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A limited edition, Jack Daniel’s No. 7, White Rabbit marks the 120th anniversary of the foundation of the Saloon of the same name: the very first bar to serve Jack Daniel’s. In 1892, before Lynchburg became a dry county, Mr Jack opened two bars: the White Rabbit Saloon and the Red Dog Saloon. The White Rabbit Saloon was a place where customers could rub shoulders with Mr Jack and his friends in a relaxed, friendly atmosphere. Lem, Mr Jack’s nephew, took the bar on after his uncle and continued the tradition by opening other saloons in the surrounding towns right up until the beginning of Prohibition when he was forced to cease his activities. Closed in 1909, the White Rabbit never reopened. This version will be followed by a second, Red Dog, created to celebrate the history of another saloon founded by Jack Daniel.
With 74 warehouses holding 1.6 million casks, Jack Daniel’s is one of the largest distilleries in the world. But this is certainly not what gives this whiskey – commonly referred to as “Jack” – its unique character and distinctive flavours. Unlike its bourbon-producing cousins in Kentucky, Jack Daniel’s follows the Lincoln County Process, a unique procedure that involves filtering the distillate through a layer of maple charcoal before being put into barrels. This enables it to retain the heaviest elements of the spirit and favours the overall homogeneity of the distillate. Find out more
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