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Jack Daniels watering the whiskey

Oct. 5, 2004 at 1:15 PM   |   Comments

LOUISVILLE, Ky., Oct. 5 (UPI) -- Bourbon drinkers are upset by Brown-Forman Corp.'s decision to lower the alcohol content of its famous Jack Daniels Tennessee whiskey from 86 proof to 80 proof.

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.

Topics: Frank Rich
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