I've never used this charcoal, but have used the Jack Daniels barrel chips as smoke wood before. The bag smells good when you open it, but I don't notice any difference in smoke flavor using the Jack Daniels chips as compared to generic oak chunks.
The product descriptions I've seen are vague. They say the briquets are made from fine wood char, and also contains Jack Daniel’s barrel pieces for distinct charcoal-grilled flavor. They don't tell you what percentage of the briquet is made from Jack Daniels oak barrel chips - only that it contains them. Seems like a gimick to me. They may be a quality product, but is sounds like you are paying a premium for the Jack Daniels name. If you try them let us know what you think.