Taste Review #157 – Jack Daniel’s Single Malt
A new year, a new me.
Obviously I’m a bit late with this but given how long it’s been since I last wrote a blog, you can see some things won’t have changed, certainly not for the better.
I don’t subscribe to all this rubbish about celebrating the changes you hope will happen on the earth’s next journey around the sun. Yes, the year may well have changed, but I’m still mulling over the potentially pointless whisky questions so that you don’t have to. When many amongst us have made our end of year lists of great things that happened to them, best albums listened to, best whiskies drunk etc. I find myself still thinking over a discussion that I had with Bob around the time of last year’s National Whisky Festival in Aberdeen.
“Does whisky have a class?”
There are some class whiskies, but I’m thinking something more in line with social class. It’s something that is still reveberating around my head over seven months later. It’s a somewhat awkward question to ask, because it all depends on your point of view and other matters. This has been brought to the fore through an uncomfortable experience last year on social media, of which I didn’t come out of it smelling entirely of roses but neither did the other party. I’ll cut the long story short, but basically I was getting a bit cheesed off by constantly seeing someone boasting about high purchase prices and big age statements. While I wasn’t the only one feeling this way, at least the others ignored it. But I often have a misguided socialist streak.

So, in what became perhaps not one of my finest moments, I delivered what I considered a truth bomb. While in my opinion it may have been true, it doesn’t always make it a good idea to share. Never mind, I’ll worry about that later… It’s a pity as I once had a reasonable online chat with the guy who said we all have different budgets. It’s a very well made point and there is no denying it. However, it’s a different matter when you’re showing off bottles of several hundred pounds almost daily, when the majority are only buying whisky sub-£100.

Yeah, well. You get the picture. I could have unfollowed earlier but subtle hints were getting me nowhere and after all said and done, it’s none of my business what people spend their money on. But it says a lot about the person who is informing others how much a whisky was that they missed out on. Plus, I’m uncomfortably ignoring what my outburst says about me.
I really don’t know why they did it. I don’t care any more and it was probably never that important. But some people want to look like Big Jock at the clubhouse.
While I don’t regret making that point, it awakened an offline discussion about whisky and how we perceive it, amongst fellow social media users and other friends. I have already explored this concept on two other blogs, one of which was a whisky eulogy to my best friend, and the other explored how we feel about brands and relative value. These links are worth reading again to put things into context if you don’t mind me saying so. These issues continually circle around my head as people venerate a drink perhaps a bit more than they should. Therefore it’s natural to ask my friend Bob what he thought.
“Does whisky have a (social) class?”
Bob, for those of you who don’t know him or haven’t heard of him, has a strong socialist streak. This could have been a red(!) rag to a bull if you can pardon the pun, but Bob has come out with some very reasonable responses. Ultimately he said yes, whisky does have a class and I’m of the opinion that I agree with him. I also believe that this situation is wrong and ultimately false. What follows are my thoughts and it would be interesting to find out if any of this strikes a chord with you, or if you can change my mind.

How we see whisky and how we would like to see ourselves
Class is all about perception. It just isn’t only about how you see yourself, but how you want other people to see you. This is borne out of the fact that while we believe it is only the rich that may be class-aware, there are many people of means who are completely down to earth and you’d have no idea of their background or the size of their bank account. It would be nice to imagine that the social class system most demonstrably shown by the British empire has to all intents and purposes died, but human nature isn’t like that. There’s always an aspect that somebody wants to be appearing to do a little better than others. Sadly, human nature is never going to change, but that’s a good thing for marketeers, as they want to play on the aspirational aspects of their target market.
Whisky in the media has been and continues to be marketed on aspirations of the target audience. Different cultures may play it slightly differently but Bob reminded me of this clip from the film “Lost In Translation” starring Bill Murray and Scarlett Johansson. Bill plays the role of Bob Harris, a fading American movie star who is having a mid life crisis during a trip to Tokyo to film an advert for Suntory whisky. Bob gave me a link to the actual scene. It’s better if you switch on the subtitles for this as you will get the Japanese translation, and will thus make what I will say next have more sense.
Lost In Translation – Suntory Time
You can see how that the producer is trying to set the scene; famous American movie star, dressed in a fine suit, country house background. The scene is designed to radiate success and opulence. The director is trying to get Bob to say something similar to in style to the classic film Casablanca, to encourage potential drinkers that this is a suave drink and you will look cool and successful if you drink it slowly with an air of sophistication similar to Humphrey Bogart who played the bar tender Rick Blaine in the film.

