Carl White was a prominent figure in the latter half of the company’s history. In 1900, Kelly brought in a new vice president, Carl White. White served as vice president until Kelly appointed him president of the company in 1906. Kelly remained CEO until his death in 1907.

Note that both Kelly and White are listed on this invoice from April 1902.

Upon Kelly’s death, White retained controlling interest in J.W. Kelly & Co.

President, VP, and Treasurer are listed at the top of this letter from 1913.

In February 1911, Henry Kraver sold one-half interest in the Kentucky Peerless Distilling Plant to Carl White for $40,000 ($1.17 million in 2022). Improvements were made and the capacity was doubled. This is also when J.W. Kelly & Co. began to list their Kentucky distillery in their advertisements. J.W. Kelly & Co moved production to Henderson, KY. The company moved out of the building they'd built at 13-15 W. Ninth Street and settled for a smaller office in Chattanooga and corporate offices in Lexington, KY, Chicago, IL, and New York, NY. They sold non-alcoholic beverages in the state of Tennessee, but kept up their distributorships with companies like Budweiser.

In the middle of all of this, White bought a farm, which he focused on once the ratification of the 18th Amendment (Prohibition) occurred in 1919.