Joe and Jessi Baker are visionary entrepreneurs and community leaders whose work has transformed the cultural and economic landscape of East Tennessee and beyond. High school sweethearts from Gatlinburg, Tennessee, Joe and Jessi founded Ole Smoky Distillery in 2010, reviving Joe’s family moonshine recipes and launching what is now the largest craft distillery in the country, with products sold in all 50 states and 54 countries.
In 2015, they expanded into craft beer with Yee-Haw Brewing Company, which quickly grew into a regional powerhouse. Jessi also founded the Gatlinburg Barrelhouse and authored Shining: The Ole Smoky Moonshine Family Cookbook, blending Appalachian heritage with family recipes.
Joe and Jessi are graduates of the Winston College of Law and former Assistant District Attorneys. Joe also served as a Judge Advocate General officer in the US Air Force with the Tennessee Air National Guard.
In 2022, Joe and Jessi led the acquisition of Ober Gatlinburg, one of the region’s most iconic attractions, reimagining it as a year-round adventure destination. Their commitment to their Appalachian roots deepened with the founding of Mountain Ways in 2023, a nonprofit dedicated to preserving the spirit and resilience of mountain communities. The foundation has provided over $4 million in disaster relief and launched Moonshot, a leadership program for high school students in Sevier and Cocke counties.
Today, Joe and Jessi run a family office with investments in real estate, hospitality, and consumer goods. They live in Nashville with their three children, continuing to build businesses and initiatives that honor their heritage while shaping the future of the Smoky Mountains.
