Bourbon Not A Bourbon (JD)

[cowdery]

I quote in part from a recent Jack Daniel's press release.

If Jack Daniel's were to be placed in a barrel and aged immediately after distillation, it would be a bourbon. However, that is not the case. Our whiskey is trickled very slowly through 10 feet of hard maple charcoal, right after distillation. It's this extra step in the whiskey-making process that makes Jack Daniel's more than a bourbon.

[ratcheer]

Oh God, not again!

[lakegz]

so having less of a nose, less complexity, less body, means its more then a bourbon?

i thinktheyre talking about pricing when they say More.

[musher]

Haven't you heard the expression "less is more?" They've even applied that philosophy to their bottling proof!

[lakegz]

I guess this proves that Mies was a drinker of Jack.

[Nightcap]

This whole thing is so silly. JD's competition won't ALLOW them under the bourbon umbrella, and the response is that they don't WANT the label. It's all a marketing game.

[cowdery]

JD's competition won't ALLOW them under the bourbon umbrella, and the response is that they don't WANT the label. It's all a marketing game.

I don't know if the first part of your statement is correct, but the last part certainly is. I should have pointed out that the quoted statement is the producer's opinion. It is found nowhere in the federal regulations. When we discussed this before, it was pointed out that the law requires something to be labeled as what it is, so if it is bourbon, it's supposed to be labeled bourbon. Therefore, JD has to argue that the filtration process disqualifies it from being bourbon. The fact that it hasn't been challenged pretty much means it can't be, so even though it hasn't really been codified, for all intents and purposes Tennessee Whiskey is a "legal definition" and it is bourbon that has been charcoal rectified (probably a more accurate term than "filtered") before aging.

Actually, if the competition really wanted to f--- JD, they would argue that it is bourbon and force them to label it as such.

[brian12069]

What about the fact that it has coloring added? From what I understand, even more coloring now that it's only 80 proof.

[cowdery]

The only coloring in Jack Daniel's is what comes naturally from the barrel. No artifical coloring is added. You have been misinformed.

[brian12069]

you sure...?