Unfortunately when we drink whisky we won’t be teleported to a country house and be the sudden instruments of desire, unless we own one and are. (Chance would be a fine thing!).But many feel they identify with a different class when they are seen to be buying this or that brand, age statement or high cost whisky. I’ve been under no illusion that this is nothing other than a marketing construct to play on our insecurities and aspirations. Why do we need to prove what we have, how old it is or how expensive it was? And while I have discussed prices on my Facebook page or blog, this is solely to pass on information that I’ve been asked from followers and passing information between enthusiasts. And this is important, as the secondary bottle market is constantly moving.
It goes without saying that the whisky market has changed with the end of Covid, and the endless buying of what is marketed as “special whisky” doesn’t resonate the same with many whisky enthusiasts any longer. In my estimation, sometimes showing extravagant bottles or those with extravagant prices shows that perhaps you aren’t in touch with the market or are paying for over priced whisky at retail. Gone are the days when you’d have to compete with flippers for an inaugural release. These are almost ten a penny nowadays. Many special releases are currently selling for well under their release price, or hovering just above it, even Macallan. It’s my opinion that the market has been oversaturated, and the market is full of special whiskies that in my opinion really aren’t that special. Let me explain, it isn’t that hard and is very simple.
Since we’ve mentioned Macallan, let me use them as an example, although this can be levelled at more than one distillery. Macallan has in my opinion become less of a whisky but more a brand. Like it or lump it, the whisky is now more of a lifestyle aspirational brand. I remember the days even before they built their new distillery that you could drive in, visit the shop, make some purchases, look at the display. No more. You need an appointment to get in – everything has been made to be exclusive, to make you feel that you are that little bit better than everybody else. It makes you feel if you buy one of their products, that you have got something better than anybody else can get.

And now here comes my point – see that bottle of Macallan that costs several thousand pounds? It was made with exactly the same equipment as the bottles that sit on the shelves of the supermarket. When that new make was produced and put into casks, nobody knew whether or not it was going to be sold for less than £100 some 12 years later, or put into a sherry seasoned cask for 6 years longer and sold for more than three times the price. Does that extra 6 years and a sherry cask really make that much difference to the cost? No, it doesn’t. Whisky can justifiably cost more in my opinion when it is truly rare, not just because a brand tells you it is rare. The Emperor’s new clothes indeed.
And just to put the icing on the cake, if you think that Macallan have the highest standards, then think again. It is all computer controlled. There is absolutely no more mastery in the new make production than there is when your car was built by robot. Indeed an industry insider was telling me that while the operators know how to control the system, if there is a fault, I’d be surprised if they can do any more than point to where a malfunctioning component is on their SCADA screen. They’ve no hope of actually finding it in the maze of pipework that the distillery contains, as that’s left to the maintenance personnel. If you want a genuine hand crafted whisky where people know exactly how things are done, and everything is manual, look to your smaller and newer distilleries.
The other thing that I think is relevant in why whisky shouldn’t have a class is that it is a product where it is solely made by ordinary, down to earth, human beings. To the majority of whisky workers I have spoken to, while they will have pride in their product, to them it’s just whisky. While I have met many who don’t even like the spirit, for the rest it is just a drink. They can appreciate that some whiskies will be more special than others, but as they have created it, I think its right that it is them that take the most kudos from it. Not some twonk who is going to pay over the odds for something that isn’t really that special.
The best quotes for me come from the industry themselves, and all of these people will be well known. When thinking on if older whisky or expensive whisky is better,
Its quite a controversial subject, this whole idea that the older a whisky is, the better it is, and I’m a passionate believer that almost the opposite is the case. From a very personal perspective, whether I’m drinking Ardbeg or Glenmorangie or Balvenie or Mortlach or Springbank or Highland Park or any of these whiskies which I enjoy, I tend to prefer them between the ages of 10 and 18. Because I think most distilleries hit their sweet spot in that range. Now the older a whisky gets, the rarer it is going to be… Firstly most of it will have been bottled at 10, 12 or 18 years old, so there’s simply less of a pool to choose from, and you’ve lost more by evaporative loss… so by its very nature it’s going to be much rarer, and really thats what you’re paying for in a very old whisky, is the scarcity value, the rarity value. But you need to bear in mind a 50 year old whisky is going to have taken up so much flavour from the wood. It might be woody, it might be dry, it might be bitter. So I would say think very, very carefully before you decided to shell out £5000 or £10,000 for a bottle.
Dr Bill Lumsden – Director of Distilling & Whisky Creation, Glenmorangie Company.
Age isn’t everything, I think there is too much emphasis on the age of whisky. Yes, it will tell you how long it has been in the cask, and that will give you an indication of what it’s complexity may be, but it could have been in tired, old casks for 30 years and become over-aged. And you could have an 8 year old which is every bit as good, if not better because its been in better quality casks
Graham Eunson – Distillery Operations Director (Executive) at Tomatin Distillery.
Er, is it worth it? If I had £100,000, would I buy a bottle of whisky? I would not buy a bottle of whisky for £100,000. No, I would by many hundreds of cases of bottles of whiskies for the same amount of money.
Robbie Hughes – Glengoyne Distillery Manager
We’re a nation that can laugh at ourselves. Hey, it’s just a drink, but its a very, very special drink that’s unique to us.
Jim McEwan
I normally drink those with the people I love. I want to hear what they’ve got to say. You know, a celebration, an anniversary… you bring in a whisky. So quite often I will in fact serve a very aged whisky over a special occasion.
Richard Paterson – Whyte & Mackay
These quotes were taken from the film Scotch – The Golden Dram.
This sums up exactly how I feel. Whisky should be classless. It is just a drink. There is nothing wrong with drinking old or expensive whisky, given the caveats listed in the quotes above. Indeed, a Strathmill 33 I had recently was so tannic it was effectively to my mind undrinkable, so there is a verifiable truth in the words of Graham Eunson. We seem to have built a scene which celebrates itself, which distillers aren’t going to argue with as long as we keep buying. On the other hand I suspect they think we are all nuts.
I’ve started to move away from the communities that seem to place this drink up on a pedestal, as I’ve come to believe we’re often over-elevating its importance. And yes, while it is a hobby to many, including myself, we have to keep grounded and see it for what it is. It’s great when fellow enthusiasts get together and swap notes and experiences. It’s even better when we can share in person. I know from my time on Twitter before Elon took over and turned it into an online Der Stürmer, that I have met many very genuine, interesting and caring people. I am interested in what they have to say, to hear their experiences. Similarly on Twitter / X before I quit, I also knew and communicated with people who had experience of
- Losing their jobs
- Suffered relationship breakdown
- Suffered seious and long term illness
- Have had financial problems
- Have had to become carers to a spouse or very ill child.
So, it’s important to know which way the wind is blowing in your online community. Even the majority of people that I was involved with would think twice about spending more than £100 on a whisky. And why should you? There are plenty of alternatives that are tasty and don’t cost more than £50. Whisky is over priced as it is, but by overpaying for it continuously gives the manufacturers the green light to keep raising the prices.
Of course there’s nothing wrong with buying expensive whisky, if you can afford it. Sometimes the price tag is justified.
Or you just want it.
You deserve it.
Add to cart.
But perhaps being so public about it on social media, when you rarely show open bottles says more about you than it does the whisky. It certainly may form a different perception in others who may well think that it does indeed make you a prick.
Jack Daniels Single Malt
Now that I have got my angst out, I’d be interested to hear what you think. Am I right or am I wrong? Either way, its just a drink, so get drinking. And this moves me nicely on to a drink that isn’t mass marketed as such just yet, but comes from a mass production facility where there are absolutely no class issues. Indeed, this actually may put you at the Jarvis Cocker end of the scale when thinking about the song Common People. This sample was supplied by a former work colleague, Doug Hyem. Doug does like a Jack Daniels on occasion, and generously supplied me with 2 x 50ml samples.
It can’t be a secret that I’m not the most prolific drinker of American whiskey. There’s not that I find anything wrong with it, but I’m surrounded with so many indigenous options I tend to rarely look outside Scotland. But when offered to try something different, it makes sense to try at least once.

