By Tabitha Evans Moore
Editor & Publisher
LYNCHBURG, Tenn. — Far be it for a race sponsored by Jack Daniel’s Distillery that boasts the famous Whiskey Hill to be a prude about alcohol, but there’s a time and a place for everything, according to Oak Barrel Half Marathon Director Melissa Miller.
Last Saturday, during Lynchburg’s annual Oak Barrel Half Marathon, two yet unidentified women set up a small table at the top of Whiskey Hill — at the corner of Lois Ridge and Goosebranch — and handed out shots of whiskey to runners topping the famous Whiskey Hill.
“These folks were neither part of our race staff nor were they our authorized volunteers,” Miller tells us.
For those not familiar with the race, Whiskey Hill is a very memorable race feature that starts at around the three-mile mark — running approximately one mile long. After the switchback, the incline increases dramatically. It’s become famous in the running world and even boasts it’s own Facebook page.
Both women, according to race staff, wore 2026 Oak Barrel Half Marathon t-shirts, which are only available to runners and staff — giving their “aid station” the appearance of being officially sanctioned by race staff.
Miller says her suspicion is that the women picked up their race packets, then handed off their bibs to another runner, which is against race rules, or simply didn’t run for whatever reason.
“The big issue on my end is that they had a table out there. They had on Oak Barrel shirts. They looked like a legitimate aid station,” Miller says. “If it looks like one of our water stops, it’s a problem. It’s a problem when it comes to the sponsors. It’s a problem when it comes to our law enforcement.”
Miller says she’s sure others have handed out a little local product during the race to friends and family over the course of the race’s 17 year history and for the most part she takes a live-and-let-live approach. However, she says doing so while giving the appearance — intentionally or not — of an official Oak Barrel aid station presents multiple safety, legal, and reputational issues for her.
The Oak Barrel allows underaged runners but due to the distillery’s sponsorship organizers flag participants under the age of 21 with yellow race bibs to make them easily identifiable as well as producing non Jack Daniel’s-branded t-shirts especially for youth runners.
On-course whiskey distribution is unacceptable
Miller reports that the entire Oak Barrel Race Committee met Saturday afternoon and that roughly 20 members agreed that on-course whiskey distribution is unacceptable. When it comes to adult consumption, they are content with a “don’t ask, don’t tell” policy, but say a station set up that looks official creates the potential for confusion and unintended consequences.
The Mach Tenn Running Club organizes The Oak Barrel Half Marathon with the help of nearly 300 volunteers. In addition to raising money for local non-profits like the Moore County Resource Center and Friends of Animals Rescue & Adoption Center, other local nonprofits like the Moore County Volunteer Fire Department, MCHS FFA, Moore County Seniors Center and others also earn money for sponsoring water stops for runners. In total, it raises around $20,000 for local worthy causes.
After a social media post following the race, some commented that race officials were making a big deal out of nothing. Miller says she understands the “hot take” but most commenters aren’t considering the potential legal fallout should something go wrong.
“We’re not opposed to alcohol. We love our sponsor, Jack Daniel’s, both the company and the product. We’re not opposed to adults handing another adult a shot during the race. But what we are opposed to is breaking laws inside a sanctioned race that might open both you and us up to liability of some sort, whether it be from the local sheriff’s department or litigation from someone whose kid accidentally grabbed a cup and and told them about it post race.”
Miller says she’s also concerned about runners inadvertently consuming alcohol at a physically taxing point of the the race.
“Hey, we all want to celebrate a big win,” Miller said. “It’s just it needs to be done at the proper time, and honestly, on the course is probably not that time.”
According to local law enforcement, the matter is still under investigation. •
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