All Jack Daniel’s Tennessee Whiskey ads (with images and texts from the printed ads) from Esquire Magazine in 1982.
If you’d like to know more about charcoal mellowing, just write.
IT’S IMPOSSIBLE TO PHOTOGRAPH our charcoal mellowing process. But this is a charcoal mellowing vat.
Into this vat we tamp finely ground charcoal. Then we seep our just-distilled whiskey slowly through the charcoal to mellow its taste before aging. Once the whiskey drips into the into the vat, there’s no way to photograph what’s happening. But when you compare Jack Daniel’s to any other whiskey, you’ll begin to get the picture.
CHARCOAL MELLOWED • DROP • BY DROP
Tennessee Whiskey • 90 Proof • Distilled and Bottled by Jack Daniel Distillery Lem Motlow, Prop., Inc., Route 1, Lynchburg (Pop. 361), Tennessee 37352
Placed in the National Register of Historic Places by the United States
If you’d like a booklet explaining how we smooth out Jack Daniel’s with charcoal, just drop us a line.
ASK THE ROGERS TWINS how Jack Daniel’s Whiskey gains smoothness, and the reply will be identical.
Either Ray or Clay, who guide visitors here, will take you to a room where just-made whiskey is seeped through vats of tightly packed charcoal. And they’ll point out how we’ve insisted on this whiskey-smoothing method since 1866. Of course, you may have trouble telling Ray, from Clay. But if you compare Jack Daniel’s to any other whiskey, you’ll spot the difference in just a sip.
If you’d like to know some other unusual things about Lynchburg, drop us a line.
WHEN GOOD FRIENDS GET TOGETHER in downtown Lynchburg, you’ll never see a glass of Jack Daniel’s. The county where we make our whiskey is dry. (It voted that way in 1909.) So when folks have a friendly chat, it’s usually over ice cream or soda. Of course, we hope the law isn’t as binding in your home- town. And that, at your next friendly get-together, a glass of Jack Daniel’s will be somewhere in the picture.
If you’d like to know more about Jack Daniel’s Whiskey, drop us a line.
WOODSMEN DROP IN from all around Tennessee carrying truckloads of maple for Jack Daniel’s.
It has to be hard, sugar maple taken from high ground. Our Jack Bateman (that’s him saying hello to the driver) will split it and stack it and burn it to get charcoal. And nothing smooths out whiskey like this special charcoal does. Of course, none of these woodsmen work regular hours. So you never know when they’ll drop in. But after a sip of Jack Daniel’s, we believe, you’ll know why they’re always welcome.
If you’d like subscription information on this little paper, drop us a line.
A MAN can read the Moore County News in just five minutes. That’s all it takes to keep up with Moore County.
Occasionally, you’ll see a piece on Jack Daniel’s Distillery. Like when Jack Bateman broke his arm rolling barrels to the warehouse. Or when Frank Bobo (our head distiller) had his grand- son born. But normally we don’t make the paper much. You see, we’ve been charcoal mellowing whiskey here at Jack Daniel’s since 1866. And according to the editor, there’s no news in that anymore.
If you’d like to know more about our charcoal mellowing process, drop us a line
WE BURN quite a few ricks at Jack Daniel’s. That’s because it takes a lot of charcoal the way we smooth out our whiskey.
The oldtime way we mellow our whiskey calls for seeping every drop through charcoal vats that stand as tall as a good-sized room. Just to fill one vat takes the charcoal from three ricks of hard maple burned in the open air. That’s why our rickyard gets pretty full. And why it’ll never get empty. After a sip of Jack Daniel’s, we believe, you’ll be glad of that.
AT JACK DANIEL’S DISTILLERY we never have to go too far to find our Christmas tree. The woods around here are full of them. So getting a good one is never a problem. We hope you won’t have to go to too much trouble getting ready for the holidays either. So you can sit back and enjoy this happiest of all seasons with your family and good friends.
Charcoal Mellowed • Drop • By Drop
Tennessee Whiskey • 90 Proof • Distilled and Bottled by Jack Daniel Distillery Lem Motlow, Prop., Inc., Route 1, Lynchburg (Pop. 361), Tennessee 37352
Placed in the National Register of Historic Places by the United States
What’s Your Potables IQ?
Somewhere each of the alcoholic potables in the numbered list is a part of good living. You may never have sampled some of the concoctions, but true connoisseurs will be able to identify most of them. How many of the basic or characteristic ingredients in the second list can you match correctly with the items in the first? This is a tough test, because they do not match evenly. More than one ingredient may be used in different types of the same beverage, and more than one beverage may be made of one of the ingredients. So you cannot merely pair off the easier items and hope to get your respectable quota of correct answers from then on by a process of elimination.
In rating your Potables IQ, use the following measure: A score of less than six hints at tee totaling indifference; seven to twelve pegs you as a drinker of some discrimination; thirteen or over and you may consider yourself omnibibulous.
Now-match the Potables with the proper Ingredients:
Potables
1. Cognac 2. Armagnac 3. Aquavit 4. Bourbon 5. Slivovitz 6. Vodka 7. Curaçao 8. Italian vermouth 9. Irish whiskey 10. Scotch whisky 11. Absinthe 12. Sake 13. Schnapps 14. Kümmel 15. Rum 16. Kirsch 17. Koumiss 18. Arrack 19. Tequila 20. Calvados
Ingredients
A. Plums B. Cherries C. Grapes D. Oranges E. Mare’s milk F. Camel’s milk G. Caraway H. Wheat I. Quinine J. Potatoes K. Corn, rye, and barley malt L. Apples M. Wheat, rye, barley (malted and unmalted), and oats N. Rice O. Molasses P. Juniper berries Q. Cumin R. Wormwood S. Barley T. Century-plant juice
-LEWIN W. WICKES JR.