Recently, Jack Daniel’s found itself at the center of a controversy after pulling back on its diversity, equity, and inclusion (DEI) initiatives. Faced with pressure from conservative activists and a potential boycott, the whiskey brand's parent company, Brown Forman, decided to abandon its progressive workplace programs, including partnerships with diverse suppliers.
This turn of events has left many wondering if Jack Daniel’s has forgotten the very foundation upon which its success was built—one rooted in the legacy of an enslaved man named Nathan "Nearest" Green.
The Story of Nathan "Nearest" Green
Nathan "Nearest" Green’s story, for far too long, went untold despite his pivotal role in shaping the American whiskey industry. Green, a former enslaved man, was the first known African American master distiller in the United States. He was not only responsible for teaching a young Jack Daniel the craft of whiskey distillation but also played a crucial part in the success of what would later become one of the most famous whiskey brands in the world.
In the 1850s, Nathan "Nearest" Green, an enslaved man with unparalleled distilling expertise, found himself working under Dan Call, a preacher and distiller in Tennessee. It was Green’s mastery of whiskey making that became the foundation of the craft, and he was tasked with passing on his knowledge to a young Jack Daniel. Green’s profound influence shaped the future of Tennessee whiskey, yet for more than 150 years, his significant role was overlooked, his contributions hidden by history while others reaped the rewards of his craftsmanship.
Green's descendants continued to work at the Jack Daniel Distillery for generations, with his legacy slowly coming to light in recent years. The release of this story, however, leaves many questioning the brand’s commitment to honoring Green’s contributions, especially in light of the recent decisions to step back from progressive initiatives.
While Jack Daniel’s is cowardly retreating from its DEI commitments, there’s one brand that continues to honor Nearest Green's legacy: Uncle Nearest Premium Whiskey. Founded in 2017, Uncle Nearest Premium Whiskey is dedicated to keeping the legacy of the world’s first-known African American master distiller alive. As the first spirits brand in the world to be named after a Black American, it has gained recognition not only for its historical significance but also for its top-tier whiskey, crafted with the same dedication and expertise that Nathan Green passed down generations ago.
Uncle Nearest Premium Whiskey is more than just a tribute to Green—it’s an ongoing celebration of his extraordinary craftsmanship and contribution to the industry. As Brown Forman takes steps backward in inclusivity, Uncle Nearest stands firm, proudly telling the story of Nathan "Nearest" Green and offering whiskey that not only honors his name but also sets a new standard in the world of spirits.
Cheers to honoring the true legacy and craftsmanship of Nathan 'Nearest' Green, and celebrating the trailblazers who continue to carry his spirit forward. 🍻✨
Because Diversity is the taste of life®!
Remember to enjoy responsibly.
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