Gentleman Jack gets a makeover

Brown-Forman, one of the largest American-owned companies in the wine and spirits business, has introduced the new Gentleman Jack bottle to Dubai.

Gentleman Jack, a member of the Jack Daniel’s family of fine whiskeys, is the number one-selling premium American whiskey and the second fastest-growing spirit brand above 50,000 cases in volume.

Brown-Forman marketing manager Rachel Mousell commented: “The sleek design is the only change — the whiskey inside remains the same.”

All Jack Daniel’s is charcoal mellowed through 10ft of sugar maple, to smooth and refine the whiskey — but Gentleman Jack is charcoal mellowed twice.

“Mellowing the whiskey an additional time not only lightens the colour but gives it an extremely smooth character and delightful lighter finish,” explained Mousell.