Charcoal filtered using the Lincoln County Process and aged in American virgin charred oak barrels, James Ownby Reserve™ Tennessee Straight Bourbon Whiskey is a rich, warm, deep caramel, easy-sipping spirit with a distinctly southern soul. Named to honor the founding father of our family – one of the original settlers of Tennessee – who beat back the British in the Battle of Kings Mountain and faithfully fought for freedom as an Overmountain Man in the Revolutionary War, this treasured family secret is now our pleasure to share with you.

Much like the bourbon inside the bottle, a masterful mixture of essential elements were expertly blended using the outward expression of the packaging to tell the intoxicating story of Ole Smoky’s newest premium product. Beginning with a bold backstory unearthed from one of the most prestigious members of Ole Smoky founder, Joe Baker’s, family tree – the legend of James Ownby was born. From that point on, the brand narrative, deeply rooted in an exhaustive character study, informed every element of the branding. From the intricate, ornamental scrollwork reminiscent of historical storybook spines, to the color palette directly linked to the tattered uniforms of Revolutionary War soldiers, to the snippets of the story itself woven into the encircling architecture of the front panel design, no detail was overlooked. The result is a design that dares to do justice to the incredible man who inspired it – a design worthy of wearing the James Ownby name.