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  1. #1
    Bourbonian of the Year 2002 and Guru
    Join Date
    Sep 1999

    Jack's New Look.

    Brown-Forman has changed the label for Jack Daniel's Old No. 7 Brand because, as the press release says (I'm paraphrasing), "Mr. Jack would have wanted us to."

    Some of the changes are interesting. Lem Motlow is gone. So is the population of Lynchburg. The statement "bottled at the distillery" is gone, perhaps because the distillery is a few miles away from the bottling house.

    "Est. and Reg. in 1866" is gone, perhaps because the Federal government has no record of any such registration.

    Interestingly, though, all of the claims removed from the label are still made in the press release, so they're not backing away from them, just taking them off the label.

    Simplification is good and with Jack Daniel's now selling about half of its volume outside the USA, maybe all that extra stuff just raised questions that are hard for their overseas reps to answer, like how can a guy who's been dead for 64 years be your proprietor?
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