Among all their offerings Jack Daniel's Black Label stands out as the instantly recognizable, iconic classic and the brand's flagship. It accounts for 96% of Jack Daniel's sales, making it the best-selling whiskey in the world. While the true meaning behind the "Old No. 7" on the label was lost with Daniel's death, it is known that it won 7 gold medals in a very different time. It received its very first at the 1904 World's Fair in St Louis, Missouri, where the spirit reigned supreme over 24 others from across the globe ― a sign of things to come. The most important step in its creation is still the charcoal mellowing, or as they like to call it "The Extra Blessing". Before going into barrels, the clear, 140-proof distillate is filtered through handcrafted charcoal drop by drop, a process that takes from 3 to 5 days and is the reason behind the Black Label's signature smoothness. Being a Bottled-in-Bond whiskey, Jack Daniel's Bonded is distilled in a single season from a recipe of 80% corn, 12% malted barley, and 8% rye. It's matured in a government bonded warehouse for a minimum of 4 years before being bottled at 100 proof. Each barrel is hand-selected for its depth of color, flavor, and aromas. Oaky, big, and bold, the whiskey has rich notes of caramel, prominent oak, and spice.

Russell's Reserve 10 Year Old Bourbon earned the Double Gold Medal at the San Francisco World Spirits Competition in 2011, and earned a score of 92 points from the Beverage Testing Institute. In addition, it earned a score of 95 points — tying Pappy Van Winkle's 20 Year Old Bourbon — at the Ultimate Spirits Challenge.