The Tennessee Squire Association is a secret Jack Daniel’s club. There’s a secret Squire-only website, a Tennessee Squire room, plenty of discounts, and other benefits that make this both cool and a great marketing tactic. Nomination is a gift, if only for the impressive welcome package and undeniable cool points that come along.
You must be selected by an existing member in order to become a Tennessee Squire. Members are warned on the nomination page to elect only those with strong character and responsibility (tennesseesquires.com):
We’ve found that our Squires are quite protective about who they nominate, and that membership in the Association is very special to its members. If this is your first time to submit a nomination, we hope these guidelines help.
A Tennessee Squire is:
- A devoted fan of Jack Daniel’s.
- Respected in his or her community and field of endeavor.
- Not employed in the liquor industry.
- Of legal drinking age in the country of residence.
The website, tennesseesquires.com, contains the history of the group, along with information about upcoming events, a Squire handbook, recipes, and information about the exclusive Tennessee Squire room located on the JD premises.
I was told to expect a letter in the mail after being nominated; I received a large envelope with three things:
- Welcome letter
- Deed to your plot of land
- Membership card
If you didn’t recognize it above, the images have been taken with an accidental Jack Daniel’s filter on color. I’m also using it as an acceptable reason for the blurry shot of the welcome letter and membership card below:
The deed is printed on thick stock, with parts embossed for flavor. The weight, watermark, and word-choice make it perfect:
The welcome package is what makes it feel official, which makes nomination exciting. I’ve had the card in my wallet for a while now, and it’s great as a conversation starter. I’m also able to present it to the front desk if I’m ever in Tennessee for access to the secret room. I’ve received a second letter from them since I’ve joined and haven’t gotten a drop of spam. I found a few sites that track Tennessee Squire collectibles while writing this post — there’s a great group of pictures at The Jack Daniel’s Collectors Page. Surprisingly, there isn’t much information in the Wikipedia article for Jack Daniel’s. I’ve quoted the relevant piece below: (en.wikipedia.org/wiki/Jack_Daniel’s#Tennessee_Squires):
A Tennessee Squire is a member of the Tennessee Squire Association, which was formed in 1956 to honor special friends of the Jack Daniel’s distillery. Many prominent business and entertainment professionals are included among the membership, which is obtained only through recommendation of a current member. Squires receive a wallet card and deed certificate proclaiming them as “owner” of an unrecorded plot of land at the distillery and an honorary citizen of Moore County, Tennessee.
Call me Squire Stan! Is anyone else a Tennessee Squire?