New Jack Daniel’s Offering in China

Jack Daniel’s No. 27 Gold, a double-barreled and double-mellowed expression of the brand’s Old No. 7 Tennessee Whiskey, is now available in Asia. From the press release:

LYNCHBURG, Tenn., (JUNE 18, 2014) – For the first time in its more than 140-year history, the Jack Daniel Distillery is offering a double-barreled and double-mellowed expression of its world-renowned Old No. 7 Tennessee Whiskey in Asia.

After first maturing in charred American white oak barrels, Jack Daniel’s No. 27 Gold is then matured in maple barrels to pick up luxurious hints of rich maple before going through the mellowing process a second time. The natural amber hue, along with a scent of toasted oak and honey, offer an intricate texture and taste.

“Jack Daniel’s No. 27 Gold is a new refined expression of our original Old No. 7 Tennessee Whiskey it is additionally matured in golden-hued maple barrels and twice mellowed through our sugar maple charcoal mellowing process,” said Jack Daniel’s Master Distiller Jeff Arnett.

Arnett noted that the flavor characteristics of Jack Daniel’s Gold – subtle hints of rich, warm maple and toasted oak on entry giving way to a complex medley of fruit – creates a smooth, slightly sweet taste profile. Arnett said the double charcoal mellowing process provides an exceedingly smooth finish that works especially well with the maple barrels.

For the launch, Jack Daniel’s China partnered with the Shanghai Duolun Museum of Modern Art to initiate the “Inspired by Gold: Journey of Artistic Discovery.”

Four contemporary Chinese artists – China’s leading glass artist Xiaowei Zhuang, celebrated contemporary ceramic artist Qing Kang, renowned wood carving artist Baocheng Zheng and emerging ink wash painter Wenqing Ding —visited the Jack Daniel Distillery to experience the culture and witness the craftsmanship that goes into making Jack Daniel’s. They then created works of art which will be on display at the museum for the launch. These unique pieces of art salute the “gold” craftsmanship from the perspectives of the five elements of water, fire, wood, earth and gold. These five elements are at the very heart of traditional Chinese culture, and each embodies the craft of creating Jack Daniel’s No. 27 Gold Tennessee Whiskey.

• The “water” element refers to the pure, iron-free water that is used to make every drop of Jack Daniel’s. The Cave Spring is the sole water source and the reason that founder Jack Daniel chose the location for his distillery.
• The “fire” element refers to the distillery’s ultimate pursuit of craftsmanship by taking the extra measure of mellowing every drop of Jack Daniel’s through ten feet of packed sugar maple charcoal to give Jack Daniel’s its distinctive smooth taste.  
• The “wood” refers to the new barrels in which the whiskey matures giving Jack Daniel’s its amber color and taste of toasted oak and vanilla. For Jack Daniel’s Gold, the second maturation in maple barrels gives the final product a maple fragrance with a hint of toasted oak and honey.
• The “earth” in the five elements refers to the place of origin – the Jack Daniel Distillery – where every drop has been produced since Jack Daniel registered his distillery in 1866, making it the oldest registered distillery in the United States.

And “gold” refers to the distillery’s newest offering – Jack Daniel’s No. 27 Gold Tennessee Whiskey, crafted by following the distillery’s golden rule of “Every day we make it, we’ll make it the best we can.”