Inside Hook reported on Monday that Jack Daniel’s unveiled a new size for its signature Old No. 7 whiskey. The bottle comes in a hefty 3-liter format, a size not unveiled since before Prohibition. The large bottle hosts a suggested price of $80.
The outlet reported that in January, the Alcohol and Tobacco Tax and Trade Bureau (TTB) approved both 3 and 3.7b Liter sizes in a selection of 15 new “standards of fill” for spirits vessels. Some might think given the grim current state of the market, it’s an odd choice to release such a huge format for the Brown-Forman-owned brand. Yet, actually, it makes quite a bit of sense.
The Spirits Business reported on Oct. 31 that inventories remain high in spite of a production slowdown, and the heavy-hitter distilling powerhouse based out of Indiana, MGP, experienced a sales slump of 29%. If Jack Daniel’s is experiencing a similar situation, there would be a lot of extra whiskey on hand — what better way to offload the extra product than to experiment with a large format in time for the holidays?
Inside Hook shared that the pricing was actually pretty fair, considering a 750 typically retails for $25 to $30.
“Old No. 7 Tennessee Whiskey has been at the heart of everything we make at the Jack Daniel’s Distillery since the days of Mr. Jack himself,” Master Distiller Chris Fletcher of Jack Daniel’s said, according to Inside Hook. “We hope this bold new take will help create timeless holiday memories that last long after the bottle is gone.”
On Oct. 27, Jack Daniel’s announced that it was dropping another hazmat-proof expression — and it wasn’t from Coy Hill. This whiskey was from another “hidden gem” location on the brand’s campus: Tanyard Hill. The rickhouse experiences extreme temperature fluctuations, and the brand credits the extreme weather for the whiskey’s hefty proof.
“We’re fortunate to have barrel houses at so many unique locations that produce deep, rich and complex whiskeys,” said Fletcher upon the 148.8 proof rye whiskey’s release. “Like Coy Hill before, Tanyard Hill has been one of the hidden gems for locals familiar with the distillery grounds. We’re now bringing more people into this secret and can’t wait to see what our friends think of this special Tennessee Rye Whiskey.”
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