September 27, 2013 – Frank Sinatra was the number one fan of Jack Daniel’s Tennessee Whiskey, so much so that he insisted on being buried with a bottle of Jack when he died in 1998. Last year, Brown-Forman returned the adulation with a special Sinatra Select edition of Jack Daniel’s available through travel retail outlets and the distillery’s White Rabbit Bottle Shop in Lynchburg, Tennessee. The limited-edition release has been a success in both travel retail and the “secondary market.”
In an email to WhiskyCast’s Mark Gillespie, Jack Daniel’s Master Distiller Jeff Arnett explained the difference between the Sinatra Select and the standard Jack Daniel’s Black Label expressions.
“The Sinatra Select has a number of handcrafted grooved barrels that effectively double the interior surface area and produce a bolder character. These grooved barrels are married together with our toasted and charred barrels to produce a whiskey that is both bold and smooth; much like the man it designed to honor. This results in a different whiskey than our normal Jack Daniels Tennessee Whiskey.”
Now, Brown-Forman has decided to expand the Sinatra Select edition’s availability to selected retailers in the U.K. starting in October, and will also make it available to U.S. retailers starting in December. The rollout is being timed to coincide with the 100th anniversary of Sinatra’s birth on December 12, 2015.
In addition, the company has decided to make the Jack Daniel’s Master Distillers Series available in the U.S. market with the initial release honoring Jack Daniel starting this fall. The second bottle in the series, which honors Jess Motlow, has already been released in the travel retail market. Plans are to release bottles honoring each of the distillery’s seven master distillers, with a new release expected each year.
Note: This story was updated on October 1 with additional information.
Links: Jack Daniel’s