Jack Daniel’s newest retail store won’t sell its namesake whiskey. Dubbed the Nashville General Store, the shop is set to open near downtown Nashville later this month in the historic factory-turned-shopping-complex, Marathon Village. The opening is pegged to Jack Daniel’s 150th anniversary celebration.
This is the first branded store to open outside of Lynchburg, Tennessee (Jack Daniel’s home)—which has been dry since Prohibition. Nashville, it should be noted, is very much not dry, and yet you still won’t be able to buy booze at the store. Why not? You need a liquor license for that. Instead of jumping through the hoops to score one of those, the store will sling branded merchandise like clothing, barware and custom instruments. There will also be displays on how Jack Daniels is made, which the brand hopes will motivate tourists to visit the distillery to see the process firsthand.
If shopping for whiskey-branded gear leaves you thirsty, you are in luck: Marathon Village is home to two distilleries, Corsair and Nelson’s Green Brier, where you can get actual whiskey.
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