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. Jack Daniel's® Chicken Rub. Your taste buds will sing with the delight from this spicy flavor. With original quality. It contains no alcohol, no MSG. This product is free from gluten.