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. July 7th, 2012 at 10:12 | #1

    Photo looks sharp. Maybe you’re the one who’s blurry.

  2. Christian Grantham
    July 7th, 2012 at 10:33 | #2

    I must be because it sure looked focused when I took it.

  3. Darlene Totty
    July 7th, 2012 at 11:14 | #3

    Ooooh, DO tell! Very interesting story! My uncle worked there as a guide for YEARS and played in the Jack Daniels band until he retired. I met people all over the country that knew “Uncle Junior”. Thanks for the story! :)

  4. July 7th, 2012 at 13:57 | #4


  5. Squire Ron
    July 9th, 2012 at 18:47 | #5

    HMMM – I am a Squire and I’d hoped that posts such as this would remain a ‘secret’ as the subject and the story states!
    No more pictures please.
    After the tour, be sure to ask about viewing the ‘Squires Room’. Simply present your card and enjoy what others only dream about!

  6. Jack Man
    August 6th, 2012 at 18:46 | #6

    I would give my soul to be a member. Jack Man is what my friends call me and also on Facebook.Grrat story

  7. rob smith
    August 20th, 2012 at 17:12 | #7

    can some one help me please become a jack daniels squire i want to be a squire bad all my life been trying i love jack and want to be more a part of it please some one help a jack fan out tks

  8. rob smith
    August 20th, 2012 at 17:13 | #8

    ron please help me out

  9. rob smith
    August 20th, 2012 at 17:14 | #9

    @Squire Ron
    can some one help me please become a jack daniels squire i want to be a squire bad all my life been trying i love jack and want to be more a part of it please some one help a jack fan out tks if you cant can you send some one my way that will please tks

  10. Christian Grantham
    September 12th, 2012 at 13:03 | #10

    Rob, each member can nominate one person in their entire lifetime as a Squire. Their might be other ways, if you know someone. Don’t let the difficulty worry you too much. Just consider it “hazing.” :)

  11. October 19th, 2012 at 17:35 | #11

    I have been a Squire since 1983 but I can’t get past the first page of their website because I’m not registered or something. How do I get in?

  12. jack davis
    November 20th, 2012 at 16:48 | #12

    @Squire Ron

    I would lke for a squire to contact me. I have 6 unopened bottle of JD bicentenial complete with tags and boxes etc that i want to sell. they make a nice corporate gift for someone to give to valued customers.

    jack davis 630-235-1193

  13. Julie Boucher
    November 22nd, 2012 at 00:38 | #13

    Jack Davis I am a squire and was wondering what your asking price is on your bicentennials? is my email. Thank-you

  14. james ray
    December 17th, 2012 at 22:07 | #14


    my name is james ray and I am a Tennessee squire. I love jack Daniels and drink the smoothest whiskey of the land all my life. I inherited my fathers unrecorded plot #6418 when he died in 1989. While on a trip to Tennessee with my little girl we visited the distillery and shopped in Lynchburg. A the the general store got into a conversation with the clerk. A nice senior lady and began the discussing the flavor of jack Daniels. as one thing led to another we began speaking of my late father and how was a Tennessee squire. More discussion led to my interest of becoming one and she therefore invited me and I received in the mail a few weeks later my unrecorded plot that was my fathers. I was so proud. I have been out of touch with the squires and want to become active again and get my portfolio up to date.

    need some help

    Squire James

  15. Chris Brewer
    March 12th, 2013 at 00:48 | #15

    @Julie Boucher

    I would like to hear more about Tennessee Squire Association. If anyone on here is one please email me at . I’m very interested because I’m a big fan of Jack Daniel’s. I would like to be nominated and be apart of the Squires.

  16. May 20th, 2013 at 20:20 | #16

    Nice Post:

    A hearty Tennessee welcome from the Hollow

    But eat your heats out, Folks. Membership is by invitation only.

    This is precious to us; the words on the back of your Membership Card:

    “All Early American Art [Tennessee Type] Devotees are hereby united in fellowship and invited to “SIP” with their discriminating fellow Squires. They are also commended wherever they may be for their considered prejudice in favour of limestone water, and the leisurely, patient ways of “The Hollow”. May they always ride an easy-walking horse, sleep ‘neath a rain-tight roof, and eat hiogh on the hog every day of the year”.

    Have y’all been “sippin” or have you visited the “Hollow”? If not, get some Belle of Lincoln; ouch there’s so much to tell you.

    I do grant permission for you all to Stumble this.

  17. May 20th, 2013 at 21:59 | #17

    Google the words: Witblits, Mampoer. Smile

    July 1st, 2013 at 14:59 | #18


  19. markwright
    July 9th, 2013 at 11:11 | #19

    I am a squire from Cerro gordo,Il., but when I try to login, it say( oops, can not find your profile) what’s up?
    Would like to get on and say Hi, please help.
    Also would like to know why I did not receive a calendar this year.
    By the way my plot #f40493, and have been a squire since 1991
    Sure would like to know what is going on….Thanks
    Hope to hear from any of you soon!

