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Jack Daniel's Alters Old No. 7 Label and Bottle Design


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Jack Daniel's Alters Old No. 7 Label and Bottle Design

In a move that will accent the bottle's square shoulders, the Jack Daniel Distillery is making changes to its Old No. 7 Tennessee Whiskey bottle and label.

The company aims to accentuate the bottle's shape by simplifying both its front and side labeling, leaving the product itself unchanged. The new bottle and labeling should be available on shelves by July.

"Mr. Jack Daniel was proud of the craftsmanship and care that went into his whiskey and wanted a bottle as unique as its smooth, mellow character," said John Hayes, senior vice president and managing director of Jack Daniel's, in a press release. "That's why in 1895, Jack made the decision to put his whiskey in a square bottle, unlike other whiskeys of his day. … The refinements today are meant to honor Mr. Jack's desire that his bottle reflect the distinctive character of the whiskey."

Jack Daniel originally sold his whiskey by the barrel, which he then moved to the jug. Eventually, he transferred his product to the iconic square bottle, which has seen many alterations over the course of the company's history. As the whiskey won awards, gold medals were added to the side labels, sayings were included and later removed as makers made more room for information.