Jack Daniel's Announces End To DEI Initiatives Within The Company

Jack Daniel's is the latest American company to reject diversity, equity, and inclusion (DEI) initiatives. The Tennessee-based distiller sent an email to employees informing them of several changes to the company.

"The world has evolved, our business has changed, and the legal and external landscape has shifted dramatically, particularly within the United States," Brown-Forman, the parent company of Jack Daniel's, wrote, according to anti-DEI activist Robby Starbuck . "With these new dynamics at play, we must adjust our work to ensure it continues to drive business results while appropriately recognizing the current environment in which we find ourselves."

The company said it will no longer participate in the Human Rights Campaign's Corporate Equality Index social credit system and will end "quantitative workforce and supplier diversity ambitions."

In addition, executive and employee bonuses and goals will be tied to business, not DEI goals.

Starbuck took credit for the announcement, claiming he was investigating the company for its support of DEI initiatives.

"Overall we had well over 15GB of files, photos and videos," he wrote on X . "We're now forcing multi-billion dollar organizations to change their policies without even posting just from fear they have of being the next company that we expose."

Previously, Starbuck exposed Harley-Davidson for focusing on DEI programs and forced the company to backtrack. John Deere and Tractor Supply Co. have also recently announced an end to their DEI initiatives following consumer backlash.