Look who's suddenly an expert on bourbon.
This is from their website.
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Many whiskeys that qualify as bourbon don't say bourbon on the label, just as many scotches don't say scotch. There's an old wives' tale that bourbon can only come from Kentucky, but Congress recognized bourbon as a "distinctive product of the US" in 1964.
Bourbon is American whiskey that is made from more than 50% corn, and is aged in charred oak barrels for at least 2 years. Jack Daniels uses their own process for making whiskey, which they call "Tennessee whiskey". So perhaps that's where people get the idea that whiskey from Tennessee that doesn't say "bourbon" on the label is not bourbon.