Out with the wordy and in with the…well, less wordy. I’m a little puzzled. Maybe it is because Jack Daniels hadn’t changed their label in like forever, but why exactly is this news worthy? They have just cleaned it up a bit. They took off the line about Lem Motlow being the proprietor, I suppose that’s good because he has been dead for 64 years. They also cleaned up a few other things and gave it more black space. That’s what we need…More Black on the label! Seriously? Does anyone really think there wasn’t enough black already?
I don’t know, call it a slow news day, or whatever, but I just don’t get excited about this stuff. Last year when Old Weller Antique changed their label, no one gave two shakes about the label. They were concerned because Buffalo Trace took off the 7 Year Age Statement, for fear it would effect the flavor, but the label? So what?
Conversely when Jack Daniels dropped proof from 90 to 84 no one hardly noticed, same when they again dropped it from 84 to 80. But change the label? Now you’re messing with history and tradition! Please.
Labels are labels and I don’t care if it is a piece of masking tape with Sharpie ink. What matters to me is on the inside. And since they have taken the guts out of this once proud Tennessee Whiskey it really doesn’t matter what changes they make to the label. I’m afraid Brown Foreman is going the way of Bud/Miller/Coors where they are more concerned about what is outside the bottle than they are about what is inside the bottle. What’s next? Labels chicks can give you their phone number on?