When the brand started to use a plush camel, the customers preferred to ride a mustang in Marlboro Country. Once among the market leaders, their advertisements featured a smoking globetrotter. Take the cigarette brand Camel for example. However, if you are too innovative, long-time customers do not recognize your brand anymore and turn to competitors. If you are too restrictive you won't convince new customers of your product, especially not connoisseurs looking for variety and young people looking for fancy drinks. The motivation behind this seems to be: "If you can't be leading in a category, open up your own category where you can be the leader."Īre such legal restrictions good or bad? Well, it is a balance between traditions and flavour innovations. But distinguishing Tennessee Whiskey from Bourbons from other states based on filtration seems arbitrary and solely owed to marketing. In 2010 we carried out a big blind trial, with more than 1,000 samples and more than 100 connoisseurs and found only very small differences in quality between chill filtered and non chill filtered Whiskies.īourbon is not Scotch, and the results of the study may not apply to Bourbon. For some years now, Scottish producers have been successful with the claim that natural, non chill filtered Scotch Whisky tastes better than filtered Whisky. However, it is rarely stated on the label because there is no universal agreement that filtration makes a whiskey better. Nobody prohibits the rest of the US Bourbon industry from also filtering their product, and indeed this happens. If your distillery is in the state of Kentucky, you may call your Whiskey Kentucky Straight Bourbon.ĭoes that mean that Tennessee Whiskey is a 'better Bourbon' because of the additional production step of charcoal mellowing? No, it does not. If you keep to slightly stricter rules, you may call it Straight Bourbon. If you keep to the rules of the Bourbon Act, you may call your product Bourbon. However, the rules and regulations of the 1964 Bourbon Act, which apply to all Bourbons in the USA, also applied to Tennessee Whiskey. That's how it has been marketed by the producers, especially Jack Daniel, for decades. The charcoal extracts sharp substances from the liquid, which gives the Whiskey a smoother character. The difference between Tennessee Whiskey and Bourbon is, that before the spirit is filled into casks, it‘s filtered with maple charcoal, a process which is called charcoal mellowing. Rye, corn and grain are distilled and age in casks of new white oak. What is a Tennessee Whiskey? According to the common perception, Tennessee Whiskey is made like Bourbon in the first and last steps of the production.
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