Jack Daniels lowers alcohol content of Old #7 Black Label from 86 to 80 proof

(Nashville, Tennessee-AP) Sept. 30, 2004 - One connoisseur says he's sure that Jack Daniels "is spinning in his grave."

That follows word that the famous "sippin' whiskey" has lowered the alcohol content of its Old Number Seven Black Label.

The whiskey now registers 80 proof, instead of 86, and some drinkers feel betrayed. Modern Drunkard magazine editor Frank Kelly Rich says the company cannot get away with messing with a legend.

The company says most customers prefer the less potent mix, but there are still higher-kick specialty versions on the market.

Some critics allege the company is trying to save money by watering down the whiskey. An online petition asking the company to switch back has gathered about 700 signatures.

posted 2:03pm by Chris Rees