The year was 1947. Frank Sinatra (1915-1998) was sitting in a smoky New York City bar, just about to order a drink. It was at this point that his company for the evening, entertainer Jackie Gleason, made a drink suggestion that Frank would not soon forget: “Jack Daniel’s. That’s a good place to start.”

In 2013, Jack Daniel’s sold more than 11 million cases of the company’s iconic Black Label Tennessee Whiskey bottle. According to the company’s historian, Nelson Eddy, that would never have been possible if not for Frank Sinatra.

“Frank’s introduced to Jack Daniel’s in around 1947, we’re a brand that’s under 200,000 cases per year at that point, very small brand,” Eddy says. “And the only reason Sinatra finds out about it, he’s at a bar with Jackie Gleason. Gleason turns to him and says, ‘Have you tried Jack Daniel’s?’ He tries it that night, he falls in love with it, he feels like he’s discovered it and given the number of cases that were out there, in a way, he did discover it for many, many people. He starts calling it, from the stage, the nectar of the gods and the best booze in the world.”

Few could’ve predicted the lifelong friendship between Frank & Jack that would follow. Frank was no stranger to love and loss, but when it came to Old No. 7, his affection was unflinching. Wherever Frank went, Jack was nearby. At the base of his mic stand on-stage. Aboard his private jet. Front row at award ceremonies. Even in his jacket pocket when he was laid to rest.