Jack Daniel's Tennessee Whiskey just made a major move, according to Robby Starbuck. The anti-woke activist revealed this on Wednesday night after sharing his next target with Fox News.
"Big news," Starbuck announced on X. He was preparing to expose Jack Daniel's next.
But before he could, Brown-Forman, Jack Daniel's parent company, acted first. They announced they were dropping several diversity and inclusion initiatives.
Starbuck listed them out: No more participation in the Human Rights Campaign’s Corporate Equality Index. Bonuses will now focus on business performance, not DEI goals. They’re also cutting "woke" trainings and ending workforce diversity targets.
Jack Daniel's joins a growing trend of brands abandoning controversial "woke" programs.
Starbuck has been in the headlines lately, focusing on companies like Harley-Davidson. His efforts exposed the social agendas that clashed with traditional customers.
Jack Daniel's might have seen this coming, Starbuck hinted. He claims they acted after he started digging through LinkedIn profiles of their employees.
Starbuck has been the driving force behind similar revelations at John Deere and Tractor Supply Co. His work led these brands to step back from leftist initiatives.
Recently, Starbuck told Fox News Digital about his findings on another big U.S. brand.
"What Brown-Forman was doing went pretty deep," he said.
He described the company's actions, mentioning drag shows and promoting various sexual identities. "These things didn’t align with their customer base," Starbuck pointed out.
He concluded, "It was smart for them to get ahead of this before it hit the media for weeks."