In support of the launch of Jack Daniel’s Tennessee Rye, the brand has introduced new television creative which begins airing today across premium cable television networks such at AMC, Discovery, FS1 and TBS.

Every drop of Jack Daniel’s Tennessee Rye is made in Lynchburg, Tennessee, charcoal mellowed and then matured in new American oak barrels crafted by its own coopers. Master Distiller Jeff Arnett and his team of whiskey makers have created a distinctive taste profile for a new rye whiskey like no other. Jack Daniel’s Tennessee Rye has a grain bill of 70 percent rye, 18 percent corn, 12 percent malted barley and is carefully charcoal mellowed for a finish that’s distinctly Jack.

The two new spots are linked below.

The More Things Change :30

Not All That Different :15