Jack Daniel’s Changes Its Label and Bottle

Jack Daniel’s Changes Its Label and Bottle

Heresy? The changes are bigger than you’d think. Here’s the press release, and a before & after photo. I have to say, I think JD fans are going to hate this — mainly over the new bottle design.

LYNCHBURG, Tenn., May 16, 2011 /PRNewswire/ — The Jack Daniel Distillery announced today that it is making minor refinements to the familiar Jack Daniel’s Old No. 7 bottle to accentuate the bottle’s square shoulders and also to simplify the front and side labels.

The company is quick to note that even though the bottle and label have been refined, the whiskey inside remains unchanged.  The bottle will begin shipping this month and will be on most 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, Managing Director Jack Daniel’s.  “That’s why in 1895, Jack made the decision to put his whiskey in a square bottle, unlike other whiskeys of his day.  He wanted to make sure his whiskey stood out.  The refinements today are meant to honor Mr. Jack’s desire that his bottle reflect the distinctive character of the whiskey.”

This is not the first time the Jack Daniel’s bottle and label have been updated.  The first refinements go back to Jack Daniel who originally sold his whiskey by the barrel.  He then moved from barrel to jug to the familiar square bottle.  Over the years, during Mr. Jack’s day and after, refinements were made to the bottle and label:  Gold medals were added to the side label as they were won; Lynchburg sayings were added and dropped; and, room was made for more information.  Over time, so many things were added that the label began to look more cluttered than it was under Mr. Jack’s watch, according to the distillery.

“We think Mr. Jack would be proud of the refinements and how they honor his wish that his Old No. 7 whiskey be as distinctive in the bottle as it is in taste,” said Hayes.

Christopher Null is the founder and editor in chief of Drinkhacker. A veteran writer and journalist, he also operates Null Media, a bespoke content creation company.


  1. JB on May 16, 2011 at 1:11 pm

    I don’t even like JD, and I hate this. I’m going to have to buy an old bottle now.

  2. trampus on May 16, 2011 at 7:21 pm

    Well, here’s the thing. Just about every generic bourbon on the shelf uses a bottle and label similar to the Jack Daniels one. The label is barely different but the bottle sure is. I think it’s kind of feminine looking. I’m sure enough people will cry to get it changed back, or they’ll just deal with it. I mean it isn’t that big of a deal.

    Oh wait, could this be a SIGN OF THE APOCALYPSE!! (LYPSe, LYPse, LYpse, Lypse, lypse…)

  3. Phil on May 16, 2011 at 7:55 pm

    The current bottle is a classic and I love it. Changing the label is ok with me, some of the label changes I don’t like, but it is not too bad. The bottle is a much different story, I hate the changes. Keep the old bottle and make the label changes, even though I don’t like the neck label change, the one now is much better. I hope a great firestorm arises from this and they change the bottle back.

  4. P Claxton on May 16, 2011 at 8:43 pm

    Change and Jack Daniel’s. Two things that DO NOT go together. The company is going to have to make a more convincing argument.

  5. z a v on May 16, 2011 at 11:01 pm

    i agree with the coment above Jack Daniel’s changing now would alomst kill what they stand for f*ckn good Whiskey and no change

  6. Moonshine on May 17, 2011 at 2:50 pm

    Too bad, understand that the marketing dudes had not too much too do at JD but changing the bottle is not going to boost sales, trust me… Curious about the concing arguments supporting the change.

    Never change a winning team..

    http://Www.stillcooker.com. Still Cookin’. :-)

  7. Ben on May 17, 2011 at 7:37 pm

    They could have made changes, but the edges below the neck are too sharp. It looks like the bottle has bad 80s shoulderpads.

  8. Chris on May 19, 2011 at 3:03 pm

    Just letting everyone know, they actually responded to an email I sent them yesterday. Here ya go.

    Hello Chris,

    Thank you for writing and letting us know what you think about the refinement to the Jack Daniel’s bottle. We are sorry to hear that you don’t like the refined bottle and label.

    It is our feeling that by better reflecting the quality and craftsmanship of the whiskey within, our bottle honors Mr. Jack’s mandate that “Every day we make it, we’ll make it the best we can.” We think Mr. Jack would be proud to see the way we’ve continued to revere the whiskey he made with such care.

    Please be assured that while the bottle has been refined to better reflect the quality of the Tennessee Whiskey within, the whiskey itself remains unchanged – it’s still made according to Mr. Jack Daniel’s recipe in the distillery he established; still crafted using the Cave Spring water that flows from the hollow; still mellowed drop by drop through 10 feet of hard sugar maple charcoal to give Jack Daniel’s its distinctive smooth character; and, still matured to taste in new, charred, white oak barrels.

    We are sorry that you don’t agree, but we thank you for taking time to let us know what you think about our bottle. Your opinion means a great deal to us, and we’re always glad to hear what our friends have to say – even when the comments are negative.

    Please feel free to drop us a line anytime. We’re always glad to hear from you.

    Your friends at Jack Daniel’s

  9. Stefan on May 20, 2011 at 7:10 am

    To me it just looks cheap and boring now. If they had meant to refine it, they should have gone for a heavier decanter style square bottle instead. Some things are better left as they were.

