However, any other process would not have met with Jack's approval. This process refines the full flavor of the whiskey, even before it is fully aged in barrels, of Jack Daniel's own manufacture.Ī laborious process that requires special attention and makes the production of the whiskey a little more expensive. Charcoal mellowing makes Jack Daniel's what it is: not a bourbon, but a Tennessee whiskey. The reason: Filtering gives it a distinctive mildness that has come to be expected from Jack Daniel's. Seven generations later, the whiskey is still filtered the same way Jack did back then. For him, that meant filtering his whiskey drop by drop through a three-meter-thick layer of charcoal from the sugar maple. The brand’s local launch partners include Casa De Montecristo Cigar Lounge, EG&MC Cocktail Bar, The Tennessee Tribune-Nashville Airport, The WKND Hang Suite, Minerva Cocktail Lounge, Willie B’s Restaurant, The W Hotel, The Loews at Vanderbilt Hotel, Lighthouse on the Lake Private Club, The Smashin’ Crab, Alley Pub, R&R Liquor Store, and LaVergne Depot Liquor Store.Ĭlick here to sign up for The Bourbon Flight Newsletter.Jack Daniel's motto was "Everyday we make it, we'll make it the best we can". By March, Reverence will be available to ship to 46 states. Reverence Bourbon and cigars will be delivered directly to consumers via online sales and available at local retailers, as well as bars, restaurants, country clubs, private clubs, and nightclubs in Nashville and Memphis. Beecher Hicks, III (Henry), President & CEO of the National Museum of African American Music, Don Hardin, President of the Don Hardin Group and Tequila Johnson, co-founder of The Equity Alliance. Launch event attendees included actor Timon Kyle Durrett (Cheaper By the Dozen (2022), Queen Sugar), Jason Ridgel, founder of Guidance Whiskey and spirits mentor, H. In addition to launching the spirit, Reverence Bourbon also announced the launch of a companion, handmade cigar crafted with Nicaraguan tobaccos and a Sumatra wrapper, each imbued with Reverence Bourbon. The finish is smooth and refreshing, with a hint of fresh-cut spearmint. Tasting notes include caramel, maple, and kettle corn as well as chocolate, malt, and oak. Every batch of the locally made bourbon is aged in brand new charred oak barrels, with precise corn to rye ratio and a touch of barley that delivers the premium oak flavor that bourbon aficionados desire. Reverence is curated from two different aged barrels, creating a blend rich with the taste and delivering a unique flavor that cannot be duplicated. Today, Michael Frazier serves as a firefighter with the Nashville Fire Department and is the co-founder of Hydrate the Hood, a local nonprofit. We should honor those who protect us in our moments of need.”įrazier gets his drive to give back from his mother, who served in the military and was deployed after 9/11. Reverence is dedicated to giving back to that community, which safeguards our families and our community. “This bourbon was made for first responders. “Reverence means deep respect for someone or something,” says Michael Frazier, founder, and CEO, Reverence Bourbon. The Tennessee Whiskey Trail was established in 2017 and last year, May 21 was declared as “International Tennessee Whiskey Day,” marking 84 years since the state’s repeal of prohibition-era laws. Before prohibition, the Volunteer State registered hundreds of distilleries across the state. Home to the most famous bourbon maker in the world since 1866, Tennessee’s rich whiskey history is getting a revamp led by local firefighter and Tennessee State University grad Michael Frazier. The spirits startup launched last week with a welcome event at Casa de Montecristo Cigar Lounge & Bar. Nashville’s newest spirit is Reverence Bourbon, the first black-owned bourbon brand in the state.
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