Traditionally whiskey is made in Scotland and Ireland, but this popular brand was born in America. Moreover, Jack Daniel’s whiskey has been produced there for more than one hundred years. The brand belongs to the category of whiskey Tennessee, which is bottled exactly in this state and is famous for its complex filtration system. In fact, in this category it is Jack Daniel’s that is in fact the only representative. After all, other products are little known to the general consumer and are produced by small distilleries.
In the name of his brand is really a living person who created the company itself. Himself Jasper Newton “Jack” Daniel, the creator of whiskey, of course, was not. And the method of filtering with the charcoal of their sugar maple already existed by that time. But it was Jack Daniel that could improve the process so that an original beverage with herbal taste appeared. The American, among other things, worked hard at his production, constantly improving his whiskey and popularizing the product.
Jack Daniel was a devoted man. He started working in a distillery as a teenager, and in 1863 bought out all the production from priest Dan Koll. He sheltered the young Jack after the death of his parents. As a result, Daniel in his distillery remained the owner until his death. A fundamental change in the filtration process the manufacturer introduced in 1866. So there were whiskey Jack Daniel’s, which we know today. Then another significant event happened – Jack Daniel registered his distillery. In the end, it is today the oldest in America.
The manufacturer not only constantly improved the taste of his whiskey, but also did a lot to create and promote his own brand. In his city of Lynchburg, Jack also owned two saloons with the original names “White Rabbit” and “Red Dog”. Especially for attracting people to their institutions, the host organized even a whole orchestra consisting of non-professional musicians. This group eventually became famous even beyond the borders of its state. It was Jack Daniel who came up with a cult name and logo for his drink. Old No. 7 Jack Daniel’s Tennessee Sippin Whiskey has become famous around the world, winning many awards. Not once this whiskey was recognized as the best in the world.
At first, whiskey was poured into jugs, this was the norm for that time. On these containers, Daniel wrote his name. At the end of 1870 bottles became fashionable, it did not go unnoticed by Jack. And in 1895 he managed to pay attention to an unusual square bottle of square form with a corrugated neck. Mr. Daniel no doubt decided that his whiskey should be sold in such a container, laying another tradition.
Whence that very number seven undertook, no one can answer. Perhaps this figure was just happy, and maybe just so many attempts and made by Jack Daniel, to create the ultimate recipe for the drink. Other legends say that the manufacturer had seven mistresses or just so many shops had Jack’s friend, where the best product was sold. The most logical version is that the Tennessee state had the number “7” stamped on alcohol. The most beautiful story says that once Daniel lost seven barrels of whiskey. Finding and, he just numbered them with the seven to mark the game. The merchant who bought the whiskey appreciated this drink so much that he ordered another lot with “number seven”.
Be that as it may, the Seven brought luck to the brand. Colored on the logo, the figure accompanies other alcohol products of this brand: Silver Select, Single barrel; Gentlemen Jack; Jack Daniel`s Green Label.
About Jack Daniel is so little known that it’s time to build legends. In them he appears as a non-standard person. There are several rules that Jack taught, and not just words, but his whole life. Unusualness began with a birth – there were no documents about this event.Some believe that the boy was born in September 1846, while others call the date September 1850. That’s why for Daniel, every year was the ninth month of the year. And all true admirers of the brand take an example from their idol and each September celebrate an unusual holiday, while there is enough strength.
In 1911, Mr. Daniel died. Although the event itself was tragic, the brand’s fans were able to learn from this lesson. A few years before, Jack had come to work and tried early in the morning to open his huge iron safe. But the owner forgot the code and, angered, hit the cabinet with his foot. Jack got a fracture of his finger, there got an infection, which caused death. Wits say that this story teaches that you should not come to work early in the morning – this is fraught with trouble.
And after the death of the creator of the brand, his distillery passed to his nephew Lem Motlou. Togo, Jack prepared in advance as his heir, and not having a wife or children. The main production in Lynchburg has grown to several factories. The whiskey business was constantly developing, having managed to pass even through two artificial crises.
The first was connected with “dry law”, and the second concerned the ban on the production of whiskey during the Second World War. This put the plants on the verge of bankruptcy. After the end of all bans, the company managed to resume its production in the previous volumes. In 1956 the Jack Daniel’s brand was bought by the large American corporation Brown-Forman Corporation, remaining a part of it to this day.
In 1988, the original recipe was changed – whiskey began to soften with charcoal twice. The first time – before placing in oak barrels, and then after four years, before bottling into bottles. The drink has become even smoother and more elegant.