reshaped the Lynchburg Square, Jack Daniel’s is using the day to thank those who still answer the call.