Jack Daniel’s is a pairing of words or a name that is synonymous today with whisky. It sits on everyone’s tongue when we think of whisky. It has been vilified throughout the world as a brand that supersedes all others to the general public. So what is it about Jack that we all love so much? could it be the history? could it be the romance? could it be how it makes you feel when you walk into a bar at the end of a hard day and ask for the immortal “Jack and Coke”.Lets delve a little deeper into the non production side of Jack Daniel’s whisky. 

Jack Daniels

Around 1850, a time in which America was growing. Cities were being formed and governments were arguing, it made for a very exciting, risky and empowering time in America and to be American.

But in Lynchburg, Tennessee something very exciting was about to unfold. It is widely agreed that Jack was born in 1850 but nobody’s really sure about when his birthdate actually was. In fact when Jack died different newspapers printed different dates for his birth.  It’s this ambiguous nature that surrounds Jack that lends a certain air of romance to the Jack Daniels brand that makes it one of the most interesting whisky stories in the world today.

Born to a mother who died during complications in Jack’s siblings birth, of which he had 11 and a father who died of pneumonia during Jack’s teens.

Jack had it tough. Jacks early life meant that when he was around ten Jack’s father decided that it was time for Jack to learn a trade. Jack was hired out to the Lutheran Minister who ran a dry goods store. in which the the store owner would sell this new whisky that he made from the local water source and was different to all whisky that was available at the time. The reason? Rev. Dan Call, the minister, had created a new way of making it called the “Lincoln County Process”. Other distilleries used this technique which is the a early charcoal mellowing system that Jack Daniels still uses to date. However the other distilleries abandoned this method stating that it was too time consuming and expensive. But not the Reverend he stood by it and was true to his feeling that this was the best way to create a whisky. Upon learning his trade this was a method was taught and instilled into Jack. 

“Lincoln County Process”


Old No 7

I’m a bartender, owner of Mixmasters4u company, I have heard story of Jack Daniels old no 7 from many persons whose are related to bar profession.I have also watched many stories regarding no 7.

1) One of the story is that Jack Daniels lucky number was 7.
2) another one is that ,he had 7 girlfriends .
3) Some people says that the first train which carried Jack Daniels whisky barrels no was 7.

4) According to Daniel’s biographer, the origin of the “Old No. 7” brand name was the number assigned to Daniel’s distillery for government registration.

5) some people says that the way he wrote J looked like 7 .

But when I send a email to Jack Daniels team, they replied me that they are also not able to answer about NO 7. They mailed me that nobody knows anything about NO 7 .

Amod Yadav
story of no 7


In 1863 a fiery sermon from a female evangelist inspired Rev. Dan Call’s wife to put her foot down and demand that Dan leave the whisky business for good or leave the Ministry for good. A hard choice but Dan opted to sell the lease of the distillery to his young apprentice and associate who pounced on the opportunity.  Jack Daniel found a tract of land in Lynchburg that included a limestone cave and spring. The pure spring water from the cave became the most important business tool Daniel ever purchased. With the War Between the States over in Tennessee and it starting to come to a close elsewhere, Jack Daniel rightly anticipated the Federal government would levy a tax on distillery operations and, at the age of 16, became the first to register his operation with the United States government. The taxes levied on his company’s product were something he always despised, but because of his quick business move and the growing popularity of a unique whiskey that produced much needed revenue for the government.

Jack Daniel is 16 and stands at a great height of only 5’2”, he has taken over a distillery in the middle of a war. He has picked up the distillery and moved the entire thing because he believes in his gut reaction that the water is better there. and he has registered it to the new Federal Government, which now is the oldest registered distillery in the US. Jack Daniel had balls. What were you doing when you were sixteen?Ten years later he bought the whole thing including the land in which the water source (the hollow) resided, all 142 acres of it.

Hot-air balloons Advertising

 Daniel was the first in Tennessee to use hot-air balloons as a promotional tool and often fascinated the locals with his advertising antics. Jack Daniel also started the practice of issuing commemorative bottles to celebrate certain events. He generally stayed with his trademark square bottle, which some say he did as a symbol of his being a “square shooter”, which was a popular saying of his day. 


Alcohol and music

Jack was a big fan of music and understood the correlation that his whisky had with it. 