Region – American Age – NAS Strength – 45% Colour – Russet (1.4) Cask Type – Highly Charred Virgin American Oak, finished in Oloroso. Colouring – Not Stated Chill Filtered – Not Stated.
Nose – A sweet, corn aroma to begin with, quite Bourbon-esque. Stewed bananas, maple syrup, polished wood, milk chocolate.
Palate – Gentle, sweet, cherry cola, heavy and oily. Pleasant mouthfeel. Malted biscuits, chocolate. Red fruit and a hint of raisin.
Finish – Short and drying. Oily. A burst of black cherries, double cream and strawberries. Banana loaf.

I know there are a lot of whisky snobs out there that would turn their noses up at this, but I found this dram very easy to drink – indeed easier than a normal Jack Daniels. There are some strong notes of the Jack Daniels DNA in there, predominately the cherries. Perhaps they are using heavily charred oak casks as well for their malt whisky.
Regardless, when we assess the whisky that we are drinking , we may try to see how it makes us feel. This didn’t make me feel like trailer trash, or like I wanted to place a few more sofas out on my front lawn, nor shoot a 12 guage at critturs or roadsigns. I didn’t feel elevated to a place of superiority, where my malt whiskey was better than others. It gave me a nice, easy sipper while watching TV without having to think too much about it. While this is not normally my cup of tea, and I certainly won’t be rushing out to buy it, as I believe it is only travel retail at the moment. Of course, MoM probably stock it. But I will probably pick one up if I see it on my regular trips through the airports.
Take care of yourselves and remember. It’s only a drink and meant to be drunk.
Yours In Spirits
Scotty
Photo Credits
All Photos – Authors Own
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AI Images – ChatGPT
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