Thu, 30 Sep 2004

Drinkers Object to Jack Daniel's Change (AP)

Ah, dilution ... it was 86 proof whiskey, and advertised as "a simple reminder that some things just never change. And shouldn't. This is the old-time whiskey made as our fathers made it.". So of course, they changed it:

Jack Daniel's gets to 80 proof by adding a little more water to the raw whiskey that comes out of barrels after four years at roughly 125 proof, Brashears said.

The company says that this is what customers wanted, after extensive taste testing. However, they've not been touting it in the ad campaigns. Of course,

the company was saving money by adding more water, but Jack Daniel's said any savings were canceled by the expense of having to change its labels.

And if you believe that changing the printing plate for a label costs as much as 1.8% of the output of the distillery, you're probably the kind of person who responds to these kind of emails...

At the very least, the comnpany should be required by the FTC to change it's [now fraudlent] advertising.

AP - If you've noticed that your Jack Daniel's is carrying a little less kick these days, you're probably right. The famed "sippin' whiskey," which advertises a recipe traced back to the nation's first registered distillery, has lowered the alcohol content of its flagship brand, Old No.7 Black Label.

(link) [Yahoo! News - Top Stories]

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