I picked this up the other day and have not tried it yet. Looking over the labeling I see it is marked Charcoal Filtered and Kentucky Straight Bourbon Whiskey.
I thought the one thing that kept Jack Daniels from calling itself a bourbon was that they used charcoal filtering and according to the rules, you cannot label anything bourbon without following the strict rules.
The Evan Williams website is mum on the matter, thought I would ask if someone here has some information on this matter.
The two processes used for the "charcoal filtering" are very different. JD (and George Dickel, the other Tennessee whiskey) use the Lincoln County process, which puts the whiskey through a fairly raw charred wood medium that imparts the "sooty" taste characteristic of Tennessee whiskey. Google "Lincoln county process" for details. The requirements for Tennessee whiskey are identical to bourbon, except that they must undergo the Lincoln County process. Both Jack and Dickel could legally be labeled bourbon, but choose to use the Tennessee designation, I assume for uniqueness. The "charcoal filtering" referred to on the EW label is a finishing process using activated charcoal (nearly pure carbon) that is designed to remove any off flavors and ensure clarity. Many (if not most) bourbons undergo this treatment but most don't advertise it on the label.
And by the way, I think the EW White is one of the best deals going in good, value priced bourbon. Enjoy.
i believe JD reuses their barrels, no? If that's true, that alone disqualifies them from being called a bourbon.
I really enjoy Evan Williams, in my opinion its the best bourbon out there (for me) for the buck I haven't seen this white label yet. I'll keep my peepers open next time I'm at the liquor store.
Evan Williams 1783 Small Batch has been and will continue to be a staple in my bar. It's an outstanding bourbon, regardless of the value price. I've heard good things about the White Label but haven't had the pleasure yet.