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Weaker Jack Daniel's Gets Sober Reception
AP ^ | 09/29/04 | MATT GOURAS

Posted on 09/29/2004 7:24:43 PM PDT by nypokerface

NASHVILLE, Tenn. - 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.

The whiskey now registers 80 proof, instead of 86 (or 40 percent alcohol versus 43 percent), and some drinkers feel betrayed.

"You can't screw with a legend like that and get away with it," said Frank Kelly Rich, editor of Modern Drunkard magazine. "I'm sure Jack is spinning in his grave."

The company says the switch was made because most customers prefer the less potent mix, which was marketed first in a few states and some overseas markets. The transition was completed earlier this year.

Those who want a stiffer drink can buy specialty versions like Jack Daniel's Single Barrel at 94 proof, the company said.

"We were just doing what we think most of our friends and customers wanted," said Roger Brashears, who has worked at Jack Daniel's in Lynchburg since the 1960s. "Our quality control is very scientific. It comes down to how it tastes."

The company touts Old No. 7 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."

The uproar was started by a few whiskey drinkers who think Jack should stick to that promise. An online petition asking the company to switch back has gathered about 700 signatures.

"If that's what the people wanted, they would have announced it in an ad — 'Look we lowered the proof for you,'" said Rich, who calls his magazine "the voice of the recreational drinker."

Rich said the company pushed the change through without any fanfare and whiskey drinkers are just now picking up on it, saying it tastes sweeter and doesn't pack the same punch.

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.

"I can't tell the difference," he said. "We haven't done anything to affect the quality that has made us so many friends over the years."

It is not the first time drinkers have felt burned by Jack. Roughly 17 years ago, the company lowered the proof of its famed whiskey from 90 to 86.

Enough is enough, says Rich.

"I've switched to Maker's Mark since," he said. "I used to drink a bottle a week. Some of our board members drink three bottles a week. Once this gets out, it will be like the New Coke thing — they'll have to bring it back."

Competitors also jumped on Jack Daniel's. Kentucky's Jim Beam noted they have no plans to lower the alcohol content of their 210-year-old recipe.

"I think it's interesting that our primary competitor says they've been true to their roots yet they've lowered their proof and altered their recipe," said Dave Racicot, senior director of global marketing for the Kentucky whiskey.

The whiskey recipe is still the same, including four years of aging in wood barrels. Old No. 7, which Jack Daniel's says is the country's most popular whiskey with 7 million cases shipped last year, continues to sell well.

It is closing in on Johnnie Walker Black Label scotch whisky as the world's No. 1 seller, said Phil Lynch, spokesman for Brown-Forman, the Louisville, Ky.-based company that owns Jack Daniel's.

Lynch said the company uses the same ingredients and time-honored process it always has — including the charcoal filtering that makes Tennessee whiskey different than Kentucky bourbon.

Rich said 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.

"We don't think it's appropriate to have a magazine called Modern Drunkard dictate how we make our whiskey," Lynch said.


TOPICS: Business/Economy; Culture/Society; Extended News
KEYWORDS: alcohol; jackdaniels; watereddown
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To: nypokerface

We really are facing the end of civilization as we know it.


41 posted on 09/29/2004 7:53:34 PM PDT by colorado tanker ("medals, ribbons, we threw away the symbols of what our country gave us and I'm proud of that")
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To: nypokerface
Wild Turkey Rare Breed (108.4°, 54.2% alcohol)

Rare Breed is a "barrel-proof bourbon," meaning it is bottled directly from a variety of barrels at the proof it reaches in those barrels, with no added water to lower the proof or dilute the flavor.


42 posted on 09/29/2004 7:53:57 PM PDT by wolicy_ponk (Kerry, follow me no closer than 1000 yards, or I'll teach you what a real purple heart is. -T.Peck)
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To: SamAdams76

"Welcome to the company, SamAdams76....Here's your computer, your desk, and your private bar."


43 posted on 09/29/2004 7:55:57 PM PDT by stainlessbanner (Surrender Monkeys now come in Orange)
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To: nypokerface; Cacique

Do what you wish with JD, but you better NOT do anything to Boone's Farm or MD 20/20.


44 posted on 09/29/2004 7:58:48 PM PDT by Clemenza (I LOVE Halliburton, SUVs and Assault Weapons. Any Questions?)
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To: nypokerface

Is this another example of the Nattering Nanny New Prohibitionism?


