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.