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  1. #1
    Bourbonian of the Year 2002 and Guru
    Join Date
    Sep 1999
    Location
    Chicago
    Posts
    12,567

    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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  2. #2
    Disciple
    Join Date
    Jan 2009
    Location
    NE OH
    Posts
    1,781

    Re: Jack's New Look.

    Looks better.

    But I'm not a fan of Jack if that mattes in the voting.
    ~Robert BTOTY #2 2009

    GBS Member - 2011 Indoctrination

  3. #3
    Bourbonian of the Year 2011
    Join Date
    Sep 2002
    Location
    Toronto, Canada
    Posts
    9,055

    Re: Jack's New Look.

    I like it.

    Gary

  4. #4
    Virtuoso
    Join Date
    May 2008
    Location
    Swaziland, Africa
    Posts
    1,481

    Re: Jack's New Look.

    I see it is not longer "Quality" and it is no longer "Old Time"... that's it, I am no longer buying any more Jack Daniels.
    Hope is subversive, for it limits the grandiose pretensions of the present by calling into existence the possibility of something better.

  5. #5
    Guru
    Join Date
    May 2006
    Location
    Napoleon, MI
    Posts
    7,444

    Re: Jack's New Look.

    Nothing like a label refresh to bolster sales.
    Are Woodford Reserve and Old Forester next for a label refresh?
    ovh

  6. #6
    Mr. Anal Retentive Bourbon Drinker
    Join Date
    Jul 2003
    Location
    Houston, TX
    Posts
    1,811

    Re: Jack's New Look.

    I can still win bar bets by betting Jack Daniels is not a bourbon and proving by saying show me where on the label you see the word bourbon.....

  7. #7
    Connoisseur
    Join Date
    Oct 2010
    Location
    Brooklyn, NY
    Posts
    677

    Re: Jack's New Look.

    Now if the label said 90 proof, "Aged for 7 summers", and if it was less than $25, I might reach for it every blue moon.
    There are two ways of getting home; and one of them is to stay there. - GK Chesterton

  8. #8
    Advanced Taster
    Join Date
    May 2011
    Location
    Austin, Tx
    Posts
    225

    Re: Jack's New Look.

    Quote Originally Posted by OscarV View Post
    Nothing like a label refresh to bolster sales.
    Are Woodford Reserve and Old Forester next for a label refresh?
    Perhaps we'll see a WR facelift when their new bourbon is introduced in 2012.

  9. #9
    Advanced Taster
    Join Date
    Nov 2010
    Location
    Chattanooga, TN
    Posts
    221

    Re: Jack's New Look.

    Quote Originally Posted by kickert View Post
    I see it is not longer "Quality" and it is no longer "Old Time"... that's it, I am no longer buying any more Jack Daniels.
    Oh, Ben...don't be sore...what if we cut the proof down to 70 and throw in some cool tribal temporary tattoos for your lower back?? Huh??
    "Brown eyed women and red grenadine...
    the bottle was dusty but the liquor was clean." -Jerry Garcia

  10. #10
    Bourbonian of the Year 2002 and Guru
    Join Date
    Sep 1999
    Location
    Chicago
    Posts
    12,567

    Re: Jack's New Look.

    Are you saying Ben needs a tramp stamp?

 

 

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