Don’t get me wrong — Jack Daniel’s is a very impressive company. Its sales growth over the past 40 years is mind-boggling. During the 1970 and 1980s, most American whiskeys saw their sales drop. They laid off workers and cut back on capital upgrades.
But not company the Jasper Newton Daniel started 150 years ago. It went gangbusters, helped in no small part by celebrities like Frank Sinatra and Michael Anthony of Van Halen, who guzzled it on stage. (Anthony even had an Old No. 7 electric guitar made.)
And Daniel’s did itself a great favor by taking a rather fanatical attitude toward execution. If they were going to make a bazillions cases a year, they were going to keep quality high. It presently keeps three full timers on the payroll to do nothing more than burn wood into charcoal, which is used to filter the whiskey after it comes off the still. It continues to use a copper still, and gets its barrels from its parent company, Brown-Forman, and nobody else. A Jack Daniel’s microbiologist cultures the yeast it uses by the thousands of gallons, and the lactobacillus for its sour mash. To call the Jack Daniel’s distilling crew control freaks is both accurate and a high compliment. No wonder the stuff sells in 160 countries.