Neatorama has a great post about the Tennessee whiskey maker here. Check it out!

Jack Daniel had a brilliant mind for marketing. Even as a youngster, Jack understood that if people remembered him, they would remember his whiskey. To that end, he decked himself out in a formal knee-length coat, a vest, a tie, and a wide-brim planter’s hat, and was never caught out of “uniform” again.

Jack also established the Jack Daniel’s Silver Cornet Band – a 10-member outfit solely devoted to promoting his whiskey across the countryside. With uniforms and instruments from the Sears & Roebuck catalog and a specially designed wagon for traveling, Jack made sure the band played every saloon opening, Fourth of July celebration, and political rally around.

I usually don’t drink much of the stuff, preferring beer. Its great for cooking and barbecuing though!