Despite celebrating its 160th birthday, Jack Daniel’s is keeping pace with the times. The Tennessean whisky has more Facebook friends (1.8 million) than any other alcohol brand. Jack Daniel’s has also revamped its website and effectively used Twitter to build buzz around its new flavored whiskey, Tennessee Honey. True to its Tennessee roots, Jack Daniel’s still upholds its values of authenticity and integrity. To ensure that all employees understand the brand’s heritage and values, Jack Daniel’s brings them to Tennessee for “Camp Jack.” The Jack Daniel’s Distillery also partners with the University of Tennessee to preserve and restore trees native to its home state. Jack Daniel’s commitment to core values and corporate citizenship bodes well for the future. Having launched its first flavored whiskey and pre-mixed alcoholic drinks, the iconic brand is hoping to expand into new markets and make this century as successful as the last.