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.
And I am certainly not going to buy whiskey from a company that uses such a humorless, prissy spokesman.
I absolutely love Maker's Mark and have for years.
I only wish I could find the GOLD 101!
I bought a bottle maybe 10-12 years ago and still have that empty bottle in the back of my liquor cabinet...
Just waiting for a refill.
Regards,
A Maker's Mark Ambassador
er...
wait a minute...
Modern Drunkard Magazine. LOL!
But THIS is an American drinking tradition they're messing with here! It's like the infamous "New Coke" incident back in the 80's.
Maybe they're afraid of the Satan-inspired wrath of the evil teetotaling minions of MADD, so they dropped the alcohol content by a marginal three percent. It would be just like those dour, pinched-face harridans and harpies to threaten the fine old Jack Daniels distilleries with a class action suit while waving the flimsy evidence of junk science in the face of an activist judge. A pox on them and their lot!
As a side note, I have recently read of an hypothesis that asserts that the origin of the foundation of our very civilizatioon, agriculture, lies on man's God-given need for beer, and the hops and barley needed to produce it.
Furthermore, drinking whiskey is an American tradition that predates the Declaration of Independence and the very Constitution to which we have all pledged our lives and our sacred honor.
On these grounds, I put to you the accusation that MADD itself is an intensely anti-American cabal of ruthless, fraudulent totalitarians, and is, in fact, an enemy of civilization itself!
But you know, that slightly lower proof does make a difference. Last year, I was checking out some of the new flavored "rums" and "vodkas". (I know, I know, they're for girls, but I feel I should know something about a product so that I can more effectively curse, damn and denounce it.)
Those concoctions are generally 70 proof, while the regular run- and vodka-flavored libations bear a proof of 80. I've noticed that if I want to go on an all-out bender, it takes a LOT more of the "girl drink drunk" flavored spirits to get me to the same level of alcoholic bliss than the more manly straight variety.
LOL! Don't give them any ideas!
TEETOTALITARIANS!
Unbelievable. I guess I will have to pony up for the specialty bottles as I won't be buying the 80 proof.
Dave Racicot? Holy crap! I know that guy!
AMEN! See my post, number 65
I haven't siped JD in quite some time. If I want something better than EW, I usually get Jim Beam. I've never tried MM, It's twice the price of Evan Williams, but some day I will get me some.
One of my college buddies lives in Frankfort KY, and I visited him last Oct. We went on a tour of the Buffalo Trace Distillery. It was a religious experience, let me tell you. I purchased a bottle for $19.00 This is one great burbon!
It's the latest thing! Very popular nowadays. <g>
>> 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)
LOL!
I know. Specially at the Bada Bing.
Well at least they can't charge anybody DUI while surfing on the Internet...
Jack Light
Huh??
Blame Canada one of my mother's friends brings back some vile brew when visiting her daughter that purports to be whiskey but has fewer calories. Tried it once, never again.
You must be drinking Jeigermeister
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