Jack Daniel’s Unleashes an American Revolution with Its First Permanent Single Malt

Unveiled at Cannes’ TFWA show last year, Jack Daniel’s is reshaping American whiskey with its American Single Malt. Crafted in the heart of Lynchburg, Tennessee, this isn’t just any malt—it’s a Jack Daniel’s malt. Ground, fermented, and distilled from a 100% malted barley mash bill, this is the distillery’s inaugural permanent foray into this genre.

This isn’t just barley; it’s premium brewer’s barley, sourced from the northern states, bringing an American soul to an international stage. The whiskey then undergoes a signature charcoal mellowing process before being aged to perfection in new, charred American oak barrels. But that’s not the end. It finishes its maturation in oloroso Sherry casks, adding an unexpected twist to its flavor profile.

Master Distiller Chris Fletcher laid it down: “In 2012, when we first dabbled in a malt grain bill, we were set on not just mimicking, but elevating single malt traditions. The result had to be Jack Daniel’s through and through. After the buzz from our limited edition last year, we’re stoked to roll this out globally.”

What should you expect from a sip? Think complex richness, with aromas of soft oak balanced by hints of fruit and cocoa. On the palate, it’s like diving into dark chocolate-covered nuts and berries, all leading to a subtly sweet oloroso Sherry finale.

The bottle itself is a piece of art. Encased in ‘distinctive’ packaging, it features a cork stopper and an embossed stamp, marking America’s ‘first registered distillery.’ Available in a one-litre size at 45% ABV, you can find it at select duty-free shops worldwide, priced at £85 (about US$104).

To make a splash, Jack Daniel’s is hitting airports worldwide, with 40-plus activations aimed at an estimated 13 million potential buyers, offering up a staggering 60,000 tastings.