The Jack Daniel Distillery in Lynchburg, Tennessee, is celebrating the 25th anniversary of the official dedication and opening of its Visitor Center. 

Since June 26, 2000, the center has served as the welcoming gateway for millions of guests eager to delve into the rich history and craftsmanship behind the world-renowned Tennessee Whiskey.

More than just a waiting area, the Jack Daniel’s Visitor Center is a meticulously curated space designed to immerse guests in the brand’s storied past. Visitors can explore a wealth of displays featuring historical photographs and artifacts, enriching their understanding of Jack Daniel’s legacy before embarking on their distillery tours.

To commemorate this quarter-century of welcoming guests, the distillery is offering special treats throughout the day. Touring visitors will be refreshed with complimentary lemonade at the conclusion of their tours. Whiskey enthusiasts visiting the White Rabbit Bottle Shop, located within the Visitor Center, will receive a special 25th-anniversary wooden tag with each bottle purchased, while supplies last.

The Visitor Center, open daily during tour hours and requiring no tickets, also houses the original statue of Mr. Jack Daniel himself, a popular photo opportunity for visitors.

“We’re celebrating a special anniversary today,” an unnamed representative of the distillery said in a statement. “Our Visitor Center is where we welcome our guests, but it also allows us to share a few stories with them while they wait for their tours. You’ll find displays with photos and historical items that we hope will make their time with us an even richer experience.”

The distillery extends an open invitation to anyone in the Lynchburg area to drop by and experience the displays firsthand. The Jack Daniel Distillery encourages everyone to join them today in toasting 25 years of friendship and great memories.

Read more: Jack Daniel’s Releases 14-Year-Old Expression

About Jack Daniel’s

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, Proprietor, is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, along with many other brands. For more information, visit https://www.jackdaniels.com/en-us/.