Today, we are drinking Jack Daniel’s Old Number 7, which, like Jim Beam, is a worldwide phenomenon. We find it hard to believe we could find anyone with even a passing interest in whiskey who has not tasted Jack Black. If not neat, at least a Jake and Coke. Celebrities like Frank Sinatra loved this stuff. Its bottle and label have become an icon unto themselves.
Old number 7 is called a Tennessee Whiskey, which means it goes though the Lincoln Country Process, which that means it is filtered through sugar maple charcoal, 10 feet of it to be precise. From their website “Charcoal Mellowed. Drop by Drop.” This is thought to make the juice a little more mellow and to add another layer complexity. It also a Sour Mash, which means they put a little bit of the previous mash bill into the new one.
Jack Daniel’s Number 7 sells for under $20, is 80 proof, is available anywhere whiskey is sold, comes in the aforementioned iconic screw top bottle with the recognizable black label. The mash bill is 80% corn, 12% barley, and 8% rye. There is no age statement, from their site: “Our Tennessee Whiskey doesn’t follow a calendar. It’s only ready when our tasters say it is. We judge it by the way it looks. By its aroma. And of course, by the way it tastes.”
So, it is charcoal mellowed, a sour mash, loved by celebrities, won all sorts of awards, comes in a cool bottle, and is a huge seller around the world. But how does it taste? That’s what we are here for.
NOSE
TB: A definitely unique nose that comes across as woody and slightly smoky with a touch of vanilla. Also, picking up an aroma reminiscent of sweet tea. Lastly, there is a bit of fruit, leather, and nuttiness. Ice really didn’t add or subtract from it.
TASTE
TB: Still picking up the smoke and leather along with corn and apples. We all decided there was an additional flavor that we just could not pin down. Again, ice really didn’t do much either way.
Finish
TB: Short to medium with a bit of sweetness, and again, the smoke.
OVERALL
TB: This was not really our thing.
Nose 2.25 out of 5
Taste 4.25 out of 10
Finish 2.25 out of 5
Total score 8.75 out of 20 barrels.
We know, we know, who are we to disagree with the whole world, but we just cannot figure out the appeal of this whiskey. Granted, it is unique in both the smell and the taste, but that is about all it has going for it. Well, we guess the price is a positive. But it is not complex and has too much of that smoky flavor. Almost felt like we were drinking something besides whiskey. Now, if you are a person who likes adding some type of soda or cola to your whiskey, we are not, then Jack Daniel’s Old Number 7 could be for you. But we will pass on drinking it neat or on the rocks.