TASTING NOTES GIVES JACK DANIEL’S FANS A SONIC EXPERIENCE
by Kyle Billings
Because Jack Daniel’s has been woven into the fabric of American pop culture for more than a century, you could be forgiven for thinking that you know everything there is to know about the contents of that famous square bottle. But the truth is, you probably don’t know Jack.
In fact, its very familiarity may be deceptive, says Jack Daniel’s U.S. Brand Ambassador Eric “ET” Tecosky: “Everyone knows the label, but not everyone knows how well made the whiskey in the bottle really is. I always say that Jack Daniel’s is the original craft whiskey.”
Consumer education, then, is Tecosky’s raison d’être; his style, however, is unconventional. In conducting Jack Daniel’s tastings, he asked himself, “How can I make [them] unique in a field of spirits tastings that basically all look the same?” That’s when he realized that tastings involve all of the senses save one—sound. So he embarked on a mission to discover how to incorporate music into his storytelling, and a new tasting series was born: a musical odyssey through expressions of Jack Daniel’s called Tasting Notes.
The idea was certainly on-brand considering that the distillery’s namesake founder was himself a music lover and sponsor of the Silver Cornet Band, which regularly performed in the saloons of Lynchburg, Tennessee. Over the decades, his whiskey became a touchstone for musicians of all stripes—no doubt spurred on by Frank Sinatra, who declared it his drink of choice. Daniel’s unifying influence extends beyond the grave to artists as diverse as Led Zeppelin, Eric Church, Tom Petty, and Kesha, all of whom have pledged adoration for Jack Daniel’s.
Classically trained musician and veteran songwriter Carlos Calvo is the other half of the creative duo behind Tasting Notes. He and Tecosky had collaborated on various music projects for years before bringing their respective talents to the table for their new endeavor—Calvo his skill and experience and Tecosky his passion for music and knowledge of whiskey.
“The original thought was, ‘Hey, does sound influence taste?’ Can it affect your palate?’” says Tecosky. “Carlos and I did some independent research with that question in mind . . . and [it] all said yes.” Despite a litany of songs explicitly referencing Jack Daniel’s, they decided instead to “see if we can create music that actually enhances the experience of tasting” the brand.
They met in Tecosky’s living room and began brainstorming around two questions. One, “What kinds of sounds mirror tastes that resonate with people?” Two, how do “the flavor profiles of whiskey translate into musical terms?” Then they set their sights on creating a refrain for five expressions: Old No. 7, Gentleman Jack, Single Barrel Select, Jack Daniel’s Rye, and Sinatra Select. “The music was curated with all of the nuances of each whiskey in mind,” explains Tecosky. “Each guitar riff was carefully written to echo the way each expression of whiskey affects your palate . . . amplify[ing] how you experience the spirit and the tasting as a whole.”
The duo’s commitment to detail was such that the tasting and scoring process took nearly a year to complete. Initial discussions transitioned into jam sessions and then into the arduous work of fine-tuning the riffs. “I’m not coming from the beverage world, so this was a unique creative challenge,” says Calvo. “It was fun because it wasn’t easy—probably like producing whiskey.”
But eventually their labor yielded fruit. “The first song we did, we’re like, ‘Holy shit, this works,’” says Tecosky. “‘This is incredible—this actually adds to the experience of a whiskey tasting, in a great, fun, interesting way.’ And it just kept getting better and better.”
After informal engagements to test the waters, Tasting Notes debuted to an eager audience in Hollywood earlier this year. Guests were summoned to a secluded speakeasy, where they mingled around the bar and enjoyed a selection of Jack Daniel’s cocktails. Small black and red tables that aproned the stage were crowned with whiskey glasses. The setup was not altogether unfamiliar for a tasting, but many in attendance remained unsure of what to expect.
Then the moment arrived and the proverbial curtain was finally pulled back on Tecosky and Calvo; equipped with a Gretsch Jet guitar and Fender Blues DeVille Tweed amp, they braved an audience teeming with expectant energy as the tasting began. While they all sampled the same five Jack Daniel’s whiskeys, the guests were encouraged to savor the music and the moment in their own way. One attendee, singer Carolyn Jania, says it was “one of the most interesting experiences I’ve ever had,” adding that her boyfriend had said it “was the coolest thing he’s done in L.A.”
The guests were wowed by Calvo’s ability to showcase the nuances and energy of each expression as one composition segued seamlessly into the next. “Storytelling through music is what this was all about,” says attendee Loren Fishbein, himself a musicindustry professional. “I also really appreciated the history of Jack Daniel himself. . . . The event was incredibly memorable. There’s so, so much more to that label than [most people realize].”
Perhaps the greatest triumph of the evening, in Calvo’s view, was the score for Jack Daniel’s Sinatra Select. “This was our biggest challenge,” he says. “So much is associated with him already. Sinatra generally worked with a big band, so it was tough [to emulate] with one guitar. He had such a smooth, crooner voice, but he wasn’t afraid to throw down.” Daring to compose a score that reflects the standards and complexities of both the spirit and the Chairman of the Board is audacious. If the goal was to express the whiskey through music and for that music to enhance the whiskey, nothing short of greatness was required. Whether it was achieved is the exclusive memory of those lucky enough to be in the room.
After the successful debut, Tecosky explains, “We had a five-city tour that was being booked. It was exciting—it really felt like we were doing something really cool and unique. We’re both, like, ‘How rock ‘n’ roll! We get to go on the road with a guitar and a bottle of Jack and make people happy.’”
Despite best-laid plans, on the eve of their first stop—the New Orleans Bourbon Festival—Tecosky and Calvo’s flight was canceled and the Tasting Notes tour was suspended, another casualty of COVID-19. Still, Tecosky is optimistic for its return—and meanwhile, it’s still resonating with those who experienced it in Los Angeles. “[Tasting Notes] was one of the most interesting tastings I’ve
ever participated in,” says attendee Vance Duffy. “I think they’re onto something special here.”
