Jack Daniel's Master Distiller: How Do You Innovate in a Changing Market?

Send us Fan Mail In 2026, American whiskey isn't riding the wave it was five years ago, and every major producer knows it. For a brand the size of Jack Daniel's, that shift raises a harder question: how do you keep innovating when the whole world already thinks it knows you? Success at that scale can actually work against you; when everyone's already tried the whiskey, it's easy to get stuck on…