A powerful brand tool that Jack Daniel’s still uses today. In 1905 Jack hired The Silver Cornet Band to play in Lynchburg square in which he owned two saloons. At this time there was no way to hear and band without seeing them. He believed that people would come from miles around to see the band and when there they would need a drink. Jack had cemented the the link between whisky or alcohol and music.

 In 1909 Tennessee goes dry due to a statewide prohibition and Jack has to move production to Missouri for seven years. Jack had put the wheels in motion that would make his nephew Lem Motlow his successor and he was trusted in this difficult time. Lynchburg Tennessee, where JD is distilled, is a dry county still today. You cannot buy alcohol there, a fact which is an integral part of the JD story. It goes back to these days of prohibition when the distillery was forced shut down production for 7 years. Although it nearly bankrupted the company back then, Jack Daniel’s eventually survived. This is a perfect example of a protagonist facing conflict, overcoming adversity and  emerging victorious. Which is how the whisky makes you feel isn’t it? This is one of the many true stories that defines the brand today. 

The safe which killed Jack Daniels.

In 1911 Jack got angry in his office and kicked his safe because it wouldn’t unlock. 

He hurt his toe and it developed gangrene. The irony is that if he had just dipped his toe in the whisky he was making it would stopped his death, but Jack was a stubborn man until he died shortly after. It was at this point that the labeling on the iconic Jack Daniel’s bottle became black, maybe it was a tip of the hat to Jack’s passing. We like to think so. This wasn’t the end of the Jack Daniel’s story though. At the start of America’s involvement in the Second World War the country asked for all A grade whisky to be sent towards to the war effort. Jack Daniel’s refused to create the whisky with anything less than A grade corn and so they shut their doors. This turned out to be a marketing masterpiece.

A New York newspaper towards the end of the war published an article asking where Jack Daniel’s whisky had gone? proclaiming it as ‘the best whisky you never tasted’. What followed was an influx of calls and letters to Lynchburg. Jack Daniel’s response was that they would reproduce as soon as A grade corn became available again and that everyone would just have to wait. it must of been like waiting for Christmas to the whisky drinkers of the North. It created the insatiable appetite that was about to follow.


In 1955 Jack Daniel’s received a call out of the blue from a certain Mr. Frank Sinatra.

Frank didn’t want to be paid in anything other than whisky. he truthfully loved Jack Daniel’s whisky and became the world’s Global Ambassador. Frank calls Jack the “nectar of the gods” and sales double by 1956.

 Jack Daniel’s whisky has been honouring the legendary past ever since.

For me it is the honesty and the integrity that the brand connotes. It exudes quality and relevance. It will never be outdated. it is synonymous with everything each of us yearns to be. I’ll leave with Jack’s motto that we could and should carry into everyday life.

Jack Daniel’s 360 | VR Distillery Experience

“Everyday we make it, we’ll make it the best we can.”If You would like to know more about whisky then be sure to check out my other articles.

Jack Daniels last spoken words , One last Drink Please

Jack Daniel’s Tennessee Whiskey

We do things a little differently around here – and that’s what gives Jack Daniel’s its distinctive character. We charcoal mellow our whiskey drop by drop, then let it age in our own handcrafted barrels. And we don’t follow a calendar. Our Tennessee Sippin’ Whiskey is ready only when our tasters say it is. We use our senses, just like Jack Daniel himself did. In fact, more than a century later, our Tennessee Whiskey is still judged the same way. By the way it looks. By the way it smells. And, of course, by the way it tastes.

Jack Daniel’s Single Barrel

We hold ourselves to the highest standard when crafting and selecting Jack Daniel’s Single Barrel. In fact, just one out of every 100 barrels are set aside to mature in the highest reaches of our barrelhouses, where dramatic temperature changes cause the color and taste to deepen further. Each barrel is hand-selected for its one-of-a-kind flavor, robust taste, and notes of toasted oak, vanilla, and caramel. It’s not easy making a whiskey like Single Barrel. But easy never interested us in the first place.

Gentleman Jack Double Mellowed Tennessee Whiskey

Just like Jack Daniel’s Tennessee A balanced whiskey with well-developed traces of vanilla, caramel and almond. An exceptionally smooth Tennessee whiskey with a rich, rewarding taste and a gentle farewell. The first whiskey in the world mellowed twice for ultimate smoothness.

