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Paul Fenton, myself and the band of misfits at The Furnace had to launch Jack Daniel's 1907 to a group of younger drinkers who don't currently have Jack within their regular repertoire. Too tough. Too heavy. Introducing a sweeter, lighter style, but still unmistakably Jack. Still produced drop-by-drop in Lynchburng, TN, the way it was back in 1907. Still a measure of authenticity, independence and passion. But a lighter, sweeter taste. New taste. Same Jack.