For far too many in this “new is always better” world, the word “innovation” tends to mean “blow everything up and start from scratch.” When you’re stewards of a brand with more than 150 years of experience and expectation, that definition simply will not stand. But that doesn’t mean you can’t or shouldn’t make those adjustments that open up a world of new opportunities.

On this episode, we talk with current Jack Daniel Distillery team leaders Chris Fletcher and Lexie Phillips about how looking through the lens of innovation not only clarifies the past, but also reveals the future; how one year on Coy Hill can make a big difference in completely unforeseen ways; and how taking things up a notch yields spectacular results.