By Honoring ‘Nearest’ Green, Fawn Weaver Is Crafting Her Own History

To build brand value of a new whiskey label, it pays to market to patrons first, critics and aficionados second

Post-Civil War, there was a former slave from Lynchburg, Tennessee, by the name of “Nearest” Green, who taught Jack Daniel—yes, the man who became the brand—the craft of making whiskey. Though Green’s history was largely unrecognized until recent years, his legacy is being brought to the fore through the team at Uncle Nearest Premium Whiskey, helmed by CEO Fawn Weaver.