Jack Daniel’s has always had respect for charcoal. After all, that’s what makes our whiskey so special. We have used charcoal to give our whiskey its signature flavor since our founding in 1866. Our whiskeys flow drop by drop down 10-foot sections of charred sugar maple, coursing through the black, cracked wood into charred barrels that we make by hand. With such a high regard for charcoal, it makes sense we pride ourselves in what is cooked over it. Just like our charcoal-mellowed whiskey, our rubs have their own unique flavor. Our strong, rich beef rub is crafted with a subtle sweetness of brown sugar and spices like paprika, garlic, and chili peppers to give you a unique, bold flavor on beef products. You can use this spicy and sweet rub to season anything from brisket to rib-eyes and everything in between. Our special blend of seasonings adds a kick of flavor to beef or any other cut of meat you feel like smoking. Wow your friends and family with your culinary skills.