Jack Daniel's Old No. 7 is a simple reminder that some things just never change. And shouldn't. This is the old-time whiskey made as our fathers made it. Jack Daniel's Old No. 7 Brand Old-Time Tennessee Sour Mash Whiskey is a whiskey and not a bourbon. Unlike bourbon, Jack Daniel's is charcoal-mellowed smooth, drop by drop through 10 feet of charcoal made from sugar maple. Remaining true to Jack Daniel's original recipe and charcoal-mellowed character means folks today enjoy the same sipping whiskey awarded seven international gold medals, including the one collected by Mr. Jack Daniel himself in 1904 at the St. Louis Exposition and World's Fair. It was honored then as "the world's best whiskey." The black and white label on Jack Daniel's Old No. 7 is much like the whiskey itself in that it has not changed since Jack Daniel registered his distillery in 1866.