A New Tennessee Whiskey Wants to Dethrone Jack Daniel’s
This $40 bottle is Sazerac's first foray into the Tennessee whiskey category.
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When it comes to Tennessee whiskey (and arguably American whiskey as a whole), Jack Daniel's is overwhelmingly the largest and most recognizable name. And for good reason.
In the early 20th century, Tennessee boasted upwards of 700 active distilleries. However, a statewide prohibition enacted in 1910 (a decade before the nationwide ban) decimated the industry. After repeal in the '30s, Jack Daniel's became the first to begin legal production again. But it was a combination of the brand's pre-Prohibition reputation, a purchase by Brown-Forman in the '50s and expanding distribution that led it to become the powerhouse it is today.
Sazerac has one of the strongest rosters of bourbons in the game. - Credit: Sazerac
While Jack Daniel's will likely continue to dominate the category for the foreseeable future, Sazerac — the company that owns Buffalo Trace , Pappy's and several other Kentucky bourbon icons — is introducing some competition.
Despite a downturn these last couple of years, the American whiskey industry is expected to grow once again. - Credit: Sazerac
A cooling period
If you haven't heard, the whiskey industry has been experiencing a downturn these past couple of years, especially after the major boom the decade prior. Outside of Kentucky, some popular brands have halted production, such as Indiana-based MGP's Ezra Brooks and Yellowstone Bourbon, along with Jack Daniel's main Tennessee compatriot George Dickel.
So launching any new distillery right now is a risk. But recent struggles merely mark a cooling period, not a collapse. And Sazerac wants to be there when things improve again, which is why it decided to move forward with its first-ever Tennessee distillery.
Sazerac's first foray into Tennessee whiskey is the new distillery AJ Bond, who just dropped its first expression. - Credit: Sazerac
Tennessee twosome
Back in 2016, Sazerac purchased state-of-the-art equipment from the former cult-favorite Popcorn Sutton distillery (born from the secret recipe of an illegal moonshiner) and hired all of its crew. Moving operations to La Vergne, Tennessee, they began operations on what would become AJ Bond Distillery.
The idea came about when master distillers and former George Dickel employees, Allisa Henley and John Lunn, bonded (hence the name) over their shared passion for Tennessee whiskey. While Lunn passed away before he could see the project come to full fruition, AJ Bond is now debuting with its inaugural expression.
The whiskey uses a unique dual-still process and locally-sourced corn. - Credit: Total Wine
The whiskey
More than just your average charcoal-mellowed dram, AJ Bond's Straight Tennessee Whiskey is still executed using the Lincoln County Process (one of the steps that typically separates straight bourbon from Tennessee whiskey) but takes a unique approach.
Instead of using just column or pot stills for distilling, the new whiskey employs both, blending them together after aging. For the filtering process, the whiskey undergoes a sugar maple charcoal. This all helps it achieve aromas of wedding cake and caramel corn before leading to a palate of baked apple, marzipan and brandied cherry.
Bottled at a solid 47.5% ABV, the liquid is made from a single corn-based mashbill that's locally sourced from Tennessee. Aging also takes place in Tennessee oak barrels.
Availability and pricing
Suggested retail for AJ Bond's debut Straight Tennessee Whiskey is $40. However, retailers like Total Wine already have it listed at $30.
AJ Bond Straight Tennessee Whiskey
About the Author: Ethan Brehm is an associate editor at Gear Patrol writing about footwear, watches, spirits, EDC and more. When he's not shopping for his next G-Shock, he spends his time watching movies and planning a future road trip with his family. He firmly believes CDs sound better than vinyl.
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