Jack Daniel's unveils Tennessee Honey which is a blend of honey and liquor, naturally smooth and refined. By Devi Singh
A rare concoction of Jack Daniel’s Old No. 7 and indigenous honey from the famous Tennessee distillery has finally arrived in India. Jack Daniel’s Tennessee Honey was initially launched in the US before slowly rolling out globally. It is the first flavored variant of Jack Daniel’s.
By the volumes of it, it is only 70 proof which means it contains 35 per cent alcohol. Tasting much sweeter with a hint of spice, this one doesn’t give the hard liquor kick to the palate and is definitely, not for the whisky aficionados. But it still is a stimulating prospect in the present Indian whisky market.
Tennessee Honey has the complex mix of raw honey. The rush of a flavored whisky can only be experienced by plunging into its depth and bottom. Apart from being a little too sweet it’s got something else going for it which will take time to unfold much like a real honey does.
Done scintillatingly in amber yellow, it looks as if honey got transferred into the bottle of whisky. With notes of cinnamon and undertones of clover, one would expect a lot of heat. But the heat is subtle and won’t hit you hard at all. The first sweet sniff would remind you of banana and then pear. And the first sip will taste nutty akin to butterscotch gradually shifting to caramel.
For some, the after taste of honey could be a little too strong which will remain stuck to the palate a little longer than required. Nevertheless, it manages its sweetness with a mild spicy tinge without being too sticky. It is recommended relishing Jack Daniel’s Tennessee Honey on its own, either as a chilled shot or on the rocks. You can also combine it with ginger ale or a cocktail.
“We are excited about offering Indian consumers the opportunity to enjoy this whiskey. As well as giving our current fans more choice within our family of brands, it will also attract new consumers into the Jack Daniel’s franchise,” Vineet Agrawal, portfolio brand manager, India Brown-Forman, said.
Other variants of Jack Daniel’s already selling in India apart from the flagship brand Old Number 7 include Gentleman Jack, Silver Select Single Barrel and Sinatra Select.
“It is available across India both on and off premise as well as duty free. I think the flavour profile is absolutely spot on for the Indian consumers. The timing is perfect to launch such a product looking at the increasing craze for American whiskey and the growing cocktail culture in the country,” said Tim Young, marketing director India, Middle East and Africa, Jack Daniel’s.
With their new variant they hope to woo the female consumers. “We see it as an opportunity to have our female base sample a flavoured whiskey which they would enjoy. It can be had on different occasions like after dinner or as casual shots. If you keep it in the freezer, you’ll get a smooth rich flavour and of course it won’t freeze,” quips Young.