Editing Jack Daniel's (section)

== Recent history ==
=== Lowering to 80 proof ===
[[File:Jack-Daniels-1908-ad.jpg|right|upright|thumb|An ad for Old No. 7 from a 1908 edition of ''The Nashville Globe'']]

Until 1987, Jack Daniel's black label was historically produced at 90 U.S. [[Alcohol proof|proof]] (45% [[alcohol by volume]]).<ref>{{cite news|url=https://www.usatoday.com/money/industries/food/2004-09-29-jack-daniels_x.htm|title=Drinkers object to Jack Daniel's watering whiskey down|work=USA Today|date=September 29, 2004|access-date=March 9, 2012}}</ref> The lower-end green label product was 80 proof. However, starting in 1987, the other label variations also were reduced in proof. This began with black label being initially reduced to 86 proof. Both the black and green label expressions are made from the same ingredients; the difference is determined by professional tasters, who decide which of the batches would be sold under the "premium" black label, with the rest being sold as "standard" green label.

A further dilution began in 2002 when all generally available Jack Daniel's products were reduced to 80 proof, thus further lowering [[production cost]]s and [[excise tax]]es.<ref name=Drunkard /><ref name=AdAge>[http://adage.com/article/news/weaker-jack-daniel-s-spirits-strongman/103213/ "Weaker Jack Daniel's Becomes Spirits Strongman"], ''[[Advertising Age]]'', May 16, 2005.</ref> This reduction in alcohol content, which was done without any announcement, publicity or change of logo or packaging,<ref name=AdAge /> was noticed and condemned by ''[[Modern Drunkard Magazine]]'', and the magazine formed a [[petition]] drive for drinkers who disagreed with the change.<ref name=Drunkard /> The company countered that it believed consumers preferred lower-proof products, and said that the change had not hurt the sales of the brand.<ref name=Drunkard /><ref name=AdAge /> The petition effort garnered some publicity and collected more than 13,000 signatures, but the company held firm with its decision.<ref name=Drunkard>[http://drunkard.com/archive/editors_archive/jack_news_front.html "A Legacy Betrayed"] {{webarchive|url=https://web.archive.org/web/20160120171845/http://drunkard.com/archive/editors_archive/jack_news_front.html |date=January 20, 2016 }}, Modern Drunkard Magazine, 2002.</ref> A few years later, ''[[Advertising Age]]'' said in 2005 that "virtually no one noticed" the change, and confirmed that sales of the brand had actually increased since the dilution began.<ref name=AdAge />

Jack Daniel's has also produced higher-proof special releases and premium-brand expressions at times. A one-time limited run of 96 proof, the highest proof Jack Daniel's had ever bottled at that time, was bottled for the 1996 Tennessee Bicentennial in a decorative bicentennial bottle. The distillery debuted its 94 proof "Jack Daniel's Single Barrel" in February 1997. The Silver Select Single Barrel was formerly the company's highest proof at 100, but is available only in [[duty-free shops]]. Now, there are '[[Single barrel whiskey|single barrel]] barrel proof' editions, ranging from 125 to 140 proof.

=== Sales and brand value status ===
Jack Daniel's Black Label Tennessee Whiskey is the best-selling whiskey in the world<ref>{{cite magazine|url=https://www.theatlantic.com/business/archive/2012/01/jack-daniels-secret-the-history-of-the-worlds-most-famous-whiskey/250966/|title=Jack Daniel's Secret: The History of the World's Most Famous Whiskey|magazine=[[The Atlantic]]|author=Stengel, Jim|access-date=March 26, 2012}}</ref> and remains the flagship product of Brown–Forman Corporation. In 2017 the product had sales of 12.9 million cases.<ref>{{cite web|url=https://www.thespiritsbusiness.com/2018/06/top-10-best-selling-world-whiskey-brands/11/|title=Top 10 best-selling world whisk(e)y brands|author=Owen Bellwood|date=June 26, 2018 |publisher=thespiritbusiness.com|access-date=April 23, 2023}}</ref> Underlying net sales for the Jack Daniel's brand grew by 3% (−1% on a reported basis).{{clarify|date=June 2018}} Other brand variations, such as Tennessee Honey, Gentleman Jack, and Tennessee Fire, added another 2.9 million cases to sales. Sales of an additional 800,000 equivalent cases in [[ready to drink]] (RTD) products brought the fiscal year total to more than 16.1 million equivalent adjusted cases for the entire Jack Daniel's family of brands.<ref name="Stronger">{{Cite web|url=https://www.businesswire.com/news/home/20170607005668/en/Brown-Forman-Reports-Fiscal-2017-Results-Expects-Stronger|title=Brown-Forman Reports Fiscal 2017 Results; Expects Stronger Trends to Continue in Fiscal 2018|date=June 7, 2017|website=Brown–Forman Corporation (official website) |access-date=May 17, 2018}}</ref>

