Jack Daniel’s waters down flagship whiskey

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 vs. 43 percent), and some drinkers feel betrayed.

“You can’t [mess] 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 say 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 Mr. Rich, who calls his magazine “the voice of the recreational drinker.”

Mr. 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, Mr. Brashears said.

“I can’t tell that 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 Mr. 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.”

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