The word “icon” probably gets thrown around a little too easily these days. It takes time, effort, skill and talent to move something into the active role of icon. It doesn’t happen accidentally or overnight. Mark McCallum knows a little something about working with a true icon. As part of the leadership team at Brown-Forman, Jack Daniel’s parent company, Mark has played a pivotal role in establishing the global footprint of Jack Daniel’s. On this episode of Around the Barrel, we talk with Mark about building that footprint, the new brands that have emerged under the Jack umbrella under his watch, and the challenges of getting some audiences to believe the lore of Lynchburg.