“Probably the best story behind a whiskey. Ever.”

MPF StaffAdvertising, Advocacy, Branding, Community Relations, Crisis Communications, Digital Media, Event Management, Graphic Design, Grassroots Campaigns, Influencer Outreach, Internal Communications, Media Relations, Publications, Research and Analytics, Strategic Communications Planning, Video, Website Development, Writing/Editing



You may not have heard of Nathan “Nearest” Green, but he is a legend around Lynchburg, Tenn. The story of the former slave who taught Jack Daniel how to make Tennessee whiskey has been passed down for generations.

New York Times best-selling author Fawn Weaver was captivated by Green’s story after reading it in the New York Times. The article inspired her to start the Nearest Green Foundation and launch Uncle Nearest Premium Whiskey to honor Green’s contribution to the whiskey industry. Weaver turned to MP&F to spread the word about distiller Nearest Green and the new whiskey named after him.





GOAL


Our goal was simple: Help our client tell Green’s story through national and Tennessee-based media and whiskey writers and enthusiasts around the country.





RESULTS


  • National Media: The New York Times, NPR and CBS
    The New York Times’ Food featured Uncle Nearest on the front page that summer. Immediately calls and inquiries started coming through our phone lines and didn’t stop for weeks. A week later, NPR’s “All Things Considered” covered the story, and two months later, our client was interviewed on “CBS This Morning.”

  • Tennessee Media: 28 hits
    In Tennessee, where the whiskey was sourced, our pitch to The Tennessean was immediately picked up, followed by coverage from NewsChannel 5 in Nashville. Our efforts also garnered positive coverage of Uncle Nearest Whiskey in The (Memphis) Commercial Appeal, StyleBlueprint, Nashville Lifestyles, the Nashville Scene and the Nashville Business Journal.

  • Whiskey Media: 17 hits
    In the whiskey world, our media work generated Uncle Nearest Whiskey write-ups in Modern Distillery Age, Distillery Trail, American Whiskey Magazine, Whiskey Advocate and more than a dozen more publications. One of the top whiskey writers in the country, Fred Minnick, called it “Probably the best story behind a whiskey. Ever.”