Review - Jack Daniels Old No. 7

Distillery: Jack Daniels Distillery

Owner: Brown-Forman

Type: Tennessee Whiskey

Age: Non Age Stated

Proof: 80 / ABV: 40%

According to the bottle Jack Daniels has been made with quality & craftsmanship since 1866. Jack Daniels distillery was first established during that year by a guy named Jasper Newton “Jack” Daniel who learned the art of distilling from a preacher and a slave. That slave, Nathan “Nearest” Green, also became Jack Daniel’s head distiller. The brand and the distillery survived the Prohibition and two World Wars which is proof of the brand’s resiliency, quality and the savvy marketing behind it. Today, Jack Daniels is a behemoth in the whiskey industry selling 13 million 9 liter cases in 2018 alone. What makes it so popular? Is it the quality of the product or just marketing? Read my tasting notes below to find out. 

Nose: Light fruit notes of peach dominates the front of the nose followed by very slight hints of vanilla and honey. 
Nose Score: 3 pts

Palate: The light fruit notes of peach carries to the palate but now mixed with hints of banana and almonds. Very little heat in the palate with very slight hints of black pepper. 
Palate Score: 3 pts

Finish: Short with very little heat lingering and sadly very little flavour lingering too. 
Finish Score: 2.5 pts

Overall: Very easy to drink. Very smooth and light but also very little complexity. It is good to sip on when you are in a party and talking to a lot of people. This whiskey does not ask for too much attention but has enough character to keep you conscious that it is there in your hands. It does not have the typical vanilla and caramel character expected from most bourbons but then again it never said it was. 
Overall Score: 2.5 pts

A bottle costs CAD$ 32.99 + tax for a 750 ml.  The price is decent and should qualify it as a bottom shelf whiskey but you will seldom see Jack Daniels in the bottom shelves. It is usually on the top shelf and sometimes mid-shelf which makes me think they pay the liquor stores to be where they are displayed. The shelf location, the marketing and great label of the bottle makes it attractive to anyone new to whiskey. 

Total score: 11 pts 

Rating: Buy and share with friends. This bottle is great to have in your home bar because everyone will recognize it and will not refuse to drink it. It has enough quality to be a decent pour when you are busy interacting with other people during a party. 

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