Critics say the lower alcohol content of the legendary "Old No. 7 Brand Black Label" sour mash sippin' whiskey amounts to the Lynchville, Tenn., manufacturer watering the booze.
An Internet publication called Modern Drunkard Magazine was outraged that Brown-Forman cut the alcohol content of Jack Daniel's from 43 percent to a less-potent 40 percent in February and began gathering signatures on an online petition to protest, the Louisville Courier-Journal said.
"You can't screw with a legend like that and get away with it," Modern Drunkard Magazine editor Frank Rich said.
A spokesman for Brown-Foreman said the 80 proof Jack Daniels sold better than the more-potent 86 proof bourbon in test marketing last year.