Chester Drum likes Jack Daniels

"Jack Daniels all right?"

"It's the only bourbon a real drinker will drink."

That's the way it went. She had my favorite whisky. She drank it on the rocks too, with no delicately reluctant sips and no ladylike oh-this-is-so-strong grimaces. But she didn't open up her throat and pour the Jack Daniels down either. She drank it as I did: she enjoyed it.

(Stephen Marlowe. Violence is My Business. Greenwich: Gold Medal, 1958)

Lavish descriptions of drinking are prevalent throughout the pulp fiction of this era. This case is a particularly enjoyable example. The drink selection - and method of consumption - are judged and approved by both the protagonist and the reader. Clearly our hero [Tough-but-Tender Private Eye] and his love interest [Hooker-with-a-Heart-of-Gold] are meant to be.

Incidentally, Jack Daniels is referred to as both a bourbon and a whisky - a mistake still made today. Although commonly shelved with the bourbons, Jack Daniels is actually a 'Tennessee Whiskey', a claim that is only partially marketing semantics.