Ruralite Cafe: Published 06/12/03

By Lisa Majors-Duff - News Editor

Advertising with a down-home flourish

"You know what's in Lynchburg, don't you?" asked my dad, whose never been one to turn down a camping trip to anywhere.

"No, Dad. What's in Lynchburg?"

"The Jack Daniel's Distillery."

Since it's traditionally my responsibility to find the quickest route to somewhere and the most unusual route back, I continued my study of the map and within a few seconds had complied a list of country roads leading to Lynchburg.

The tour of the oldest registered distillery in the United States was educational and I'd highly recommend it, but that's not the reason for today's composition. (I guess I'm not in tour-guide mode this week.)

Since Lynchburg is located in Moore County, one of Tennessee's dry counties, samples are not available on the grounds of the whiskey-making establishment. Instead, visitors are welcome to come up on the porch and have a lemonade. If you wish, while sipping your cold beverage, you may fill out one of the distillery's survey cards.

I know the general purpose of these cards is to discover where people are from so that advertising can be concentrated in that area of the world. Other than my name, address, age (well over 21) and e-mail address, all I remember about the card was this question: "How do you prefer to drink Jack Daniel's." Most of the provided responses sounded absurd, with the exception of "On the Rocks," so I picked that one.

Once filled out, I deposited the card in a box, finished my lemonade and got back on the road to North Carolina.

Filling out that card never again crossed my mind until I learned through the U.S. mail that because of my interest in Jack Daniel's Tennessee Sipping Whiskey I'd been inducted into the Tennessee Squire Association and given a tax-free piece of property in Lynchburg.

"As a Squire, you become 'owner' of an unrecorded plot of land at the distillery and an honorary citizen of Moore County," the letter from Tim Younkin read. "You may even hear from some of your 'neighbors' from time to time in regard to your 'property.'"

A deed, complete with high-faluting legalese and an official-looking notary stamp, was made out to me and included with the letter.

"Witnesseth, that the said party or parties of the first part for and in consideration of the said party of the second part's avowed and generously expressed loyalty to and devotion for Jack Daniel's 'Charcoal Mellowed' Whiskey and other valuable considerations rendered by the said party of the second part, the receipt of which is hereby acknowledged, does by these presents grant, convey and confirm unto the said party of second part the following title and rights of land pertaining to said title," the deed reads.

While it sounds good, I have no idea what that means; a translation was not included.

Sure enough, like the letter said I've heard from the folks in Lynchburg from time to time, including "Merry Christmas" wishes in December, followed in January by calendars illustrated with scenes from the distillery and surrounding Tennessee landscape.

And just this week I received the following letter from one of my neighbors:

Dear Ms. Majors-Duff,

A couple of weeks ago, while following my usual fishing route past the distillery, I noticed your land was considerably grown up with horseweeds. Now you may or may not know there's a little worm that lives in the center of these weeds, and fish consider them a choice morsel. The little rascals are so tough that fish can't steal your bait, and a fellow can sometimes catch five or six fish on one worm.

What I'm working up to, Ms. Majors-Duff, is this. On that particular day, I didn't have much bait with me since I didn't plan on fishing long, and since I saw your place so overgrown with horseweeds, I figured I could clear off your plot in exchange for a worm or two. I did.

Just thought I'd better tell you what happened, and I hope you won't be too sore about the couple of worms I borrowed. Turned out the worms weren't so lively that day at the fishing hole, so I went home empty-handed. But fishing is like that sometimes.

Sincerely,

Clayton Knight

Lynchburg Hardware and General Store

"All Goods Worth Price Charged"

On the one hand you can say that the Jack Daniel's company has too much money, some of which they use relentlessly, albeit creatively, to sell their product.

On the other hand, like Harley-Davidson, Ford Motors and Kelloggs, Jack Daniel's is an American-born corporation proud of its humble beginnings and determined to flourish well into the future. They understand the responsibility their product creates and address it with warnings to minors embossed on all their advertising, as well as the "Drink Responsibly" admonition.

I say it's a hoot to find these little gems in the mail every now and again. I don't rush out and make a purchase each time a letter arrives (unless I'm running low). But it does feel good to be spoken to by such a large corporation on a personal level, like I'm part of the family.

In these depressed economic times, maybe more companies should study the Jack Daniel's down-home way of doing business when it comes to customer service.

Back to Archive: 06/12/03.