Lynchburg distillery offers alternative for the mall-weary

No lines, plenty of parking and free lemonade.

You can't find this deal at the mall, but you will find it in Lynchburg.

Call it Black Label Friday. Every year in Tennessee, hundreds of people forgo shopping madness for a leisurely day at the Jack Daniel's distillery, home of the Old No. 7 whiskey with its iconic black label.

Marketer Randall Fanning said the distillery's free tour could see 1,200 or, if the weather is nice, even 1,500 people the day after Thanksgiving, double or triple the average for this time of year.

Shopping opportunities at the distillery are limited, but for those still compelled to buy something, souvenir shops on Lynchburg's town square sell everything Jack Daniel's except Jack Daniel's itself. Moore County is dry.