45 posted on 09/29/2004 7:58:53 PM PDT by valkyrieanne
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To: William Martel

Yes and I am old enough to remember when Maker's Mark sealed in the gold wax was 101 proof. I was told at the liquor store that all of the high octane was now sent to Japan. I still retain a half bottle of Bookers which I will reward myself with on November 2nd. It is truly an exquiste Bourbon and is a lovely 126 proof. As a true daughter of Kentucky I could never bring myself to drink "Jack in the Black". I have made the pilgrimage to Loretto to express my thanks to Mr. Samuels for his gift to the world.


46 posted on 09/29/2004 7:59:01 PM PDT by MKM1960
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To: Ken H

LOL. I guess it must be dedicated to W.C. Fields.


47 posted on 09/29/2004 7:59:17 PM PDT by eternity (From here to...)
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To: nypokerface
When Whiskey tastes like gasoline it doesn't matter what the octane is.

Jack Daniels is gasoline.

48 posted on 09/29/2004 8:02:40 PM PDT by Interious
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To: wolicy_ponk
Wild Turkey Rare Breed (108.4°, 54.2% alcohol)

Oh man. Do you need an explosives permit to purchase that stuff?:)

49 posted on 09/29/2004 8:04:18 PM PDT by Ken H (Dan Rather, the most busted man in America)
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To: MKM1960
Ooooh, my daddy had a bottle of the Gold MM.

We all picked away at it though, and it's gone. < sob >

50 posted on 09/29/2004 8:05:59 PM PDT by AnAmericanMother (. . . Ministrix of ye Chace (recess appointment), TTGC Ladies' Auxiliary . . .)
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To: wolicy_ponk

Barrel-proof liquors are outstanding. El Tesoro is an amazing tequila, mainly because it's distilled just to 80 proof.


51 posted on 09/29/2004 8:07:11 PM PDT by kenth (Tucking tail and running is not an exit strategy, it's cowardice and surrender.)
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Personally, I prefer long pulls of some Kentucky Burboun..


52 posted on 09/29/2004 8:16:56 PM PDT by Michael Barnes
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To: Michael Barnes

>> Personally, I prefer long pulls of some Kentucky Burboun..

I have a partial bottle of Jim Beam I bought in 1995. It tastes very good. I also have a full (unopened) bottle of Jack Black I purchased about 1999.


53 posted on 09/29/2004 8:20:38 PM PDT by PhilipFreneau
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To: nypokerface

WHEN PC INVADES AMERICAN WHISKEY COMPANIES, WE'RE IN DEEP CRAP.


54 posted on 09/29/2004 8:21:27 PM PDT by Indie (Ignorance of the truth is no excuse for stupidity.)
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To: nypokerface
Is nothing sacred any more?!? <g>

You can always go with some Kentucky Straight Bourbon. There are some quality distilleries in Kentucky that make a mighty fine product.

55 posted on 09/29/2004 8:26:44 PM PDT by NewJerseyJoe (Rat mantra: "Facts are meaningless! You can use facts to prove anything that's even remotely true!")
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To: eternity
Hey! You can check it out for yourself ... online! Modern Drunkard Magazine

Pretty wild feature articles ... "The Lost Weekend" ... "Blacked Out and Blue" ... "Hooching with Hemingway" ... "On a Bender in Mayberry". Or how about "All Hail the Piano Bar"?

Amazing.

56 posted on 09/29/2004 8:26:54 PM PDT by LNewman
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To: nypokerface

Just as long as Johnny Walker never changes, I'll be good to go.


57 posted on 09/29/2004 8:33:42 PM PDT by Robert Lomax
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To: LNewman

Wow. I didn't know that boozing had such a following.


58 posted on 09/29/2004 8:35:32 PM PDT by eternity (From here to...)
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To: Clemenza
Aactually it has been quite a few years since they screwed with Southern Comfort which used to be 100 proof and is now 80. I stopped drinking it after that.



59 posted on 09/29/2004 8:36:18 PM PDT by Cacique (quos Deus vult perdere, prius dementat)
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To: PhilipFreneau
Oh yeah? When ya gonna invite me over..buddy, friend, freeper, pal, best damn poster on this board..(let me know how much more I need to grovel)

:-)

Seriosuly though..that's cool man..Now that my wife has her wine fridge and all, I'm gonna build my "sipping collection" rack over the bar. Figure it will benefit twofold. Exercise the discipline and not crack any bottles too soon. Have a nice collection

see ya..

60 posted on 09/29/2004 8:41:07 PM PDT by Michael Barnes
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