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Jack Daniels Has Released a New Apple Whiskey

Peaches and cream. Gin and tonic. Peanut butter and jelly. Some things are just made to go together.

Take whiskey and apples. There are few more iconic ways to enjoy a bourbon (or Tennessee) whiskey than to throw a bit of apple in the mix. Jack Daniels understands this, which is probably why the iconic distiller released Jack Daniel’s Tennessee Apple.

Look out fall here I come!

APPLE JACK

The new drink spikes the Lynchburg-based brand’s finely crafted Tennessee whiskey with an apple liqueur.

RELATED: What Makes Tennessee Whiskey Unique?

“We feel like it's a good time now to offer apple. Flavors have been driving a lot of interest in the whiskey category,” Jack Daniel’s master distiller Jeff Arnett told Forbes. “It's been a game changer for Jack Daniel's, even a brand that's been around as long as we have. We found that flavors tend to attract a different consumer and/or they fit into a different occasion. Maybe an after-dinner drink or something where our whiskey wouldn't necessarily be poured.”

Tennessee Apple is designed to be enjoyed by itself, on the rocks or in a signature Jack Apple Fizz. It hit liquor store shelves and on October 1, is 70 proof and starts at $23.99 for a 750 ml bottle. And Delish reports that it’s not seasonal — Tennessee Apple is here to stay. Yay.

BUT WHAT WOULD JACK THINK?

This might seem like a slightly left-field move for Jack Daniels but the company has been dabbling with flavored whiskies for much of the past decade, releasing a Tennessee Honey whiskey back in 2011.

And going further back, Jack Daniel’s sold flavored spirits in the 1930s in an effort to quickly boost sales in the years immediately following Prohibition.

“If you look in our history at Jack Daniel's, right after Prohibition we made apple brandy here,” Arnett told Forbes. “So, this is not the first time we've made something that was apple-based From Jack Daniel's. We've made peach brandy back in those days.

“There were quite a few things that were done right after Prohibition as a mechanism to make money because they were literally having to start back up again after a drought period where no one was allowed to distill. Being able to look at our history and see that we have done things like this before [means] we feel like it's okay. Jack wouldn't be rolling over in his grave at the thought of us doing a Jack Daniel's Tennessee Apple.”

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Matt Shea, Khareem Sudlow