  20. Matt
    August 19th, 2013 at 10:08 | #20

    You can nominate more than one squire in a lifetime. I have nominated 3 people and they have all been accepted as squires.

  21. Carson Peyatt
    September 6th, 2013 at 00:10 | #21

    Took the Tasting Tour today and really enjoyed the experience. The whiskey making progress was so interesting and the tour guide was Great ( Jesse James ). I have been a Squire since 1977 I believe. The squire room was totally unexpected and the gentlemen who greated my wife and I where The best. Overall a great time

  22. Squire Brad
    September 15th, 2013 at 19:03 | #22

    I’m in agreeance with Squire Ron on this one. I’ve only been a squire for five years, but it took much doing on my part to get in the ‘inner circle’ on this. As such, I appreciate the privacy of the group. With this you’ve blown a hole in the wall with a shotgun for all the people to walk by, peep through, and ask questions.

  23. Blake Hunter
    November 20th, 2013 at 22:45 | #23

    I am looking for someone to sponsor me. I do not know another Squire, but would greatly appreciate a nomination. Please let me know what I need to do.
    Thanks in advance!

  24. Nelson Leavitt
    December 14th, 2013 at 13:47 | #24

    I have tried to login using my email address and plot number h51913, but have had no success. I want to nominate a friend to become a Squire. I need help.
    Nelson Leavitt

  25. Clifford King
    December 15th, 2013 at 10:12 | #25

    I became a Tennessee Squire some years ago, but cannot locate my plot number in order to nominate a dear friend into the Squire organization. On November 27, 2013 I received your correspondence along with a calendar. I have never nominated anyone, but would like to at this time. is it possible for you to furnish my numbering order to complete the nomination. My name:
    Clifford M. King
    1131 Chickadee Circle
    Hermitage, Tennessee

    Nominees name:
    Kenneth E Garrett
    1209 Chickadee Circle
    Hermitage, Tennessee

  26. stuart cohen
    December 15th, 2013 at 11:34 | #26

    contact the visitor center in Lynchburg and they can probably help you.

  27. Bruce
    December 31st, 2013 at 11:59 | #27

    Matt, I would very much like to be a Tennessee Squire like my father who has passed on. Would you help here?

  28. Smitty
    January 6th, 2014 at 21:27 | #28

    Good luck I’m a squire and have been since 87 . You can leave messages to your blue in the face no one gets back to you. If you have your deed it has your plot # on it, you can use it to sign in the squires ass. web site

  29. Travis
    January 16th, 2014 at 16:51 | #29

    I would LOVE to be a Tennessee Squire. If there are any Tennessee Squires out there willing to nominate me I would greatly appreciate it. I’m a Kentucky Colonel and also a Nebraska Admiral, I would happily nominate you for one of these titles in exchange for the nomination to be a Tennessee Squire. Contact me at

  30. A. Sniezevage
    January 19th, 2014 at 20:05 | #30

    I’m a little disappointed in this article, and picture. This kind of thing really isn’t supposed to be written or shown.

  31. A. Sniezevage
    January 19th, 2014 at 20:07 | #31

    Clifford, your plot number should be on the envelope of any correspondence from the Association.

  32. February 15th, 2014 at 02:32 | #32

    I would truly love if someone would contact me and consider my husband for nomination.
    He drinks ONLY jack daniels lol. Our collection is slowly over taking our home with vintage jack daniels memorabilia. We are members of the Jack Daniels Sinatra country club. Own several boxes of various sorts of jack daniels including gold medal and some you can only get in the states (were Canadian) my husband is a highly respected welder in his field. His name is very well known for what he does. He is a husband, father and hard working provider. Jack has become a part of him, not a single holiday goes by where he doesn’t get something jack daniels. Please consider my message and email me if you like. It would be an honor for him and you would fulfill a little dream of his I’m sure. Thank you all so much.

  33. Linda Clary
    March 5th, 2014 at 10:22 | #33

    I am a squire in my maiden name (Linda R. Olivier). How do I go about getting things changed and a new squire card? I have also never registered on line to log in. How do I do all of this?

  34. Randy
    March 19th, 2014 at 05:14 | #34

    Never look down on a man unless you are helping him up.

  35. Cecil Burnette
    April 1st, 2014 at 15:41 | #35

    I have lost my login and moved too many times to guess. No one replies from the squires help page. Have they disbanded?

  36. April 15th, 2014 at 21:03 | #36

    I cant log into my squire account.

  37. Robert Buente
    May 1st, 2014 at 10:11 | #37

    I have been a Tennessee Squire since 3/19/93, Plot # 185729.
    I have a good friend who is a faithful consumer of Old #7. I would like to nominate him for Tennessee Squire status. Please advise how I can do this.
    Also, I could not register on the Squire Association page since I had never established an email address with my Plot #. Please advise how I can do that as well.
    A 1.74 liter of JD does not last long at my house, I have to buy it by the case.
    Tennessee Squire Bob

  38. May 3rd, 2014 at 15:40 | #38

    This article demonstrates that not all Squires are Squire worthy. This person does not take the privilege of being a Squire serious, and never read the Code of ethics for sure.

