Every sip of Jack Daniel’s is safeguarded by a brigade that loves the whiskey as much as the people who drink it—because they know what’s at stake
The Jack Daniel’s Fire Brigade is more than just a team—it’s a band of whiskey-saving heroes, armed with hoses, heart, and a whole lot of Lynchburg pride. Made up of volunteer distillery workers who’ve traded their barrels for bravery, these folks are the guardians of the historic grounds, making sure that every drop of Old No. 7 stays safe from flames and mishaps. Rain or shine, they’re ready to swoop in and save the day, whether it’s an unexpected fire or a whiskey emergency (is there any worse kind?). They embody the same precision and passion that goes into every bottle, ensuring that both the distillery and the community stay safe and sound, all while maintaining that classic Jack Daniel’s charm.
To add to the firehouse flair, the brigade has revamped the traditional Maltese cross, blending firefighting pride with a nod to the iconic Old No. 7 logo. It’s not just a symbol of courage anymore—it’s a badge of whiskey-wielding honor. Because if there’s one thing the Jack Daniel’s Fire Brigade knows, it’s that whether you’re protecting people or preserving whiskey, you’ve got to do it with style.
And speaking of style, nothing says "we’ve got this" like their gleaming, antique fire truck. This vintage beauty, part of the brigade’s arsenal, isn’t just for looks (though it does look pretty fantastic in parades and on tours). It’s a rolling piece of history, a reminder of the distillery’s long-standing commitment to craftsmanship and care. Much like their whiskey, this truck has stood the test of time, carrying with it stories of protection, resilience, and a community that knows how to keep its spirits—literally and figuratively—safe.
Challenge Design was honored to be commissioned to craft a challenge coin for the esteemed Jack Daniel’s Fire Brigade—a dedicated team that not only safeguards the historic Lynchburg distillery but also plays a crucial role in preserving the heritage of one of America’s most iconic whiskey brands. This project is deeply rooted in tradition, and our design aimed to capture both the spirit of the Fire Brigade and the craftsmanship that defines Jack Daniel’s legacy. Every detail of this coin was carefully considered to reflect the brigade’s mission of protecting lives, property, and the precious product at the heart of their efforts.
One side of the coin features a beautifully detailed depiction of an antique fire truck, a symbol of both the brigade’s history and their unwavering commitment to fire safety. The truck sits proudly in an outdoor port, with the words "Fire Brigade" displayed on a sign above the roof—an emblem of the brigade’s constant readiness. The silver raised text along the black border reads: “Jack Daniel’s Fire Brigade | Protecting lives, product, and property the best we can.” To add to its authenticity, small decorative fire axes frame the design, reinforcing the bravery and dedication of the volunteers who stand ready to protect the distillery from harm.
The reverse side of the coin showcases the iconic Jack Daniel’s Fire Brigade logo in striking black and silver. At the heart of this design is the firefighter’s cross, a symbol of pride and brotherhood that firefighters around the world hold dear. Embedded within this cross is the Old No. 7 brand, a direct link to the legendary whiskey that has become synonymous with Jack Daniel’s. Surrounding the logo is the raised silver text, proudly proclaiming “Lynchburg, TN,” a reminder of the brigade’s local roots and their connection to the town that has been home to the distillery for generations.
This challenge coin stands as a tribute not only to the Jack Daniel’s Fire Brigade but also to the values that unite both the whiskey and firefighting worlds—craftsmanship, resilience, and community. Each coin serves as a lasting token of appreciation for those who dedicate themselves to protecting the distillery and its rich history, ensuring that the legacy of Jack Daniel’s and the bravery of its fire brigade live on.
Other Jack Daniels Fire Brigade Challenge Coin
Jack Daniels 5K Fire brigade
Challenge Design was honored to create two commemorative challenge coins for the Jack Daniel’s 5K event, marking the 20th anniversary of 9/11. These coins were designed with profound emotional significance, symbolizing both Jack Daniel’s community spirit and the bravery of local firefighters. One coin honors the Jack Daniel’s Fire Brigade, featuring the Maltese cross and Old No. 7 logo, while the second recognizes the Moore County Metro Fire Department. Each coin tells a story of resilience, solidarity, and the enduring legacy of those who protect Lynchburg, Tennessee.
Jack Daniels Fire Brigade Collaboration with Tunnel to Towers
Challenge Design was honored to create a special challenge coin in collaboration with the Jack Daniel’s Fire Brigade and Tunnel to Towers Foundation. This traditional round silver coin features the Fire Brigade logo in raised black outline on one side, symbolizing the dedication of local firefighters to protect the community. The reverse side showcases the Tunnel to Towers logo and includes the text "5K Run & Walk – Lynchburg TN September 2023," honoring an event that supports first responders. The outer border is adorned with red, white, and blue colors, reflecting American values and unity. This project not only serves as a collectible but also represents a heartfelt tribute to those who have made sacrifices in the line of duty.
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