Jack Daniel Distillery: Smooth Sippin' Tennessee Whiskey campaign

William Baue

The "Smooth Sippin' Tennessee Whiskey" advertising campaign for the Jack Daniel Distillery was very much like the product it promoted.

Jack Daniel Distillery: Smooth Sippin' Tennessee Whiskey campaign

William Baue

Overview

The "Smooth Sippin' Tennessee Whiskey" advertising campaign for the Jack Daniel Distillery was very much like the product it promoted. Both remained unchanged for a long time because their makers felt no desire to tamper with successful formulas. The key differential in Jack Daniel's formula that distinguished its Tennessee whiskey from Kentucky bourbon whiskey was a unique process of "leaching," or filtering, the distilled sour mash the—agent causing fermentation—through 10 hard-packed feet of sugar maple charcoal before aging, thus removing any trace of grainy flavor and leaving only a...

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