Jack Daniel’s advertises its Gentleman Jack Double Mellowed Tennessee Whiskey in a new commercial.

The spot, which highlights that this whiskey is “smooth, refined, and from the makers of Jack Daniel’s,” opens with a diverse cast of people presented as the people who make Gentleman Jack and are “cultured” and “refined”. The voiceover then reveals he’s kidding because the people who make Gentleman Jack are the same folks who make old number 7. “The simply take the time to mellow it twice,” he also says, adding the tagline “Gentleman Jack. From the makers of Jack Daniel’s”.

Distilled and bottled by JACK DANIEL DISTILLERY, Lynchburg, Tennessee, Gentleman Jack features 40% Alc. by Vol. (80 proof).