Hidden deep within the hills above Lynchburg, Tennessee was a story waiting to be told. After more than 150 years, it came to light that a slave named Nathan “Nearest” Green was the person responsible for teaching Jack Daniel how to make whiskey and, after emancipation, became the first master distiller for the iconic Jack Daniel’s Distillery. Uncle Nearest, as he was known, is believed to have perfected the charcoal-filtering process and many of the techniques still followed today.
In a category where drinkers value uniqueness and authenticity, how do we launch this ultra-premium brand in a way that is true to the man and his legendary whiskey-making skills?
You could write a book based on a story this rich, so it was only natural that we make a book the visual centerpiece of the campaign and the stage for everything. Even down to this ultra-premium, leather-bound, limited-edition direct-mail piece for influencers and key retailers.
The campaign launched in Nashville, Tennessee and Portland, Oregon in July 2017. Uncle Nearest has been featured in The New York Times, USA Today, Whiskey Advocate, NPR, and many more. In honor of the man, Nearest Green, the very first print of this limited-edition series was donated to the Smithsonian's National Museum of African-American History & Culture.