Editing Jack Daniel's (section)

=== 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.