I'm sorry if this is old news, but there is a fairly good sized article on p. 1 of the business section of today's Sacramento Bee on a controversy between author Peter Krass and Brown Forrman. It's an AP article. I've been unable to find an online version to post here.
Krass has written a biography about Jack Daniel. He claims that Brown Forman markets JD by way of some historical myths. He has contacted BF, but BF has not changed the information passed out in their tours. BF counters that since some of the historical details are vague, some of Krass's claims can't be known to be true.
The disputes cover these issues: (1) whether JD is the first registered distillery in the country; (2) the date in which the distillery went into business; (3) whether JD won a medal for being the world's best whiskey at the 1904 World's Fair in St. Louis; and (4) whether the origins of the Old No. 7 label are a mystery. For example Krass says that the 1904 award was for the best Tennessee Whiskey, and that seven others won "world's best" American whiskey. (Whatever that means.) Krass says that No. 7 was the number that government regulators used to identify the whiskey.
Krass claims that the JD myths have grown since BF has taken over the company, and he claims that BF uses these myths to market JD to the detriment of the competition. What I find especially surprising in all this is the report that JD is closing in on Johnny Walker as the world's best selling whiskey.
My own experience has been that I've liked JD less since I've been drinking Scotch and bourbon.