Jack Daniel’s Tennessee Rye

Jack Daniel’s Tennessee Rye brings together two classics – Rye’s distinctive flavor, drawn from our unique 70% Rye grain bill, and Jack’s time-honored charcoal mellowing method. What emerges is a spicy whiskey that’s sippin’ smooth.

Jack Daniel’s Tennessee Apple

Highly versatile, deliciously smooth, and refreshing, Jack Apple combines our proprietary crisp, green apple liqueur with the unique and unmistakable character of Jack Daniel’s. It’s an apple-flavored whiskey* that only Jack Daniel’s can deliver.

Jack Daniel’s Tennessee Honey

Jack Daniel’s Tennessee Honey is a blend of Jack Daniel’s Tennessee Whiskey and a unique honey liqueur of our own making, for a taste that’s one-of-a-kind and unmistakably Jack. With hints of honey and a finish that’s naturally smooth, Jack Daniel’s Tennessee Honey is something special.

Jack Daniel’s Tennessee Fire

Crafted with Jack Daniel’s Old No. 7 Whiskey and naturally infused with a proprietary red hot cinnamon liqueur. Enticing to all the senses, the aroma of fiery spice blends with the mellowness of Jack Daniel’s and a hint of red hot cinnamon. The result is a sweet, hot cinnamon kick that complements the smooth and delicious taste of Jack Daniel’s, giving you a unique finish full of unmistakable character.

Jack Daniel’s Sinatra Select

Bottled at 90 proof, and made with unique “Sinatra Barrels”, Jack Daniel’s Sinatra Select pays tribute to Jack’s biggest fan: Mr. Frank Sinatra. These Sinatra barrels have deep grooves on the inside of the staves — which exposes the whiskey to extra layers of oak. This imparts a rich amber color, bold character and a pleasant smokiness, followed by an incredibly smooth vanilla finish. Much like Frank himself, this whiskey is one of a kind.

Jack Daniel’s No. 27 Gold

Introducing Jack Daniel’s No. 27 Gold Tennessee Whiskey. A rich, exquisitely refined and distinctively finished expression of our original Old No. 7 Tennessee Whiskey. Crafted to the same uncompromising standards as Jack Daniel’s Old No. 7, our Jack Daniel’s No. 27 Gold earns its name from the double barreling and double mellowing. It is extra matured in golden-hued maple barrels and twice charcoal mellowed for luxurious hints of maple and an exceedingly smooth finish. The extra time and attention required to craft this ultra-smooth spirit means Jack Daniel’s No. 27 Gold will only be released in a limited number of places.

Jack Daniel’s Winter Jack

Jack Daniel’s Winter Jack is a seasonal blend of apple cider liqueur, Jack Daniel’s Old No. 7 Tennessee Whiskey and holiday spices. It is based on an original family recipe from Jack’s home in Lynchburg, Tennessee. When it’s cold outside and snow is falling, our heartwarming Tennessee Cider should be enjoyed with friends and family. Winter Jack is best served warm. Once heated, it has an inviting aroma of warm apple cider, orange peel, cinnamon, clove and Jack Daniel’s Tennessee Whiskey. The taste is reminiscent of apple pie complemented with Tennessee Whiskey and seasonal spices, with a finish of toasted oak and vanilla.

Jack Daniel’s Country Cocktails

Jack Daniel’s Country Cocktails are the only flavored malt beverages today that combine natural citrus and fruit flavors with a slight hint of Jack Daniel’s Tennessee Whiskey. They are designed for consumers looking for a premium quality brand and the convenience of a ready-to-drink beverage that’s refreshing while also containing a little bit of the Jack Daniel’s attitude.

Jack Daniel’s Ready to Drinks

Until now, getting a drink mixed perfectly with Jack Daniel’s Tennessee Whiskey meant visiting your favorite bar and having a bartender make your call. Now you can enjoy a perfectly mixed Jack & Cola or Jack & Ginger in a convenient ready-to-drink, single serving. Each is a perfect mix of Jack Daniel’s Tennessee whiskey and your favorite ingredients ready whenever you make the call.



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