The Lincoln County Process
It’s better to be smoother.
His suit was pressed, his mustache waxed, his pocket watch polished and gleaming. His hat was tilted a touch to the east, in the general direction of his native Lynchburg. Today would be the final day that his name wasn’t known by all.
It’s safe to say if Jack Daniel had strolled into St. Louis, Missouri for the World’s Fair back in 1904, looking unkempt and disheveled, that fateful day might not have turned out as well as it did. But to Jack Daniel, presentation was everything. Making whiskey might’ve been Jack’s passion, but making an impression was his forte. To Jack, every detail mattered.
It’s why Old No. 7 undergoes the Lincoln County Process. It’s a 3-5 day filtration process in which newly-distilled Jack Daniel’s trickles drop by drop through ten feet of densely packed sugar maple charcoal. The result is a Tennessee Whiskey of exceptional smoothness.
It’s a process that predates our distillery, passed down through generations of backwoods distillers and moonshiners well before the 1800’s. (The very county for which it was named no longer even exists.) Today we’re one of the only distilleries in the world carrying on this age-old, near-extinct labor of whiskey love. Sure, it makes for more work, but it also makes a distinct impression. No inconsistencies, no impurities.
Just like the man himself.