Jack Daniel’s and the USO Announce Historic “United We Toast” Partnership

National Toast to the Troops July 4th encourages consumers to tune in live, raise a glass and send message of support to our service men and women

Lynchburg, Tenn. (June 29, 2026) – In honor of America’s landmark 250th anniversary, the Jack Daniel Distillery and the USO are proud to announce a new partnership dedicated to celebrating the legacy, service, and sacrifice of the United States Armed Forces. Through support as a leading partner of the USO’s “United We Toast” initiative, this collaboration brings together America’s oldest registered distillery and the nation’s leading military support organization to honor the country’s milestone Semiquincentennial.

This nationwide effort brings civilians and service members together through a shared moment of gratitude, a collective toast to our nation’s heroes, and an ongoing digital campaign to support active-duty troops. By connecting the distillery’s 160-year history with the USO’s historic mission, the campaign invites consumers to visit retail displays or the digital hub at www.jackdaniels.com/toast-250 to send a personalized message of support to active-duty troops via the USO’s “Campaign to Connect.” The initiative aims to deliver over two million handwritten and digital messages to strengthen spirits at USO locations worldwide.

“Jack Daniel’s story is an American story, rooted in our history and built on the values of grit, authenticity, and independence, shared by the brave men and women who protect our freedoms,” said Chris Fletcher, Master Distiller at the Jack Daniel Distillery. “It is our absolute honor to partner with the USO to raise a true ‘Toast to the Troops’ and ensure our service members know they are never alone.”

“As America marks its 250th anniversary, the USO is proud to help create meaningful ways for Americans to recognize and honor those who serve,” said USO CEO Lt. Gen. (Ret.) Mike Linnington. “Through ‘United We Toast,’ we hope to inspire moments of appreciation, connection, and support for service members and their families while reinforcing the bond between our military and the nation they protect.”

The partnership will come to life across a series of major high-traffic cultural activations and military community events throughout 2026. The celebration kicks off at Nashville’s 4th of July “Let Freedom Sing!” Bash, featuring a momentous national toast to America live on primetime television from the Jack Daniel’s Stage on Broadway. Following the Independence Day milestone, Jack Daniel’s will head to the 86th Anniversary of the Sturgis Motorcycle Rally in August, where it aims to engage an estimated 575,000 attendees at the Jack Daniel’s activation to unite independent spirits and drive personal messages of support directly to the troops. Beyond these public festivals, the initiative features ongoing integration into premier local USO partner events across the nation, including New Orleans Fleet Week, the USO Experience in Virginia Beach, the Salute the Troops Golf Outing, and a dedicated “Toast to the Troops” moment at the flagship USO Five-Star Gala in Seattle.

For more information on local event activations or to submit a digital message of gratitude to the troops, visit www.jackdaniels.com/toast-250.

About Jack Daniel’s

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Double Mellowed Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Tennessee Blackberry, Jack Daniel’s Bonded, Jack Daniel’s Sinatra Select and Jack Daniel’s & Coca-Cola. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world as recognized by Interbrand. Visit www.jackdaniels.com for more information.

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Tennessee Whiskey, 40% Alc. by Vol. (80 proof). Distilled and bottled by JACK DANIEL DISTILLERY, Lynchburg, Tennessee. JACK DANIEL’S and OLD NO. 7 are registered trademarks. ©2026 Jack Daniel’s. All rights reserved.

About USO

The USO is the leading nonprofit dedicated to strengthening the well-being of the people serving in America’s military and their families. Since 1941, the USO has been by the side of service members throughout their military service. Impactful support is provided through our 260+ locations around the world, a robust care package delivery program, entertainment, military spouse and youth programming, and much more, all made possible by donors, corporate partners, volunteers and staff. To learn more and support our critical mission around the globe, please visit USO.org or follow us on Facebook, Twitter/X, Instagram, and LinkedIn.