This is not a review.
A short while ago I saw that Jack Daniel’s had released a Single Barrel at 100 proof. Their regular single barrels are all bottled at 90 proof (45% ABV) and I thought this was something new.
Finally a big distiller does something that’s new, instead of rehashing the same old recipe in a slightly altered form, even if it’s just an increase in the ABV.
That was more or less my line of thought at that.
I like Jack Daniel’s’ Single Barrel releases, they’re a huuuuge increase in quality over their normal ‘number 7’. I even like their Honey Whiskey So, I was happy. I made plans on purchasing a bottle since it’s quite affordable in today’s day and age.
Then I looked on the almighty internet some more. I found out there was something called Jack Daniel’s Silver Select a few years ago. I even found that I reviewed one of those in the heyday of my blog.
JD Silver Select is a single barrel release, at 100 proof. Which is exactly the same as the ‘new’ Single Barrel 100 Proof, except for the barrel of course. So much for brand innovation. So much for ‘not rehashing something from a few years ago’.
Big fat bummer.
As it turns out once again, it really pays (well, it saves…) to keep your eyes open and not just believing what marketing is trying to tell you.
I’m still interesting in trying this, however. I might even do a bottle-share to compare one against the other, if I can find them (haven’t even looked, though).