  10. Jon on June 11, 2011 at 1:08 am

    Not a fan of the change, but so long as it tastes the same, I’m alright with it.

  11. Jonathan Murray on June 22, 2011 at 6:13 pm

    The bottle now looks like a perfume bottle. Ok jack has a distinct aroma. And don’t even get me started on the honey jack. Jack Daniels an American institution forever

  12. Evelyn on June 22, 2011 at 10:06 pm

    I’ll speak up. I’m a fan of the change. The label is less busy, and more minimalist. I think it’s a move toward the southern gothic aesthetic that I feel Jack Daniel’s has at it’s heart.

  13. Jackand Coke on August 19, 2011 at 11:23 pm

    Looks like crap and let me tell you, the taste and buzz is garbage. Old time Jack man here and Lem Motlow is gone from the distillery. RIP Jack they ruined it bad.

  14. Doug on September 13, 2011 at 12:30 pm

    This is a stupid move.Those of us true Jack Daniels lovers do not like change. Whats next make the Old time #7 Tennessee whiskey in Russia????????????

  15. detty on September 16, 2011 at 5:53 am

    not a big fan of the change in the bottle or the label its just doesn’t feel right in my hands anymore. kinda like that awkward feeling when you know something just is not right. I miss the old jack bottle.

  16. Billy on October 19, 2011 at 6:32 pm

    The classic bottle gave the whiskey an old time feel and look which matched its earthy and robust tones. I like the old bottle. Don’t change what ain’t broke.

  17. UK D on November 26, 2011 at 7:03 pm

    I think they have made a mistake in changing the label. The new bottle is too angular and the old label was so distinctive it is what made Jack Daniels Jack Daniels! Now it just looks like a boring, modern, corporate label and has actually put me off buying it as it flicked a switch in my mind that made me realise “our friends” at Jack Daniels are just that: modern and corporate and simply trying to make money selling their product.

    I love the taste of Jack Daniels and fortunately can still get some of the old style bottles. If they insist on keeping the new label then I think I am going to switch to Jim Beam (as much as it pains me!).

    Bring back the old label… it is what we all know and love!

  18. Jesse on December 17, 2011 at 11:35 pm

    Long time Jack Daniels fan as it is the only liquor that does not leave me with a hangover what-so-ever; plus, it tastes better than any other whiskey in my opinion. With that, I must add that you should not change what has worked. It’s almost blasphemy. I suppose you just gave me a reason to hold on to an unopened old-school style bottle to sell to collectors thirty years from now. thank you.

  19. Whiskeyguy on January 27, 2012 at 2:19 am

    I have bought the new bottle and it really sucks , even the taste isn’t like b4 (very mellow and sweet )

  20. Jay Wong on April 27, 2012 at 3:13 am

    All of the above typical “fan” response……just goes to prove that what fan only does is hate this, hate that.

  21. Kenneth Rathburn on September 5, 2012 at 7:15 pm

    I like the way the bottle itself looks (sharp around the edges, it’s a little something different), but really don’t like the new label(s). It’s like a boring foreground and interesting background. I’d take the old bottle overall.

  22. ZB on January 20, 2013 at 11:37 am


    Jack Daniels – FAILED

    Ever since I’ve tasted the OLD bottled Jack Daniels I was hooked then. I’ve been drinking Jack Daniels over 3 years and never looked for another alternatives because it was already perfect to me. But when I tried the NEW bottle it doesn’t taste the same as before. Something new has been added and something old has been removed. That’s how I like to describe it. It just doesn’t taste right. I’m completely turned-off by the taste not the shape. The shape of the bottle doesn’t matter at all to me even it would be a heart shape or whatever as long as the old taste remains. That’s why I switched to Jim Beam Black. And whenever I see an old stock “old bottle” Jack Daniels from a liquor store I would buy as much as I can.

    “Don’t fix if not broken.”
    It has been tried and been successful for a long time, WHY CHANGE IT?

    Congratulations Jim Beam for not being stupid.

  23. randy on January 28, 2013 at 2:41 am

    I am a long time Jack Daniels fan. I consider myself an expert when it comes to the effect it has when a sip goes into my mouth. I am now in China and I found It here. I was very excited and made friends with the owner of the store. He gave me a discount price and I have been a regular at his store. the bottle I bought were dated 2010/11/4. My Friends bought a bottle from a different source. I saw that the bottle was different.. They suspected , it was fake. so they had me try it. I took a sip and it felt like a stranger in my mouth. I told them I was not sure the it was real jack. I went to my home and brought back the old bottle. We tested it together and said. their’s was fake. I now have in front of me the new bottle date 2012/03/06. The old one has sold out, Is it fake or is it different? It is difinity not the same. Thats my opinion. I think there needs to be further taste test. I dont care about the bottle! I like my old time old No. 7 brand! the new bottle says old No. 7 brand.

  24. mona on March 11, 2013 at 12:51 pm

    hello thank you for your blog i have a question i have bought 2 bottles of jack daniel`s the same as in the picture from someone not from a shop or somewhere could you please help me make sure that they are original ?
    i mean do they have special clue or something? pleeeeaaaaaasee

  25. Brandd2 on February 17, 2018 at 9:42 pm

    I actually like the new square bottle. It more elegant and classy to me… But I rather the old label

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