My pour for day six isn’t just any old Jack Daniel’s, it’s their new 10-Year offering. While the brand is known for its flagship Old No. 7, this release is more than just an iconic name—it’s a premium whiskey worth rethinking.
Jack Daniel’s is one of the most recognizable whiskey brands in the world, but I’ll admit—Old No. 7 has never been my favorite. It’s everywhere, and while I appreciate its ubiquity, it just does nothing for me. That said, my attitude toward the brand changed the first time I toured their distillery in Lynchburg. What stood out to me was their unique blend of Southern hospitality and ruthless operational efficiency. They produce a staggering amount of whiskey, and to do that consistently while maintaining quality, year after year, takes an incredible amount of care and attention. There’s a reason Jack Daniel’s is the #1 whiskey in the world.
They produce a lot of whiskey in Lynchburg and have an immense number of barrels aging in their rickhouses. Naturally, with so many barrels, some of them are going to be exceptional. The team — led by Master Distiller Chris Fletcher — has done a remarkable job of identifying those standout barrels. The 10-Year is a perfect example of how they’re leveraging those special barrels to create something truly elevated. When I get people to try the 10-Year (or even the 12-Year) at the bar, they frequently comment, “This isn’t Jack Daniel’s.” That says a lot about how these premium releases are reshaping perceptions of the brand.
Unlike Old No. 7, which is smooth but straightforward, the 10-Year delivers layers of richness and complexity. You still get those signature Jack Daniel’s notes of caramel and vanilla, but here they’re joined by deeper flavors of dark fruit, oak, and a warm spice that lingers on the finish. It’s richer, more nuanced, and speaks to the quality that comes with the extra time in the barrel. While both the 10-Year and 12-Year are exceptional, I gravitate toward the 10-Year—it just hits all the right notes for me.
If you’ve ever dismissed Jack Daniel’s like I once did, the 10-Year (or the 12-Year) might just change your mind. It’s a true testament to the brand’s ability to deliver something exceptional when they push beyond the expected.
Distillery: Jack Daniel’s Distillery
Age Statement: 10 Years
Proof: 97 (48.5% ABV)
Mash Bill: 80% Corn, 12% Malted Barley, 8% Rye
Barrel: Charred oak, aged in Jack Daniel’s rickhouses
Availability: Limited release
