Issue link: https://digital.copcomm.com/i/597666
122 / the tasting panel / november 2015 ON THE ROAD WITH JACK is officially Tennessee whiskey, having removed nearly 95 percent of any grainy, grassy corn flavor before being placed into barrels to age. The result is their iconic black label Old No. 7 spirit, a slightly spicy whiskey with apple-banana notes on the nose and caramel vanilla flavors in the mouth. "When you smell the after-charcoal whiskey, you get the nice sweet fruity pop formed by the esters that give it the slight apple/pear nose," Fletcher says. "It doesn't make the whiskey sweeter, but gives it that impression. [Charcoal mellowing] is like addition by subtraction. You're removing things: That heavy grain corn aroma that lays over the top when it comes out of the still." This is a part of the process not everyone gets to see, but a small group of lucky bartenders from Los Angeles got a treat in July when they visited the distillery in Lynchburg, TN, about 70 miles south of Nashville. Brand ambassador Eric "ET" Tecosky invited five bartenders to see what happens behind the scenes at Jack Daniel's. This is key in ensuring Jack Daniel's remains front and center in an increasingly crowded whiskey space. "If you don't know the products you're selling, it's hard to engage a customer when they don't know what they want either," Tecosky said. "Knowing Jack Daniel's is not a bourbon and being able to explain what Tennessee whiskey is, they can talk with authority and make an impact on a customer. Jack Daniel's is a global brand and in today's world, it hides right in front of your face. My role is to remind people where Jack came from, why it's relevant and why it's the leading brand in the world." Jack Daniel's impact can be seen around the globe. The company produces around 12 million cases of Old No. 7 for global distribution to upwards of 160 countries. It is a favorite of rock stars and Frank Sinatra is reportedly buried with a bottle. Whether you want to drink it in an Old Fashioned, mixed with Coke or simply in a glass with an ice cube or two, Jack tastes the same no matter where you have it. "It's the quality of the whiskey going into the bottle," Fletcher says. "It's balanced. It continues to naturally lend itself to so many opportu- nities in how people want to enjoy it. We benefit from our history and reputation as an authentic American whiskey. It's about staying true to that. It's all about tradition." Angelenos invade the Jack Daniel's Distillery: Zachary Patterson, Partner, Melrose Umbrella Co.; Cari Hah, Bar Ninja at Large and Dirty Sue Social Media Mogul; Michael Neff, Bar Director, Holiday Cocktail Lounge and Bar Consultant, Clifton's Cafeteria; Damian Windsor, Bartender, The Roger Room; Eric "ET" Tecosky; and Julian Cox, Director of Beverages, Sprout Los Angeles. Charcoal in the making at the distillery.