Jack Daniel's & USO Launch 'United We Toast' Partnership

LYNCHBURG, TENN. (June 29, 2026) – In celebration of America’s landmark 250th anniversary, the Jack Daniel Distillery and the USO have officially announced a historic new partnership dedicated to honoring the legacy, service, and sacrifice of the United States Armed Forces.

As a leading partner of the USO’s “United We Toast” initiative, America’s oldest registered distillery is joining forces with the nation’s leading military support organization to bridge civilians and service members during this milestone Semiquincentennial year.

National Toast to the Troops: Goal of 2 Million Messages

The core of the “United We Toast” campaign is an ongoing digital and retail movement inviting Americans to show their gratitude. Consumers visiting retail displays or the digital hub can send personalized messages of support to active-duty troops via the USO’s “Campaign to Connect.”

The collaborative effort aims to deliver over two million handwritten and digital messages to USO locations worldwide.

Major 2026 Campaign Activations:

Nashville’s July 4th “Let Freedom Sing!” Bash: The partnership officially kicks off with a massive, live national toast to America broadcast on primetime television from the Jack Daniel’s Stage on Broadway.
86th Sturgis Motorcycle Rally (August): Jack Daniel’s will engage an estimated 575,000 attendees to drive personal messages directly to service members.
Nationwide USO Events: The campaign will feature ongoing “Toast to the Troops” integrations at premier events, including New Orleans Fleet Week, the USO Experience in Virginia Beach, the Salute the Troops Golf Outing, and the flagship USO Five-Star Gala in Seattle.

In Their Words

“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.”

How to Participate

Civilians can tune in live on July 4th to participate in the national toast or head online immediately to submit a digital message of gratitude to active-duty troops.

To submit your message or find a local activation, visit www.jackdaniels.com/toast-250.

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