I had heard the city was going to add a special new tax for them and they were looking at moving out of their facilities.
This are trying times. And often whiskey, especially a good bourbon, is the cure (or at least a comfort!).
I think that JD should create a “Preferred Selection” of fine whiskeys sold as a group. Right now they have 35 different labels on different bottles, all sold individually.
The way I picture it, they sell a wooden cabinet optimized for their whiskeys as a set, for say $3000-$5000. For perhaps five of the standard whiskeys, provide them in small oak casks instead of bottles, with say three bottles worth in each.
The cabinet itself can have several bells and whistles, including a cigar humidor, a first surface non-reversing mirror, an ice bucket and room for other whiskey drink ingredients, attractive trim, an old style lock, and JD specific decor.
For more about Jack Daniels, see the book:
“Blood and Whisky: the Life and Times of Jack Daniels”.
I think the funniest story in the book describes how, when Prohibition went into effect, the Feds seized all of Jack Daniel’s stock and sent it to a warehouse in St. Louis which was guarded 24 hours a day.
After several years, the guards just couldn’t take the thought that there was all this good stuff in those barrels being unappreciated, especially when they were so thirsty. So they devised a scheme to pilfer some of the whisky and replace it with water.
When they tapped a barrel, they discovered that ... there was no whisky, it had all been replaced with water. They checked further, and discovered that there was not a drop of whisky in any barrel in the warehouse — they had been guarding barrels of water.
They never did find out who stole the whisky.