Jack Daniel’s, the quintessential Tennessee whiskey, is reissuing “Jack Daniel’s 10 Years Old,” its first long-aged expression in over 100 years. It will be available in limited quantities from August 2025 at select authentic bars in Japan. We spoke with Master Distiller Chris Fletcher, who visited Japan for the occasion.

Coca-Cola from 100 years ago is likely very similar to today’s, and I suspect Coca-Cola will remain largely unchanged 100 years from now. I also believe that many people will still find it delicious. This sentiment probably extends to chocolate bars, cigarettes, and wine. American delicacies are constant, always delicious. Or perhaps, they do change subtly over time, but the changes are so gradual that we don’t notice them.

For me, Jack Daniel’s is one of those enduringly delicious American whiskeys.

My conversation with Chris Fletcher, the current Master Distiller of Jack Daniel’s, during his visit to Japan revealed that my perception was not far off the mark.

Fletcher’s visit to Japan was to introduce “Jack Daniel’s 10 Years Old,” which will be offered in limited quantities at select authentic bars in Japan starting around August this year.

He is the eighth Master Distiller of Jack Daniel’s and the grandson of the fifth Master Distiller, Frank Bobo. Born in Lynchburg, a town of just 600 people, he works at the distillery passed down through generations. He proudly recounts that the Jack Daniel’s distillery was his playground as a child, in a town with no movie theaters or shopping malls, and only one traffic light.

You might be surprised: “Isn’t Jack Daniel’s just a whiskey? Didn’t they always have a 10-year-old version?” You’d be partly right and partly wrong. While this whiskey is a new release, it’s also a reissue.

Jack Daniel’s most basic and arguably most famous whiskey is ‘Old No. 7.’ Known for the mystery surrounding the meaning of the number seven, it’s also famous for its fans in the rock world, including Motörhead’s Lemmy Kilmister, who loved it with cola, and Guns N’ Roses’ Slash, a devoted fan. While perhaps not strictly rock, Frank Sinatra was such a profound admirer that he was buried with a bottle of Jack Daniel’s. Jack Daniel’s even produces ‘Sinatra Select,’ a whiskey commemorating the 100th anniversary of his birth.

Old No. 7 is a Tennessee whiskey made with 80% corn, 12% malt, and 8% rye. Its production method—filtering the distillate through sugar maple charcoal before aging in new charred oak barrels for about four to eight years without moving them—has remained unchanged since at least 1938.

You might wonder why 1938, given Jack Daniel’s founding in 1866. That’s because the ban on distilling in Moore County, Tennessee, where the distillery is located, was lifted in 1938. The unique Tennessee method of filtering the new make spirit through sugar maple charcoal before barreling has been consistent since the time of founder Jack Daniel (born circa 1846, died 1911). The use of the spring water known as Cave Spring, located within the distillery grounds, has also been consistent since the Jack Daniel’s distillery was established in its current location in 1880, at the latest.

It’s safe to say that Jack Daniel’s 10 Years Old is essentially a 10-year-aged version of Old No. 7. The difference lies in how the barrels are stored: for the first seven to eight years, they are kept on the upper floors of the barrelhouse, and for the remaining two to three years, they are moved to the lower floors. This process controls the evaporation of the spirit from the barrels.

Without hearing this explanation, one would undoubtedly perceive 10 Years Old as a completely different whiskey from Old No. 7.

Although it uses corn as its primary grain, the sugar maple charcoal filtering process removes any corn-like character, resulting in a fruity profile. The liquid is viscous and smooth, with a concentrated richness.

Old No. 7 truly embodies the essence of Jack Daniel’s: sweet on the palate, smooth on the finish, with a hint of spice.

In contrast, 10 Years Old offers a different aroma even from the glass. Perhaps it’s the influence of the barrel? It possesses a refreshing, sandalwood-like aroma reminiscent of fragrant wood, which alone is captivating. The taste is even smoother than Old No. 7, with a richer sweetness. There’s a subtle astringency from tannins and a faint umami-like saltiness throughout. It is truly delicious.

However, if asked whether 10 Years Old is a superior whiskey to Old No. 7, the answer is yes when evaluating the whiskey on its own. But when it comes to pairing with food or creating cocktails, Old No. 7 offers far greater versatility.

This is akin to how wines around ¥3,000 pair well with many dishes, while high-end wines exceeding ¥10,000 have very specific food pairings. 10 Years Old seems best suited for savoring slowly and deliberately, in its purest form.

In fact, this new Jack Daniel’s whiskey, 10 Years Old, is a revival of the long-aged series—10, 12, and 14 years—that existed during Jack Daniel’s own time, making this the first release in over a century.

With this in mind, I began asking Chris Fletcher, the distiller, about it. Is 10 Years Old a traditional Jack Daniel’s, or a new one?

“Both,” he replied.

Intriguing. So, why revive a 10-year-aged whiskey after more than a century of silence?

“Is there a reason we shouldn’t?”

“Well, no, but…”

“We’ve always had barrels aging for many years in our barrelhouses, of course. As we sampled them, we recently felt that this 10-year expression could be a commercial product.”

Does that mean it’s because 10 Years Old is perceived as timely?

“?”

I mean, is it about enhancing the Jack Daniel’s brand value, aligning with changing customer demographics or preferences, or perhaps simply the appeal of a clearly defined 10-year-aged whiskey?

“Ah! That kind of thinking! I’m a whiskey maker, not a marketer.”

Nevertheless, when creating it, don’t you have an image of the kind of customer who would enjoy it?

“I, or rather, we, don’t change our whiskey to suit the customers. We make whiskey that we are satisfied with. That’s all we need to consider. Whiskeys like that are loved.”

Fletcher stated this with conviction. Impressive! This is the image of an American craftsman I had envisioned. But then, at the very end…

“May be”

If only that hadn’t been said, it would have been perfect!

As mentioned before, the rollout of Jack Daniel’s 10 Years Old in Japan will be limited. Personally, I’d love to keep a bottle of this whiskey at home for leisurely enjoyment. In any case, it seems perfectly suited for savoring the passage of time.