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March 27, 2026
Jack Daniel's Tennessee Apple pioneers a new era for Tennessee Whiskey.
Jack Daniel’s | Jack Daniel's Tennessee Apple
A new release, "Jack Daniel's Tennessee Apple," is set to launch on Monday, April 6th, marking the first new entry in the "Jack Daniel's Flavors" series in Japan in 12 years from "Jack Daniel's," the definitive name in Tennessee Whiskey. We sampled the new Jack Daniel's, imbued with a gentle, natural apple flavor, ahead of its release.
Text by SUZUKI Fumihiko
I Thought It Was a Major Brand...
It really hits home how skewed one's perspective can become when working in the alcohol industry.
Jack Daniel's is a titan in the whiskey world. Born 160 years ago in the rural Tennessee town of Lynchburg, it's been a missionary spreading a unique style of whiskey—Tennessee Whiskey—across the globe. Its popularity in the music industry is also notable; from Frank Sinatra to Slash of Guns N' Roses and Motörhead's Lemmy Kilmister, all have been fans. In Japan, even the guitar collection of THE ALFEE's Toshihiko Takamizawa includes a bottle-shaped guitar of Jack Daniel's... this is information readily available on Wikipedia.
To bring it back to Japan, it was officially imported in 1970, and I assumed that by now, bottles labeled "Old No.7" could be found not just in bars but even in izakayas across the country. In fact, I thought that was the reality.
"Oh, Jack Daniel's! Then, with coke, please."
That's so commonplace it's almost uncool. So, shall I share a little trivia? I have no idea what "No.7" actually refers to. After all, the founder, Jack Daniel, died without ever revealing the reason. No, no, it's not about being aged for seven years. Is it because it took seven attempts? Hmm, maybe. What, you mean like Ultraman's Seven refers to the seventh member of the defense team...?
What I'm getting at is that this is all starting to sound like an old man's rambling.
While it's true that Japan is a respected whiskey powerhouse on the world stage, there are still people in Japan who don't know whiskey, let alone Jack Daniel's. Or perhaps, while they know of whiskey, they perceive it as a drink with a strong, distinctive character.
"No, no! Jack Daniel's uses charcoal mellowing, where the whiskey is dripped through charcoal made from sugar maple trees. After aging in barrels, the whiskey becomes smooth and refreshing. But it still has spice and body, so it's not lacking. Plus, Lynchburg has excellent spring water suitable for whiskey..."
Perhaps I should stop this one-man show.
A Gentler Jack Daniel's
Jack Daniel's isn't difficult to drink due to a strong character, nor is it an overly complicated drink for trivia enthusiasts. It's not an exorbitantly priced luxury item either. While enjoying it neat over ice is delicious, it's also great mixed with soda for a highball, or with cola or ginger ale. It's a friendly and democratic spirit.
Therefore, anyone can enjoy it casually and give it a try. However, I understand the argument that without a specific reason or occasion, people don't typically decide, "Okay! I'm going to drink Jack Daniel's." Everything needs an entry point. Jack Daniel's understands this well. Being a famous name in the industry isn't enough to stay relevant forever.
So, a friendlier proposition has arrived: "Jack Daniel's Tennessee Apple," a refreshing and slightly sweet blend with green apple liqueur, has joined the lineup.
This "Tennessee Apple" is a blend of "Old No. 7" with a liqueur infused with Granny Smith apples (likely the most widely cultivated green apple variety globally). It has a cocktail-like feel from the start and a slightly lower alcohol content, making it enjoyable neat or as a highball. It's also recommended mixed with black tea for a sophisticated apple tea.
Jack Daniel's is currently a core brand of the Brown-Forman Group, one of the world's leading spirits companies. According to the Japanese team at Brown-Forman, flavored spirits are gaining popularity globally. Consequently, Jack Daniel's has introduced "Tennessee Apple" as the second flavor in its series for Japan, following "Jack Daniel's Tennessee Honey."
When asked why flavored spirits are trending, the answer is that people no longer choose drinks solely based on image. The era of one-upmanship on social media is tiresome. Instead, people prefer to share drinks they enjoy during relaxed times with friends. In such moments, complicated or heavy options are undesirable. Natural, casual, and versatile choices are preferred. "Tennessee Apple" fits perfectly into this trend. This isn't just a personal opinion; Brown-Forman has conducted thorough market research.
As I'm no longer young, I can't wholeheartedly say "I totally get it," but the reasons align closely with why I like Jack Daniel's. For 160 years, in a place with water ideal for whiskey, using an unchanged recipe, Jack Daniel's has been meticulously crafted, drop by drop, and aged patiently in barrels. It represents the good old values of America.Words from Chris FletcherTo summarize the words of Chris Fletcher, who I spoke with previously, the maker of Jack Daniel's: "Things made with sincerity are delicious. And delicious things sell." If you want to say, "Are you kidding me?" to this simple logic, go ahead. I know this simple logic has been the truth for 160 years, and I intend to continue living in that world.
Jack Daniel's Tennessee Apple
Volume | 700ml
Alcohol Content | 35%
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