This month sees the Jack Daniel’s Distillery celebrate its 150th anniversary, making it the oldest registered distillery in the US – and to celebrate, a commemorative 150th anniversary bottle of Jack Daniel’s Old No. 7 has been released in the off-trade as well as an exclusive super premium 150th Anniversary expression.
The limited edition 43%, 70cl bottle of 86 proof Tennessee Whiskey is mellowed through 10 feet of hard sugar maples charcoal, before barreling.
The exclusive super premium version is a limited edition 50% 1tr bottle. In this expression, the Jack Daniel’s coopers “slow-toasted” the barrels to bring out the rich flavour and aromas of the wood. Once barreled the whiskey then matured in one of Jack Daniel’s oldest barrelhouses, the Angel’s Roost – typically reserved for Jack Daniel’s Single Barrel – where its elevation and exposure to the sun gives the ideal climate for maturation and results in more intense and unique flavours, according to JD owner Bacardi Brown-Forman Brands (BBFB).
Crispin Stephens, head of commercial planning and activation at BBFB commented: “It is an incredible achievement that Jack Daniel’s has been making whiskey in the same way in, in the very same place, Lynchburg Tennessee for 150 years. The anniversary presents a fantastic opportunity to celebrate with Jack Daniel’s fans as well as raise awareness and unlock further potential of the American whiskey category”.
A multi-media promotion is also running through broadcast (TV, cinema and pre-roll), on billboards, in print, online and on social media and will culminate with a global event at the distillery in October. The 50% super premium premieres exclusively in Harvey Nichols before a wider rollout into selected outlets from October onwards.
Earlier this year, Jack Daniel’s overtook The Famous Grouse as the UK’s best-selling whisky.