Jack Daniel, USO Join to Send Messages of Support to Troops

 Jack Daniel Distillery and the USO announced a new partnership dedicated to celebrating the legacy, service, and sacrifice of the U.S. 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.”

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.