The simple life
Paris Hilton is going out with Benji Madden while Nicole just turned mommy to Harlow, son of Joel, also a Madden.
But this column is not about Paris and Nicole, nor is it about Benji and Joel, but close. It’s about musicians, and their drink of choice.
Ever since Frank Sinatra chugged that iconic bottle onstage, the whole world knew that good ol’ Jack Daniel’s had arrived. In fact he’s been with us since 1866. And another piece of musical history trivia — the good man Sinatra was buried with a flask of JD — and with that, he rested in peace.
This legendary tale has served as inspiration to many a musician’s life, and so the ubiquitous bottle has been on almost every stage (or backstage at that) in rock concerts and other rakrakan venues. Second to the musicians’ instruments is a bottle of good ol’ Jack.
A week ago I found myself at the birthplace of this iconic charcoal-mellowed beverage. In contrast to the often loud atmosphere where this drink is in high demand, I found myself in the quiet town of Lynchburg, Tennessee, home of Jack Daniel’s. The Jack Daniel Distillery is the oldest registered distillery in the United States and is a National Historic Site. Licensed in 1866, the distillery continues to make its old time Tennessee sipping whiskey the way Mr. Jack did back in 1866 and remains true to his straightforward motto:
“Each day we make it, we will make it the best we can.” Whiskey drinker or not, we can all learn something from Mr. Jack.
My first job
Another bit of trivia — peddling Jack Daniel’s was my first ever “adult” corporate job. I started out in Brown Forman Worldwide, the company who owns Jack Daniel’s (here in the Philippines, it is distributed by Premier Wines and Spirits) as their first local hire.
Yup, I was in charge of delivery and promotions in the clubs, liaising with the bar managers and owners and making sure that each bar was well stocked with their favorite whiskey. I would even carry the carts myself, from the back of my delivery truck just to get the job done. I would go out all night, and then I had to be in the corporate offices at Tektite by ten in the morning. On hindsight, I don’t know how I was able to do that (wake up in the morning, I meant).
Back in Tennessee, we stayed downtown in Nashville where all the “action” was — honky tonk bars and electric bulls, coupled with that good ol’ American Midwestern and southern stereotypes — good people and great hospitality, lots and lots of barbecue. Outside that side of town, everything around the city was actually very quiet. It’s quite a peaceful dry county this town, even if a big three-day party was prepared for the almost 500 delegates who flew in from different parts of the world for this Legendary Mash — a global music event that boasts of stellar bands jamming together — thus, the mash.
There was something so calm and peaceful about being in Tennessee amidst overflowing whiskey. At the distillery in Lynchburg, I went and observed every bit of the process of making this drink. From the clear waters where the whiskey process starts to the wood that was burnt for the charcoal that they had to use in the mellowing process to the distillation and the oak barreling and finally, the bottling of the product, it was such a slow and meticulous process. At this facility in Lynchburg, Tennessee, nothing was rushed. They took their time in achieving that distinct taste which JD loyalists can tell from a mile away. To attain perfection, one must go through all that, and more.
Again, in a world where everything seems so fast, another lesson was learned while I quietly pondered on a rocking chair outside the porch of Jack’s old home.
Daytime was spent country music hopping. Nashville, after all, is steeped with a rich heritage for music. Think Dolly Parton, Ray Charles and even the King himself, Elvis Presley (who lives in nearby Memphis) were all semi-residents of Music City USA. Night time was spent with bands from all over the world. Jack Daniel’s rounded up a battle of the bands and the winners made their debut in front of a 500-strong whiskey-sipping crowd.
Pinoy Idols
From Team Philippines, instead of choosing a band, the guys at Premier — big man JP Obligacion, Agnes Ballesteros and Scotch Bulacja — decided to pick the lucky winner — Charlie Borbe was the man.
One day he was just sipping Jack Daniel’s in a bar, the next day he’s on a plane to Tennessee! We could have easily formed a band, knowing the Pinoys’ penchant for singing, but we had to give chances to the other countries to showcase their musical talents. They all did, and how!
The night of the legendary mash, where bands like Hard-Fi and Carbon/Silicon were the main attraction, we all hopped to Lynchburg’s BBQ Hill, at the top most part of the distillery. The place looked like the vacation house of the Von Trapps in The Sound of Music.
And it was brrr, cold. But as soon as I sipped my Lynchburg lemonade and heard the bands play, it felt warm and cozy — I felt right at home. It was a great global gathering of people who loved music and madness.
After the whole three-day global music shebang, I flew straight to New York to get my speed fix. There, amidst the blooms of spring I felt a sense of rebirth. The city was turning green and the cold, hurried breeze was obviously a stark contrast to the Tennessee vibe. I stopped at a Diesel store window, which pictured a young man running on a treadmill while praying, as part of their “Live Fast” campaign.
Sometimes even in fast times, it’s nice to slow down to ponder and reflect, and sip that age-old, charcoal-mellowed concoction, that old number seven. Forget Paris and Nicole.
