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).

The Old Label of Jack Daniels
The New Label of Jack Daniels


The different Jack Daniels Bottles Since 1890

via WSJ