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Jack Daniel's Sets Pace for Responsibility with New Public Service Announcement – February 9, 2006

LYNCHBURG (pop. 361), Tenn. (February 9, 2006) — Working with NASCAR and the Century Council, the Jack Daniel Distillery is launching a new public service announcement as part of its ongoing efforts to encourage adults of legal drinking age to drink responsibly and know their limits when consuming alcoholic beverages.

The debut of the :30-second spot titled “Pace Yourself” will coincide with the beginning of the 2006 NASCAR Nextel Cup season.

The public service announcement features Master Distiller Jimmy Bedford – who’s also a farmer – cruising the country roads of Lynchburg, TN in what at first glance appears to be a car. As the camera pans out, however, you see him on a tractor being followed by a long line of cars. As he travels at his own pace, he suggests that friends of Jack Daniel’s do the same, reminding them to “know your limits, no matter what everyone else is doing around you. Pace Yourself. Drink Responsibly.”

The spot then directs viewers to, the Century Council’s website to educate the public on drinking and driving laws in each state. The site’s Blood Alcohol Educator (BAE) helps educate the public about Blood Alcohol Concentration (BAC) levels and how alcohol affects you as an individual. By using the BAE, a person can quickly learn how alcohol affects their BAC level in a safe and alcohol-free environment.

According to the Century Council, 77 percent of Americans say they have received enough information about drinking and driving, yet an alarming 72 percent of all Americans do not know their state’s blood alcohol concentration for driving.

“When we entered NASCAR, we promised that everything we do would be grounded in responsibility, and this public service announcement is another effort on our part to continue promoting that message,” said Mark Bacon, National Brand Director for Jack Daniel’s. “We’re serious about responsibility and that’s why wherever you see the No. 07 Chevy, you will see our important message of ‘Pace Yourself. Drink Responsibly.’ We hope this public service announcement will take that message to an even broader audience.”

“As an organization that has worked for the past 15 years in the fight against drunk driving, we know that education and raising awareness are key to saving lives,” said Susan Molinari, Chair of The Century Council. “We commend Jack Daniel’s for going the extra mile to help us promote this tool among the adult public,” said Molinari.

In addition to national distribution of the PSA, the “Pace Yourself” spot will also be featured on the Jack Daniel’s racing website,, as well as Richard Childress Racing’s site