  39. kat
    July 29th, 2014 at 21:03 | #39

    I have heard it said that you must be a man to be a squire.. is this true?

  40. Stephen Wiseman
    July 31st, 2014 at 07:49 | #40

    Several weeks ago the following individuals were nominated as Tennessee Squires but nothing has happened. Could someone get back with me on these nominations.

    Larry Schmidt
    12225 Rhodelia Rd
    Rhodelia, Ky 40157

    Tommy Schmidt
    1785 Concordia Rd
    Payneville, Ky 40161

    Stephen Wiseman
    Retired B-F Employee

  41. Heather
    August 18th, 2014 at 13:14 | #41

    Shot in the dark, but I too am looking for a Squire. Can’t hurt to try, right?

  42. Jeff
    August 22nd, 2014 at 13:03 | #42

    I am quite disappointed in this post. Since it appears that Christian Grantham took the picture I am assuming he is a Squire. We are told in no uncertain terms that we are not to discuss or disclose anything about the Squires. It is secretive for a reason. Squire to Squire, Please remove this page.

  43. Eric H.
    September 13th, 2014 at 15:12 | #43

    I was recently nominated by a good friend, and I have been waiting to hear back from the association. I sent them an email asking of they had received my nomination, and I got back to following reply:

    Thank you for writing, but nomination does not guarantee acceptance. We choose a few new members each month. If you are chosen as a new Squire, you’ll be notified by mail in 4-6 weeks’ time.

    Have a great week.


    Beverly & Your Friends at Jack Daniel’s”

    So it would appear that getting a nomination does not necessarily guarantee admittance. ;-( I am still watching the mail every day while trying to remain hopeful. I’ve been a fan of Jack Daniels since I was old enough to legally do so, so I hope this happens soon.

  44. Jeff Green
    October 5th, 2014 at 16:20 | #44

    I have been trying to become a Tennessee Squires for years I don’t know anyone who is a Squire but I have bee vary interested. If anyone could help me out and maybe point me in the right direction. I’m not asking you to nominate me without ever knowing me but any info would help. I would LOVE to be a Tennessee Squire.

  45. November 24th, 2014 at 12:02 | #45

    I received my Squires certificate and membership card two weeks ago, but I am not yet registered on the Squire website so I can gain access to the store. Is this wait normal? My plot is h77007.

  46. Blake Hunter
    December 15th, 2014 at 14:13 | #46

    I am trying to become a Tennessee Squire, but I do not know anyone who is a Squire. If anyone could help me out with a nomination, it would be greatly appreciated. I can forward a resume or anything else that may help with the nomination process. Thank you in advance for your help.

  47. Aarrott
    December 16th, 2014 at 23:20 | #47

    @jack davis
    Do you still have these bottles?

  48. Steve
    January 16th, 2015 at 13:52 | #48

    Hi is there any way you could help me get nominated as a squire ? I’m a fan and long time collector I’m 33 and a paramedic so I meet all the requirements they state on the website but I do not know any squires! If you’d be willing to help me out I can varify all I’ve said about myself to be true. I’ve written the distillery many emails but haven’t gotten any closer to becoming a squire , I realize it’s a honor to be one and because it’s so hard to get in it’s something to be treasured , I also realize that if a squire can only nominate a set amount of people in their lifetime it’s something they wouldn’t go out to do for just anyone. Especially for some stranger emailing them from out of the blue! As a paramedic I see many things everyday the best and worst of people it’s really the little things in life tat take the edge off and help make it a little easier. As I said I’m a collector and a long time fan of jack and have found that this pursuit of rare bottles and hard to aquire things give me something to preoccupy my mind . ( one of the reasons I love jack and would love to become a squire) . I realize you probably get hundreds of requests like mine but I’m hoping you can give some thought to going out on a limb for a stranger . Thank you for your time and consideration. Sincerely Steve

  49. Richard Stewart
    March 19th, 2015 at 11:18 | #49

    My granddad was the oldest Tennessee Squire at the time of his death back in the 1980’s I think, he was 99 y/o. Name was LP Finney. Anybody hear of him? My dad was also friends with Angelo Luchessi who was a sales executive for Jack Daniels and who recently died.

  50. Joe Henderson
    March 27th, 2015 at 17:45 | #50

    Ive wanted to become a member for so many years, i know it’s a long shot but can someone please please sponsor me to become a member of the Jack daniels squire Association. Jack Daniels is all i drink and i would love to be able to visit the plot and learn all there is to know. Please, if anyone can sponsor me i would be eternally greatful for the rest of my life. My email address is thank you in advance, and good luck to all you other Jack fans wanting to become a Squire

  1. No trackbacks yet.