The Jack Daniel Distillery and the USO have launched a new partnership called “United We Toast” to mark America’s 250th anniversary. The initiative will deliver messages of support to active-duty troops and feature a national toast on Independence Day, July 4, 2026.
The collaboration positions Jack Daniel’s as a leading partner of the USO’s campaign. It connects America’s oldest registered distillery with the nation’s leading military support organization.
The nationwide effort invites consumers to send personalized messages to active-duty troops. People can do so at retail displays or through a digital hub at jackdaniels.com/toast-250.
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READ THE STORYMessages are routed via the USO’s “Campaign to Connect.” The initiative aims to deliver more than two million handwritten and digital messages to 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.”
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USO CEO Lt. Gen. (Ret.) Mike Linnington also welcomed the partnership.
“As America marks its 250th anniversary, the USO is proud to help create meaningful ways for Americans to recognize and honor those who serve,” he said.
“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 campaign will run across cultural activations and military events throughout 2026. It begins at Nashville’s 4 July “Let Freedom Sing!” Bash, with a national toast broadcast live on primetime television from the Jack Daniel’s Stage on Broadway.
In August, the brand will appear at the 86th Sturgis Motorcycle Rally, where it aims to engage an estimated 575,000 attendees.
Further activations include New Orleans Fleet Week, the USO Experience in Virginia Beach, the Salute the Troops Golf Outing, and a “Toast to the Troops” moment at the USO Five-Star Gala in Seattle.
Jack Daniel’s, owned by Brown-Forman, is produced in Lynchburg, Tennessee.
