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Jack Daniel's to launch white whiskey for the first time since the Prohibition Era
MARKETING NEWS
DailyMail.co.uk - Jan 10th, 08:33
Whiskey lovers who are drawn to the golden brown tones of their favourite tipple might need a little time to savour the new offering from Jack Daniel's.
The Tennessee-based distillery has unveiled a colourless unaged rye whiskey for the first time since the Prohibition Era, which will hit stores across the U.S. early this year.
According to Uncrate, the white liquor has 'a sweet and fruity smell, plenty of rye bite, and a crisp, dry finish'.
It contains a combination of 70 per cent rye - 19 per cent above the legal minimum for a rye whiskey –18 per cent corn and 12 per cent malted barley.
Jeff Arnett of Lynchburg, Tennessee, who is the seventh master distiller in Jack Daniel's 146-year history, said that the formula provides a 'new and unique tasting experience'.
He told The Spirit Business: 'We feel that whiskey enthusiasts and Jack Daniel's aficionados alike will enjoy discovering the new and unique tasting experience.'
The colour of whiskey is a result of the maturation process and can often give a clue as to the type of cask - sherry or bourbon - used to age it.
The addition of legal spirit caramel is also sometimes used to darken the alcohol.
Jack Daniel's has hinted that it has also been experimenting with an aged rye expression, but as yet, there are no plans to go to market.
Mr Arnett added: 'We’ve produced just a little bit to experiment around and let some mature in case should this be a long term offering.
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