Name:   MAJ USA RET - Subject:   Tennessee Whiskey Date:   3/18/2014 10:53:27 AM

Ummm… this article reminded me that the Jack Daniels bottle does have the subtitle “Old Time Tennessee Whisky.” I suspect that those (esp. British owned distillers of George Dickel) who promote cheaper whiskey, want to sell cheaper whiskey with the subtitle “Tennessee Whiskey” to people who buy any old cheap whiskey.

For some reason, I don’t see this as a threat to Jack Daniels. If it really requires Lem Motlow’s successor Brown-Forman’s attention they can subtitle the subtitle “made the old way since 1866.” Folks who sip Jack Daniels Old No 7 are aficionados of Jack Daniels… except for those who mix it with anything other than ice cubes (e.g. Coke). Under those circumstances, Jack Daniels tastes just like George Dickel… or Old Forrester (usw).

The whole thing is laughable because Jack Daniels is bourbon… but Jack can’t say THAT because the law says bourbon must be made in Kentucky (under Japanese ownership in some instances).

If you recall… recently Maker’s Mark quietly diluted their signature (Kentucky) bourbon… so they could make more… but sell it at the same price. That would place Maker’s Mark in the same class as Jim Beam… which warrants mixing it with Coke. The true devotees of Maker’s Mark caught this attempt at under-the-radar recipe manipulation… and protested loudly that Maker’s Mark should sell good bourbon at a higher price. Maker’s Mark correctly discerned their loyal clientele eyeing the exit sign. Maker’s Mark has gone back to distilling fine bourbon the old way… with a higher price tag. Maker’s Mark drinkers would have jumped ship to Wild Turkey 101.

My thesis: Brown-Foreman should shrug their collective shoulders… and say, “Whatever.”

(PS: Have visited Jack Daniels... bought my square inch of Tennessee... and a square, etched tumbler... into which I cover exactly three ice cubes... with Maker's Mark.)