The two top selling American Whiskeys are Jack Daniels Old No. 7 and Jim Beam White Label. according to the 2011 Liquor Handbook (via this New York Times article). Jack and Jim sell dramatically more than #3- Evan Williams Black Label, yet I have never taken the time to review them. Today looks like as good a time as any.
Whether you are a Jack or Jim man (or neither!), let’s keep the debates civil shall we.
; ) Cheers!
Jack Daniel’s Old No. 7 Tennessee Whiskey, 40% abv (80 Proof), $21/bottle
Color: Light Amber/Deep Gold
Nose: Banana taffy, corn oil, vanilla, toffee, crushed rock, wafts of smoke and char. This is a beautiful and I must say, rather distinctive, nose.
Palate: A tad flabby with caramel, banana, and corn syrupy sweetness livened by the emerging punch of baking spices from mid palate. There’s a thread of char that ties everything together from the front entry on towards the finish. While not all that interesting on the palate, it’s quite textural with an almost velvety thick viscosity.
Finish: The finish is moderate in length with corn and caramel anchoring a nice helping of oak.
Overall: Jack Daniel’s Old No. 7 is an icon of American Whiskey, and the 4th highest selling spirit on the planet. I’d argue the company’s best decision was finding a guy by the name of Angelo Lucchesi, who got this stuff into the hands of some of Hollywood’s and Entertainment’s hottest stars (like Frank Sinatra) in the 1950’s. That certainly helped to to solidify the brand, and Brown Forman has continued to build on that following. However, I would not classify this as great whiskey. Mind you it’s very good (barely by my scale) stuff and not without it’s virtues – a distinctive nose and a beautiful mouth feel being two that stand out to me. Outside of that, an underwhelming palate undermines the effort, thus keeping it from scoring higher.
Sour Mash Manifesto Rating: 8.0 (Very Good)
Jim Beam White Label, 40% abv (80 Proof), $19/bottle
Color: Lighter – Deeper Golden
Nose: Baked red apple, corn syrup, vanilla nougat, and wet oak. The aromas are soft and sweet, but also flat.
Palate: Not as cloyingly sweet as the nose gave hints to, but once again it’s as flat as pancake. There’s a vanilla, corn, and caramel party with a bit of dried apple adding fruit character. Towards the end of the sip we finally get some moderately warming cinnamon spice for a welcomed shake-up. The wood begins to emerge as well.
Finish: It continues to liven up with some bitterness from the wood adding interest. The caramel and warming spices fade into a rather clean and tidy finish.
Overall: Here’s the thing – this is a Good/Solid entry level whiskey. If you know someone that’s new to whiskey or bourbon and looking to dip their toe in the water – this would be a great introduction. It’s quite pleasant, mildly spiced, and has traditional bourbon flavors. Even though it’s only 4 years old, it doesn’t taste its youthful age. Jim Beam White Label is a nice casual sipper in a pinch or a versatile mixer, but not a whole lot more.
Sour Mash Manifesto Rating: 7.3 (Good/Solid)
Between these two whiskeys, it wasn’t very close. Old No. 7 just has a more distinctive aroma and flavor profile, and as a result is a good bit more interesting to sip.