Mellowed drop by drop through 10-feet of sugar maple charcoal, then matured in handcrafted barrels of our own making. And our Tennessee Whiskey doesnt follow a calendar.

Its only ready when our tasters say it is. We judge it by the way it looks. By its aroma. And of course, by the way it tastes. Its how Jack Daniel himself did it over a century ago. And how we still do it today.

During the 1970s and most of the 1980s, Frank Bobo oversaw the historic rise of our Old No. 7 Brand.

Throughout his watch, he never made enough whiskey to keep up with demand; he was more concernedabout making every drop according to the low, time-honored process our founder perfected.

“I’d rather ask for folks’ patience than their forgiveness.” – Frank Bobo