Anyone who has taken the time to read the label of a bottle of Jack Daniel’s Tennessee Whiskey has probably taken note of the population of Lynchburg, Tenn., the town where Jack Daniel’s is distilled: 361.
Well, its population hasn't been that number for decades, and Jack Daniel’s is replacing the folksy label with a new label that removes the population misinformation altogether and corrects a few other inaccurate details. For instance, the claim that Jack Daniel’s is the “Oldest Registered Distillery in the United States” is gone, as well as the citation of “Lem Motlow, Proprietor” — the Motlow family sold the distillery for $20 million in 1956 and it is owned by drinks giant Brown-Forman.
The new label even volunteers that Jack’s name was actually (gasp!) Jasper. But truth only goes so far. There seems little danger that your average biker is going to roll up to a bar and ask for a “shot of Jasper.”
Titanic Whiskey: Drinking, not Sinking
The Belfast Distillery Company is coming out with a whiskey commemorating the 100th anniversary of the launch of the Titanic. Naming a product after the most famous maritime disaster of all time may not seem to be a very savvy marketing move, but the company is playing up Belfast’s ties to the ship-building industry that produced the Titanic, as well as hearkening back to an era when Belfast produced nearly half of all the whiskey made in Ireland.
When Belfast Distillery Company opens a distillery in Belfast in the next 18 months, it will be the first whiskey distillery in the city since the last one closed 75 years ago. Belfast Distillery Company was formed in January of this year by Peter Lavery, a Belfast businessman who already owns the Danny Boy Premium Irish Whiskey brand.
Wild Turkey Introduces a New Bourbon to the Mix
Wild Turkey is coming out with a new bourbon along with new packaging in a campaign to get noticed in the U.S. market, where sales have been down in recent years. The new Wild Turkey 81 Kentucky Straight Bourbon Whiskey is an 81-proof replacement for an old 80-proof product. Crafted by Eddie Russell, son of Wild Turkey Master Distiller Jimmy Russell, the new bourbon is designed to work with mixers and in cocktails and is made of a blend of 6-, 7- and 8-year-old whiskies.
The brand’s new packaging features a cleaner label with the proof designation made more prominent, a label design that will also be shared by Wild Turkey Rye and Wild Turkey 101. The new product will be supported with a campaign across print, outdoor and digital, as well as social media.
John Walker & Sons Plans Whisky Fit for a Queen
The recent royal wedding of Prince William and Kate Middleton set off a flurry of alcohol product launches, especially in the beer segment, but the upcoming 60th anniversary of Queen Elizabeth II’s reign has inspired a limited-edition whisky with a truly royal price tag of £100,000.
According to Diageo, only 60 bottles of the Diamond Jubilee Blended Scotch Whisky by John Walker & Sons will be produced in February 2012, each in a crystal decanter with a silver collar and a half-carat hand-set diamond. The package will also include a pair of hand-engraved crystal glasses, a leather-bound, hand-embellished artefact book and a bespoke cabinet incorporating woods from the Queen’s Sandringham and Balmoral estates.
The Scotch itself is a blend of whiskies that have been maturing since 1952. The first bottle will be given to the Queen as a gift, while others will be offered for private sale by invitation only.