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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
From Jack Daniel’s, the quintessential Tennessee Whiskey, comes the new “Jack Daniel’s Flavors” series release, “Jack Daniel’s Tennessee Apple,” the first new addition in 12 years for Japan. It is set to be released on Monday, April 6th. We sampled the new Jack Daniel’s, imbued with a gentle, natural apple flavor, ahead of its launch.
Text by SUZUKI Fumihiko
I thought it was a major brand...
It really hit me how skewed my perspective is, working in the alcohol industry.
Jack Daniel’s is a mega-brand in the whiskey world. Born 160 years ago in the small town of Lynchburg, Tennessee, it’s been a missionary spreading the unique Tennessee Whiskey style worldwide. It’s also beloved in the music industry, with fans ranging from Frank Sinatra to Slash of Guns N' Roses and Lemmy Kilmister of Motörhead. In Japan, there’s even a guitar shaped like a Jack Daniel’s bottle in the collection of THE ALFEE’s Toshihiko Takamizawa… information readily available on Wikipedia.
To put it in a Japanese context, it was officially imported in 1970, and I thought by now, bottles labeled “Old No.7” would be found not just in bars but even in izakayas across the country… or rather, I assumed they were. And indeed, they are.
“Oh, Jack Daniel’s! I’ll have it with cola then.”
That’s so standard it’s almost uncool. So, how about a little trivia? I never understood what the “No.7” meant. Founder Jack Daniel died without ever revealing why. No, no, it’s not aged for seven years. Is it because it took seven attempts? Hmm, maybe. Oh, you mean like Ultraman Seven being the seventh member of the Ultra Guard…?
What I’m getting at is that this is all becoming a bit of an old man’s rambling.
While it’s true that Japan is a respected whiskey powerhouse on the global stage, there are still people in Japan who don’t know whiskey, let alone Jack Daniel’s. Or perhaps, while they know whiskey, they perceive it as an acquired taste?
“No, no! Jack Daniel’s uses charcoal mellowing, where the whiskey is dripped through charcoal made from sugar maple for refinement. After aging in barrels, the whiskey becomes smooth and crisp, yet it still has spice and body, so it’s not lacking. Plus, Lynchburg has excellent spring water, perfect for whiskey…”
Perhaps I should stop this one-man show.
A Softer Jack Daniel’s
Jack Daniel’s isn’t difficult to drink due to a strong character, nor is it a fussy drink exclusively for trivia buffs. It’s certainly not an exorbitantly priced luxury item. 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, democratic spirit.
So, I’d like anyone to try it without hesitation. However, I understand the argument that people don’t typically decide to “drink Jack Daniel’s!” out of the blue. Everything needs an entry point. Jack Daniel’s understands this well. Simply being a famous brand isn’t enough to stay relevant forever.
Therefore, a friendlier proposition has arrived: the refreshing and slightly sweet “Jack Daniel’s Tennessee Apple,” infused 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 vibe 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 popular globally. Thus, Jack Daniel’s decided to bring its flavor series to Japan, releasing “Tennessee Apple” as the second flavor in the series, following “Jack Daniel’s Tennessee Honey.”
Why are flavored spirits trending? When asked, the answer is that we no longer choose things, including drinks, just to look cool. We’re tired of one-upmanship on social media. For casual gatherings with friends, we want to share drinks we genuinely enjoy. In those moments, we don’t want anything complicated or heavy. We prefer something natural, easygoing, and versatile. “Tennessee Apple” fits perfectly into this niche. This isn’t just personal opinion; Brown-Forman conducted thorough market research.
As I’m no longer young, I can’t wholeheartedly say, “I totally get it!” but the reason is almost identical to 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 crafted drop by drop and aged slowly in barrels. It represents the good old values of America.I heard onceTo paraphrase Chris Fletcher, who crafts Jack Daniel’s, in my own words: “Honestly made things are delicious. And delicious things sell.” If you want to call that simple logic idiotic, go ahead. I know that 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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