The Importance of Distillery Exclusives
If you want to know more about the mindfulness of a distillery, look for the distillery exclusives. Everything that goes to market for the broader consumer, assuming national or semi-national distribution, is curated and controlled to represent a very specific image of the distillery.
If you’re a small upstart distillery you want to create a name for yourself by bringing to market only the best of what you can offer. Maybe it’s creative, but generally you’re shooting to bring people into your profile. You want people to pick your bottle over the competition. If you’re a national name, you need to respect the consumers who built you up. Either way your ability to try something off the wall can be limited. You can be “unique” within certain parameters.
Which is why I say if you want to see something fun, look for distillery exclusives. Jack Daniels brings excellent whiskey to market. I just reviewed their American Single Malt, which is a national product. I quite enjoyed it to be honest. What I’m reviewing this time around, Jack Daniels Distillery Series Selection #10, is completely different altogether. This is a straight Tennessee whiskey barreled in charred white oak and finished with toasted pecan wood chips to add depth and character.
Jack Daniels is making, for them, a micro-batch of whiskey. To take this to a national market would be a major financial risk. However, release a small sample to a loyal Tennessee faithful and see what lands and what doesn’t. Go from there. I appreciate bold steps, and I appreciate big labels being willing to try something. If you’re ever visiting a major distillery and they have something special at the distillery, pick it up.
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Chris Fletcher, Jack Daniel’s Master Distiller, On The Jack Daniel’s Distillery Series
“Our latest Distillery Series release caps off a bold year for Jack Daniel’s. This line gives us the opportunity to innovate and experiment across all stages of our whiskey making process, and I’m proud of every selection we’ve made since it launched,” said Chris Fletcher, Jack Daniel’s Master Distiller.
About The Jack Daniel’s Distillery Series
The Jack Daniel’s Distillery Series is a collection of experimental, limited-edition whiskeys that showcase the distillery’s innovative spirit. Each release explores unique production techniques, finishes, or flavor profiles, offering enthusiasts a distinctive tasting experience.
Selections in the Distillery Series are produced in small batches and are often available exclusively at the Jack Daniel’s Distillery in Lynchburg, Tennessee, and select locations within the state. This limited availability adds to the exclusivity and appeal of each release. They can be quite difficult to find on the secondary market due to their limited nature.
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(Updated November 2024)
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