My personal favorite week-night whiskey, Jack Daniels, is making some small changes to it’s label. They are removing a few words, which currently reads:
Jack Daniel’s Old Time, Old No. 7 Brand, Quality Tennessee Sour Mash Whiskey, Distilled and Bottled by Jack Daniel Distillery, Lem Motlow, Proprietor, Lynchburg (Pop. 361), Tenn. U.S.A., Est. & Reg. in 1866.
“We hope you understand why our label is a good deal wordier than most,” a video tells the 250,000 visitors who come every year to the source of what stakes the claim to being the world’s single biggest-selling whiskey. “It’s because we have more to say.”
This year’s changes will ‘refine’ the label, the distiller says, by removing words and making the white-on-black type crisper. You can go here to see the exact 6 or so changes from this article by the WSJ, or you can see below and try and pick out the subtle changes (the old is on top).