Mid-century advertising formally linked the name to charcoal leaching

This strengthens the chronology of naming and definition but does not itself prove who invented the underlying practice.

The passage traces how an older regional phrase became attached to a specific process in brand advertising.

Hannush identifies a 1952 Jack Daniel’s advertisement as an early formalized, capitalized use of the process name and a 1954 advertisement as an explicit description of the whiskey being leached through powdered sugar-maple charcoal.

Chapter 5, “Lincoln County Process,” “The Rise of the Process,” paragraphs on the 1952 and 1954 advertisements

Chapter 5, “Lincoln County Process,” “The Rise of the Process,” paragraphs on the 1952 and 1954 advertisements

Visually checked against the user-supplied PDF on 2026-08-24. Crosswalk 2026-09-16 verified in canonical Whiskey Lore file, not The Lost History of Tennessee Whiskey. Internal PDF sheets 93; e-reader progress numbers are not printed pages. Reader locator: Chapter 5, “Lincoln County Process,” “The Rise of the Process,” paragraphs on the 1952 and 1954 advertisements. September30 fresh full374-sheet reading audit: source text checked at physical PDF93–93. Physical sheets and named sections are the reliable locators; no fixed displayed-page offset is asserted. This verifies the source attribution, not all underlying archives.