Monday, May 16, 2011
New Jack Daniel's Label Is Revealed.
Bottles with the new labels will begin shipping shortly and should be in stores by July.
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 clutter just raised questions that are hard for their overseas reps to answer, such as how can a guy who's been dead for 64 years be your proprietor?
I talked recently with a reporter from a major national outlet who wondered it these changes will be controversial. Maybe a little, since Jack's ardent fans are very protective of the brand, but what this really does is give them a reason to buy and set aside as many of the current label bottles as possible.