I spotted an interested, and somewhat unexpected, article in today’s Wall St. Journal about Jack Daniel’s and their plans to debut a new label to their classic whiskey.

Jack Daniel's new label

The new label looks similar, but features some lightened verbiage. The previous and admittedly wordy description went like this:

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.

The noted population of Lynchburg, which wasn’t 361 anyway, has been removed along with a few other bits and bobs. For more, check out the article.

While I have been known, from time to time, to get defensive of a heritage brand trying to modernise, I don’t mind this at all. I think adapting the wording of the packaging a perfectly suitable adaption for today’s modern consumer (who doesn’t read or give a fuck about history). The overall design is the same, the trademark typography remains, and the newly added icons are very much in the old-fashion style. Plus, it’s all so subtle that very few will notice — especially after a few shots.

Also, how often does the Journal use the word “rejigger” in an article title? Gotta love that.