Tennessee Honey and Tennessee Fire were also solid contributors to the total underlying net sales growth of 3% (flat on a reported basis) for the Jack Daniel's family of brands. They grew underlying net sales by 4% and 14% (3% and 18% on a reported basis), respectively. Premium brand Gentleman Jack grew underlying net sales mid-single digits, while the RTD/RTP segment increased underlying net sales by 6% (3% on a reported basis).<ref name="Stronger"/>

In the IWSR 2013 World Class Brands rankings of wine and spirits brands, Jack Daniel's was ranked third on the global level.<ref>{{cite news|url=http://www.business-standard.com/article/companies/diageo-tops-iwsr-s-brand-rankings-113090300683_1.html|title=Diageo tops IWSR's brand rankings|date=September 5, 2013|access-date=May 7, 2015|newspaper=Business Standard}}</ref> More recently, in 2017, it ranked at number 16 on the IWSR's Real 100 Spirits Brands Worldwide list.<ref>{{Cite web|url=https://www.just-drinks.com/analysis/the-iwsr-real-100-spirits-brands-worldwide-the-facts_id123433.aspx|title=The IWSR Real 100 Spirits Brands Worldwide – The Facts|date=June 27, 2017|website=just-drinks.com|access-date=May 17, 2018|archive-date=May 17, 2018|archive-url=https://web.archive.org/web/20180517223903/https://www.just-drinks.com/analysis/the-iwsr-real-100-spirits-brands-worldwide-the-facts_id123433.aspx|url-status=dead}}</ref> Additionally, the brand evaluation consultancy ''Intangible Business'' ranked Jack Daniel's fourth on its Power 100 Spirits and Wine list in both 2014 and 2015.<ref>{{cite web|url=http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=136&year=805|title=The Power 100 Spirits & Wine|date=2014|website=RankingTheBrands|publisher=Intangible Business|access-date=May 7, 2015}}</ref><ref>{{Cite web|url=https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=136&year=949|title=The Power 100 Spirits & Wine {{!}} 2015|website=rankingthebrands.com|access-date=May 17, 2018}}</ref>

=== Sponsorships ===
[[File:Holden VE Commodore of Todd Kelly.jpg|thumb|[[Kelly Racing]] [[Holden Commodore VE]] of [[Todd Kelly]] at the [[2010 Clipsal 500 Adelaide]]]]
From 2006 until 2015, Jack Daniel's sponsored [[V8 Supercar]] teams [[Perkins Engineering]] and [[Kelly Racing]].<ref>[http://www.speedcafe.com/2015/11/25/jack-daniels-set-to-exit-v8-supercars/ Jack Daniel's set to exit V8 Supercars] Speedcafe November 25, 2015</ref> Jack Daniel's also sponsored the [[Richard Childress Racing]] 07 car (numbered after the "Old No. 7") in the [[NASCAR]] [[Sprint Cup Series]] from 2005 to 2009, beginning with driver [[Dave Blaney]] and soon moving to [[Clint Bowyer]].<ref>"Jack Daniel's will end NASCAR sponsorship; Company backed a team for 5 years". The Tennessean, September 22, 2009.</ref> Jack Daniel's also sponsors [[Zac Brown Band]]'s tours.

In September 2022, Jack Daniel's signed a multi-year partnership deal with [[McLaren]] starting from the 2023 season onwards.<ref>{{Cite web |last=Flicker |first=Jonah |date=2022-09-14 |title=Jack Daniel's Will Sponsor McLaren's Formula 1 Team Next Year |url=https://robbreport.com/food-drink/spirits/jack-daniels-partners-mclaren-formula-1234748116/ |access-date= |website=Robb Report |language=en-US}}</ref> As part of the partnership, Jack Daniel's released a McLaren Racing limited edition of the Old No. 7 which paid tribute to the founders of both companies – Jack Daniel and [[Bruce McLaren]].<ref>{{Cite web |last=Flicker |first=Jonah |date=2023-04-27 |title=Jack Daniel's and McLaren's F1 Team Tease Their First Limited Edition Whiskey Collab |url=https://robbreport.com/food-drink/spirits/jack-daniels-mclaren-racing-tennessee-whiskey-limited-edition-bottle-1234836324/ |access-date=2023-05-05 |website=Robb Report |language=en-US}}</ref> For the [[2023 Las Vegas Grand Prix]], McLaren raced a special Jack Daniel's branded livery with a Jack Daniel's collage highlighted across both cars' rear sidepod and engine cover.<ref>{{Cite magazine |last=Jogia |first=Saajan |date=2023-11-16 |title=F1 News: McLaren Adds The Jack Daniel's Touch On Its Cars For The Las Vegas GP |url=https://www.si.com/fannation/racing/f1briefings/news/f1-news-mclaren-adds-the-jack-daniels-touch-on-its-cars-for-the-las-vegas-gp-sj4 |access-date=2023-11-20 |magazine=[[Sports Illustrated]] |language=en}}</ref>

