Every year around Christmas, Squires from around the world anxiously await the arrival of the Tennessee Squire Association’s annual calendar. Although today’s smart phones put a monthly calendar in our hands at the touch of a button, the printed calendars produced by Jack Daniel’s are more beloved than ever. Their popularity is due, in part, to the fact that this is a free gift from the Distillery. But for the Squires who receive a calendar each year, there is much more to it. The calendar serves as a way for this exclusive group of members from around the world to share a few memories with some of those who call Lynchburg, Tennessee, home.
A common theme during the calendar’s history has been to give people a little insight into life in Lynchburg and at the Distillery. Often the calendar features pictures of locals sharing a laugh together, socializing with friends and neighbors after a long day’s work, playing music, or enjoying time with their loved ones or pets. Calendar recipients might also get to see Distillery employees hard at work preparing Old No. 7 to be shipped all over the world. What better way to get a peek into the lives of those who help make this fine Tennessee Whiskey.
Additional information about the Tennessee Squire Calendar will be provided in Volume III of the Jack Daniel’s Bottle Collector’s Guide which has an anticipated release in the Summer of 2022.