Three of the most familiar bottles in any British supermarket have dropped in price at the same time. Jack Daniel’s Old No. 7 is down to £20 at Asda, and matched at Sainsbury’s on a Nectar price. Laphroaig 10 Year Old is £29 at Sainsbury’s, again on Nectar. A full litre of Southern Comfort Original is £17.99 at Amazon.
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READ THE STORYOne is an easy Tennessee mixer, one is an uncompromising Islay single malt, and one is a sweet, low-strength flavored spirit that behaves best in a tall glass. Here is what each one is, whether the price holds up, and which is worth your money at these prices.
Jack Daniel’s Old No. 7 Drops to £20
Old No. 7 is a Tennessee whiskey bottled at 40% ABV with no age statement, built from a mash bill of 80% corn, 12% malted barley and 8% rye. Before it goes into new American oak, the spirit is mellowed through ten feet of charcoal, which is the step that separates it from ordinary bourbon. In the glass you get vanilla, caramel and brown sugar, toasted oak, the banana note that gives it its signature, and a gentle peppery finish that dries out toward the end.
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The credential the brand leans on is old. In 1904 Jack Daniel travelled to the World’s Fair in St. Louis, Missouri, and according to the distillery’s own account, his charcoal mellowed whiskey stood out among the 24 selections to take gold for World’s Best Whiskey. That is a historic brand award rather than a recent medal for the current bottling, and it should be read that way.
So are you saving money, or looking at a discount dressed against an inflated RRP? At £20, Old No. 7 sits well below its usual supermarket shelf price, and it is one of the few bottles where you already know exactly what you are getting. The Sainsbury’s price needs a Nectar card, while Asda is £20 flat for anyone. The honest limitation is that at 40% it is light and uncomplicated, a dependable everyday mixer rather than a hidden gem for the collection.
Check the current £20 Jack Daniel’s price at Asda
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Laphroaig 10 Year Old at £29 on Nectar
Laphroaig 10 tastes the way it does because of how it is made. The malted barley is dried over peat fires, and the spirit then spends ten years in ex-bourbon barrels beside the sea. The result is bonfire smoke, iodine and tarred rope, seaweed and brine, with a surprising sweetness and an oily texture running underneath. These medicinal notes are the point of the whisky and the reason for the loyal following, and they should not be softened.
In our own tasting, freelance whisky writer Phil Dwyer, who has more than a decade in whisky retail and education, called it “an absolutely classic example of Islay whisky”. He also noted the sweeter side that hides beneath the smoke, finding “banana and Victoria sponge cake” on the arrival before the peat grows.
The awards record is strong without pretending every panel loves it. Laphroaig’s official page lists a 2025 International Wine and Spirit Competition Gold for the 10 Year Old, and the retail record shows Gold at the IWSC in 2021 and further medals across recent years.
When a genuine ten-year Islay single malt with a proper age statement falls to £29, close to ordinary blended-malt money, it is unusually strong value, and £29 is the lowest we’ve seen for this bottle. The catch is the Nectar card, and the whisky itself. If you hate peat, this is not your bottle, and it will divide anyone at the table. Drinkers who know the cask-strength version also find the standard 40% bottling less textured. On price alone, this is the pick of the three.
See whether Laphroaig 10 is still £29 at Sainsbury’s
Southern Comfort Litre for £17.99: Whiskey or Something Else?
This one does not belong in the same bracket as the other two, and pretending otherwise would be wrong! Southern Comfort Original is bottled in the UK at 35% ABV and combines American whiskey with fruit and spice flavors, which puts it closer to a flavored spirit or whiskey liqueur than a straight whiskey. The real story is New Orleans, where M.W. Heron created the drink in 1874, originally under the name Cuffs and Buttons. Don’t drink it neat.
Handle the awards with care. The 1900 Paris Exposition gold belongs to the historic recipe under changed ownership, not the current UK bottle, and more recent medals such as the 2021 San Francisco World Spirits Competition Double Gold and 2021 World Whiskies Awards Gold apply to Southern Comfort Black, not Original. At £17.99 for a full litre on Amazon, it is genuinely cheap if you want a cold summer mixer. Over ice with lemonade and fresh lime, the fruit and spice turn refreshing. Is that the job you want it to do?
Check the latest price for the one-litre Southern Comfort bottle on Amazon
Our Verdict: Which of These Three Is Worth Your Money
If you want the best whisky value on this list, Laphroaig 10 at £29 is the pick. If you want a reliable everyday mixer everyone already knows, Old No. 7 at £20 does the job. If you want a cheap, sweet, long summer drink and are honest about what it is, Southern Comfort at £17.99 delivers.
Prices were verified on 17 July 2026 at 10:00 BST. Stock and deals change frequently, and two of the three, the Jack Daniel’s at Sainsbury’s and the Laphroaig, need a Nectar card. Check the live price before you buy, then tell us in the comments which of the three you would pick.
The Whiskey Wash may earn a commission when you buy through links on this page. This never affects the price you pay, and it plays no part in which bottles we cover or what we say about them. Prices were correct at the time of writing and change frequently — check the current price before you buy.