=== Master distillers ===
Former Master Distillers include [[Nathan "Nearest" Green]] (1875–81),<ref>{{cite web|url=https://www.jackdaniels.com/vault/how-jack-daniel-came-make-whiskey| title=Nearest Green: Jack Daniel's First Master Distiller | date=May 25, 2017 }}</ref> Jess Motlow (1911–41), Lem Tolley (1941–64), Jess Gamble (1964–66), and Frank Bobo (1966–92).<ref>{{cite web|url=https://www.jackdaniels.com/our-story|title=The story of Jack Daniel's|date=May 25, 2017}}</ref>

[[Jimmy Bedford]] held the position for 20 years.<ref name="NYTObit">{{cite news|last=Hevesi|first=Dennis|url=https://www.nytimes.com/2009/08/11/business/11bedford.html|title=Jimmy Bedford, Guardian of Jack Daniel's, Dies at 69|work=The New York Times|date=August 10, 2009|access-date=August 11, 2009}}</ref> Bedford retired in mid-2008 after being the subject of a $3.5 million sexual harassment lawsuit against the company that ended in an out-of-court settlement, and he died on August 7, 2009, after suffering a heart attack at his home in Lynchburg.<ref name="NYTObit"/><ref>{{cite web|url=http://www.wrcbtv.com/Global/story.asp?S=10869064 |title=Former Jack Daniel's master distiller dies at 69 |publisher=[[WRCB]] |date=August 7, 2009 |access-date=August 11, 2009 }}{{dead link|date=June 2016|bot=medic}}{{cbignore|bot=medic}}</ref>

[[Jeff Arnett]], a company employee since 2001, became Master Distiller in 2008. On September 3, 2020, Arnett announced that he was stepping down from the company.<ref>{{Cite web|date=September 3, 2020|title=Jack Daniel's master distiller stepping down after 12 years|url=https://apnews.com/article/48243bbc19c22a241d345ff4750cefa4|access-date=April 21, 2021|website=AP NEWS}}</ref> On April 20, 2021, he announced that he and partners were opening Company Distilling, a new whiskey distillery, near the Great Smokey Mountains.<ref>{{Cite web|title=Ex-Jack Daniel's distiller to make new whiskey in Tennessee|url=https://apnews.com/article/travel-lifestyle-business-tennessee-a5b101b706d11136a69e14f4dd1386ab|access-date=April 21, 2021|website=AP NEWS|date=April 20, 2021}}</ref>

Chris Fletcher became the 8th Master Distiller in 2020 after serving as Assistant Master Distiller for six years prior. Fletcher is the grandson of former Master Distiller, Frank Bobo.<ref>{{cite press release|url=https://www.jackdaniels.com/en-us/vault/chris-fletcher-master-distiller-press-release/|title=Chris Fletcher: Jack Daniel's New Master Distiller|date=October 7, 2020|publisher=Jack Daniel's}}</ref>

=== Tennessee Squires ===
A Tennessee Squire is a member of the Tennessee Squire Association, which was formed in 1956 to honor special friends of the Jack Daniel's distillery.<ref>{{cite web|url=http://www.jdcollectorspage.com/TSAssociation.html|title=The Jack Daniel's Tennessee Squire Association|author=JeePee}}{{self-published inline|date=March 2022}}</ref> Many prominent business and entertainment professionals are included among the membership, which is obtained only through recommendation of a current member. Squires receive a wallet card and deed certificate proclaiming them as "owner" of an unrecorded plot of land at the distillery and an honorary citizen of [[Moore County, Tennessee|Moore County]], Tennessee.<ref>{{Cite web|url=https://www.tennesseesquires.com/login|title=Tennessee Squires Association}}</ref>{{primary source inline|date=March 2022}}