Our new(ish) series Revisiting the Classics provides a fresh perspective on iconic and beloved whiskey bottles. Which is how we came to revisit Jack Daniel’s Old No. 7, the Tennessee whiskey that popularized the “Lincoln County Process,” a multi-day filtration method in which newly distilled whiskey trickles through 10 feet of densely-packed sugar maple charcoal. The flagship Old No. 7 bottle makes up about 95% of sales for Jack Daniel’s each year. So even when Master Distiller Chris Fletcher told us in 2022 that “innovation has been a huge priority” for the brand recently — which they’ve proven through everything from age statements to hazmat whiskeys — it still comes back to the iconic bottle. Does it still hold up after all these years?
