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. What is the origin of "Old No. 7"? No one really knows for sure where the term "Old No. 7" came from. Anyone claiming to know the "real" story behind the famous Jack Daniel's "Old No. 7 Brand" name can just get in line behind all the others! Some folks will tell you it had to do with a lucky roll of the dice. Others will claim it refers to Mr. Jack's seventh try at a mash recipe. There is even one legend about seven lost barrels of whiskey that Mr. Jack wrote "7" on for identification when they were finally found. One tale is apparently as valid as another; the fact is no one knows exactly which one is the truth!