Over the
past couple of years, Jack Daniel's Belgium has been quietly building something
equally impressive: a genuine community of bartenders and hospitality
professionals through its ‘Bond with Jack’ events. They're far more than
brand gatherings. They're opportunities to reconnect with familiar faces,
exchange ideas with fellow industry professionals, and—perhaps most
importantly—discover something new about the brand every single time.
This
month's edition, ‘Fire & Smoke’, took place at LLodge in
Grobbendonk. Calling it an event venue hardly does it justice. Hidden away in
nature, this is one of those places that has to be experienced rather than
described. The surroundings became an integral part of the afternoon, perfectly
matching the event's outdoor, elemental theme.
The program
consisted of three very different but equally engaging experiences.
We started
with an interactive cocktail workshop by Chemistry & Botanics BXL,
exploring techniques such as smoking, roasting, and toasting. Rather than
simply demonstrating flashy effects, the session focused on why you
would choose a particular technique depending on where you want those smoky
aromas to appear—in the glass, on the garnish, or even in the drinker's first
impression before taking a sip. It was practical, thoughtful, and immediately
applicable behind the bar.
Next came what was undoubtedly the highlight of the afternoon: The Drop, presented by Jack Daniel's Brand Ambassador Vincent Schietse.
The concept
was beautifully simple. What happens to one single drop of whiskey between the
still and the bottle?
Instead of
explaining the production process through slides or diagrams, Vincent let us
taste every major step of that journey.
The lineup
was exceptional.
We began
with Jack Daniel's New Make—the crystal-clear spirit flowing directly
from the still, reduced to 40% ABV for tasting. Bright, vibrant, and
surprisingly fruity, it showcased notes of fresh grain and even banana. It's
not something available to consumers, making it a rare opportunity in itself.
Next came
that exact same spirit after undergoing the famous Lincoln County Process,
where the whiskey slowly filters through maple charcoal before entering the
barrel. Tasting these first two spirits side by side immediately demonstrated
how profoundly this uniquely Tennessee step transforms the distillate's
character, smoothing the edges while adding remarkable depth.
The third
pour was instantly recognisable: the matured whiskey that eventually becomes Jack
Daniel's Old No. 7 after roughly four years in newly charred American oak
barrels. Suddenly the fruit remained, but it was joined by layers of vanilla,
honey, caramel, gentle spice, and toasted oak—the flavours most people
associate with Tennessee whiskey.
Finally, we
compared it directly with Jack Daniel's Bonded.
Although it's fundamentally the same whiskey, the Bottled-in-Bond regulations require that it comes from a single distillery, is distilled within one distillation season, matures for at least four years in a bonded warehouse, and is bottled at exactly 100 proof (50% ABV). The barrels themselves also receive an even heavier toast and char, resulting in a whiskey with noticeably greater structure, richer oak influence, and impressive intensity.
As a final
surprise, Vincent opened a bottle from his own personal collection: Jack
Daniel's 10 Year Old. Not yet available in Belgium, it provided a
fascinating glimpse into what additional years of maturation can contribute to
the familiar Jack Daniel's profile.
Experiencing
the complete evolution of a single drop of whiskey—from fresh distillate to
mature premium expression—was something truly memorable. It wasn't just an
educational tasting; it fundamentally changed the way you think about every
bottle on the shelf. Each glass represented another chapter in the same story,
revealing how charcoal mellowing, barrel aging, time, and oak gradually
transform a bright, fruity spirit into a whiskey layered with sweetness, spice,
vanilla, honey, and an increasingly long, complex finish.
Of course,
events like these are also about people. Between workshops there was plenty of
time for conversation, along with a few unexpectedly entertaining
activities—including tug-of-war and hammering nails into tree stumps—just
enough to awaken everyone's inner redneck before gathering around what can only
be described as an enormous open-fire barbecue.
The team
from De Laet & Van Haver / Butcher's dining prepared an outstanding feast over blazing
flames inside a wooden lodge that somehow managed to feel like a cross between
a Scandinavian smokehouse and a very hot sauna. The heat was intense, but so
were the flavours.
Fire,
smoke, exceptional whiskey, great food, and conversations with people who
genuinely love their craft and industry. That's a combination that's hard to
beat.
My sincere
thanks to Jack Daniel's Belgium for the invitation and for continuing to create
events that bring education, hospitality, and community together in such an
authentic way. If this edition is any indication of what's still to come, the ‘Bond
with Jack’ series has become one of the industry's most worthwhile gatherings
to attend.
Disclaimer: All pictures and texts are copyrighted
by Geert Conard and Esito Consulting unless stated otherwise in the article.
While the producer or distributor might have gifted some items, these are in no
way paid promotions or recommendations.
