Inside the Tennessee Squire Room at Jack Daniel’s

Tennessee Squire Room
A slightly blurry photo of the Tennessee Squire Room at Jack Daniel’s Distillery

You may not have realized it before, but there’s a secret room at Jack Daniel’s Distillery in Lynchburg, TN that not even the tour guides are allowed to talk about. It’s called the Tennessee Squire Room.

It was built 12 years ago as a 25 x 14 room trimmed and floored in pine and densely packed with pieces of history shared by other Tennessee Squires. The website for Tennessee Squires is password protected, and if you weren’t aware the Tennessee Squire Room even existed upon your visit you won’t find the distillery staff willing to help you discover it. It’s that kind of secret.

On my first visit to the Tennessee Squire Room, I was asked to sit at the back of the main lobby. Moments later, a woman appeared and asked if I had a tour. When I told her I had, she smiled patiently and said nothing like it was my turn to guide the conversation. I took the hint and told her I was a Tennessee Squire. “Right this way,” she said, briefly mentioning she would have waited all day for me to say so.

To become a Tennessee Squire, you gotta love Jack, and you have to be nominated by a current Squire who can only nominate one person in their entire lifetime. I have Bartt Baird, a former co-worker at WKRN-TV, to thank for my nomination.

As a Tennessee Squire, you get a very nice gold-embossed deed to a small plot of land and a certificate making you an honorary citizen of Moore County. You’ll occasionally receive letters from locals asking permission to let their cows graze your land or problems with skunks or possums. You also get to hang out in the Tennessee Squire Room and share the Jack Daniel’s experience through the many items left by other Squires. You’ll find one I left among the challenge coins, and I’ve probably already told you too much.

  1. September 20th, 2015 at 03:16 | #1


    Drop me a line:

    I may just be able to make your dream come true.

  2. Billy Teat
    November 20th, 2016 at 13:05 | #2

    I have been a squire form many years. I recently discovered the Squire website and would like to join. I am also wanting to visit the distillery this summer. Can you please direct me to someone who can help with the website. I have move a couple of times over the years so that may have caused the problem with setting up an account on the website. Any help is greatly appreciated.

    Thank you for your time

    Bill Teat

  3. Jason Wallace
    November 22nd, 2016 at 09:57 | #3

    Looking to become a Squire so I can take my father on that special tour. I have a friend that is a member but he can’t get into his account and probably hasn’t tried very hard. Any help would be greatly appreciated! Thanks!

  4. Jason Wallace
    November 22nd, 2016 at 10:01 | #4

    @Ike Jakson
    Ike, I’m going to email you. Just wanted you to know where it was coming from.

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