Drunkards of the World, Unite!
September 28th, 2004




Thanks to Frank Kelly Rich of Modern Drunkard Magazine for pointing out that, once again, the folks at Jack Daniel’s have lowered the proof of their whiskey from 86 proof to 80 (40 percent alcohol). Keep in mind, the original drink was served at 90 proof. JD’s company, the Brown-Forman corporation, sent Rich this email response:

The main reason we lowered the proof is because we’ve noticed in recent years folks tend to prefer lower-proof products, and this includes most of our friends who enjoy our Tennessee Whiskey. This has not hurt sales of Jack Daniel’s.

Fellow “drunkard” Chris Sharp, who brought this proof-lowering scheme to Modern Drunkard‘s attention, has now launched a petition asking Brown-Forman to return Jack Daniels to its rightful strength. More power to him.

  1. miklos rosza September 29, 2004 at 12:31 pm

    Jack Daniels was Andy Warhol’s favorite drink. He said it made him feel confident. He was brand loyal.

    2. REPLY

  2. David Skinner September 29, 2004 at 12:54 pm

    Vic, There are meetings for people like you. –DS

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