Jack Daniel's has lost its “mind,” feud fighter Robbie Starbuck argued Wednesday night as he told Fox News Digital he was taking aim at another iconic American brand.
“Big news,” the filmmaking activist posted to X. “The next company I'm going to sue is @JackDaniels.”
Brown-Forman, the Tennessee distiller's parent company, “pre-announced” that it would abandon a series of diversity, equity and inclusion (DEI) and left-leaning initiatives, Starbuck wrote.
Harley-Davidson Board Silent on Future and Fate of “Woke” CEO and Chairman
Among them, he wrote, are “ending participation in the (Human Rights Campaign's) Corporate Equality Index social credit system; tying executive and employee bonuses and goals to business performance rather than DEI; ending 'quantified workforce and supplier diversity ambitions;' and reducing awareness training.”
Jack Daniel's is the latest big-name American brand to break away from the corporate “woke” program. (Igor Golovniov/SOPA Images/LightRocket via Getty Images)
Jack Daniel's is the latest iconic American brand to pull out of “woke” programs that have been proven harmful.
Starbuck, the influencer, has attracted international attention in recent weeks, highlighting Harley-Davidson's radical, far-left social policies and creating a deep rift between the company's management and the American public who have been loyal to the motorcycle maker for decades.
Harley-Davidson puts the brakes on 'WOKE' policy after drawing ire from bikers and social media
Starbuck claimed responsibility for the announcement, saying Jack Daniels “must have obtained information from us reviewing employee LinkedIn pages.”
Starbucks turned its attention to corporate America, becoming a driving force in exposing the social challenges of John Deere, Tractor Supply Co. and Harley-Davidson, forcing three iconic American brands to abandon their left-wing initiatives.
Nearest Green, the Tennessee slave and master distiller who taught Jack Daniel how to make whiskey
Starbuck, a Tennessee native, recently told Fox News Digital that he had gathered evidence of unpopular left-wing policies at another well-known American brand.
“What they (Brown-Forman) were doing was pretty serious,” he said.
“The world has evolved, our business has changed, and the legal and external environment, particularly in the United States, has shifted dramatically,” the company wrote. (iStock)
“We're talking about a corporate drag show, promoting every conceivable sexual identity, which was completely inconsistent with their customer base,” Starbuck said.
“It was an incredibly smart move on their part to get ahead of this issue before it was even in the media for three weeks,” he added.
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“We launched our diversity and inclusion strategy in 2019,” Brown-Forman's executive leadership team wrote in a letter to employees on Wednesday.
Harley-Davidson president, CEO and chairman of the board Jochen Zeitz has faced criticism in recent weeks after the company's “woke” efforts sparked a consumer revolt against the motorcycle brand. (Reuters/Brendan McDiarmid)
“Since then, the world has evolved, our business has changed and the legal and external environment, particularly within the United States, has shifted dramatically.”
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Starbuck wrote on X: “We are currently forcing a multi-billion dollar organization to change their policies without even posting, out of fear they will be the next company we expose. We are winning, and one by one we will bring sanity back to Corporate America.”
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Brown-Forman did not immediately respond to a request for comment from Fox News Digital.
Kelly J. Byrne is a lifestyle reporter for Fox News Digital.
