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

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Your sites feature HTML here...