Jack Daniels Goes White
Jack Daniel’s will no longer be solely known for its golden brown drink due to its plans to release a colorless, rye un-aged whiskey next year in the US.
The “white dog” whiskey to be sold by Jack Daniel’s is the first time since the Prohibition where such a drink is sold in the mainstream.
The liquor is said to possess a fruity and sweet smell. It has bite of rye as well as a crisp and dry finish. It consists of 70% rye (19% of which is said to be above the legal minimum requirement for rye whiskey), 18% corn and 12% malted barley.
According to Jeff Arnett, a Jack Daniel’s’ seventh master distiller, the white dog whiskey is natural, spiced and complex. He adds that it is merely a taste of what is to come. Rumors abound that it is set to release an aged rye drink.
He explains that rye was the main form of whiskey before Prohibition was ever instituted. Despite its lengthy history, people’s preference shifted to bourbon. The white whiskey produced by Jack Daniel’s is said to be similar to bourbon but is a totally different product.
He clarifies that the company is not immersing itself to what is currently considered a fad. He adds that Jack Daniel’s strategy is methodical.
Considering the company’s 146-year history, the new product is said to be unique enough for whiskey enthusiasts to enjoy.
Jack Daniel’s brown-colored whiskey is due to the maturation process and usually indicates the kind of cask used to age it. In order to further darken the alcohol, the inclusion of legal spirit caramel is added.
Those who have sampled the whiskey offer their opinion on its taste:
Andrew Strenio from Serious Eats states that Jack Daniel’s white dog whiskey has a “surprisingly sweet” aroma. It also has tons of fresh fruit flavors such as cherry, raspberry, sweet honeyed grain, and banana. He finds it difficult to spot the edgy rye spice of the drink. Once drunk, it tastes dry and only then will the rye be sensed. Essentially, the drink has a grassy bite with a hint of spicy hay. The smooth finish leaves a lingering warmness that has sufficient alcohol. In conclusion, it is the best white whiskey he has tried in a while.
Whatever Jack Daniel’s objective is in making white whiskey after being in the business for more than a hundred years, we can only speculate.
But tongues are wagging that the century-old company is intimidated with the slew of legal moonshine distilleries cropping up within its own Tennessee-home base.
Just recently, Short Mountain Distillery – a company that has been in the legal-moonshine-making business for less than a year – received the gold award from the Beverage Testing Institute.
Is Jack Daniel’s giving these new distillers a run for its money? Is it afraid to become irrelevant in this day and age of fast-changing preferences?
Will the new white dog whiskey it is releasing come 2013 be good enough to be liked and enjoyed by die-hard whiskey enthusiasts? Would they haul in moonshine-drinkers and include them in its target demographic?
Is reading all these making you thirsty?
Let’s drink to Jack Daniel’s future and thank them for giving us a reason to enjoy another form of clear liquid goodness.
News Source: http://www.huffingtonpost.com/2012/10/31/jack-daniels-white-whiskey_n_2049337.html
The “white dog” whiskey to be sold by Jack Daniel’s is the first time since the Prohibition where such a drink is sold in the mainstream.
The liquor is said to possess a fruity and sweet smell. It has bite of rye as well as a crisp and dry finish. It consists of 70% rye (19% of which is said to be above the legal minimum requirement for rye whiskey), 18% corn and 12% malted barley.
According to Jeff Arnett, a Jack Daniel’s’ seventh master distiller, the white dog whiskey is natural, spiced and complex. He adds that it is merely a taste of what is to come. Rumors abound that it is set to release an aged rye drink.
He explains that rye was the main form of whiskey before Prohibition was ever instituted. Despite its lengthy history, people’s preference shifted to bourbon. The white whiskey produced by Jack Daniel’s is said to be similar to bourbon but is a totally different product.
He clarifies that the company is not immersing itself to what is currently considered a fad. He adds that Jack Daniel’s strategy is methodical.
Considering the company’s 146-year history, the new product is said to be unique enough for whiskey enthusiasts to enjoy.
Jack Daniel’s brown-colored whiskey is due to the maturation process and usually indicates the kind of cask used to age it. In order to further darken the alcohol, the inclusion of legal spirit caramel is added.
Those who have sampled the whiskey offer their opinion on its taste:
Andrew Strenio from Serious Eats states that Jack Daniel’s white dog whiskey has a “surprisingly sweet” aroma. It also has tons of fresh fruit flavors such as cherry, raspberry, sweet honeyed grain, and banana. He finds it difficult to spot the edgy rye spice of the drink. Once drunk, it tastes dry and only then will the rye be sensed. Essentially, the drink has a grassy bite with a hint of spicy hay. The smooth finish leaves a lingering warmness that has sufficient alcohol. In conclusion, it is the best white whiskey he has tried in a while.
Whatever Jack Daniel’s objective is in making white whiskey after being in the business for more than a hundred years, we can only speculate.
But tongues are wagging that the century-old company is intimidated with the slew of legal moonshine distilleries cropping up within its own Tennessee-home base.
Just recently, Short Mountain Distillery – a company that has been in the legal-moonshine-making business for less than a year – received the gold award from the Beverage Testing Institute.
Is Jack Daniel’s giving these new distillers a run for its money? Is it afraid to become irrelevant in this day and age of fast-changing preferences?
Will the new white dog whiskey it is releasing come 2013 be good enough to be liked and enjoyed by die-hard whiskey enthusiasts? Would they haul in moonshine-drinkers and include them in its target demographic?
Is reading all these making you thirsty?
Let’s drink to Jack Daniel’s future and thank them for giving us a reason to enjoy another form of clear liquid goodness.
News Source: http://www.huffingtonpost.com/2012/10/31/jack-daniels-white-whiskey_n_2049337.html