Jack Daniels is known to be the gentleman's whiskey. The white label 1907 brand has been brewed for those yet to develop the powerful taste Jack is known for. This is how we introduced a lighter version of Jack to a younger audience.
 
 
“JACK THE WINGMAN”
You’re invited to a party...asked to bring something along. As usual, you’re on the fence about what to do. After all, you need to stand out to get her attention. Don’t stress. Jack is here to help.
Jack believes in much more than good times...he believes in great ones. And when the great times begin on the other side of the fence, Jack Daniel’s 1907 gets the party started.
Jack already knows you’ll get the kiss. 
 
 
“JACK TO THE 1907th DEGREE”
New Jack Daniel’s 1907 brings vibrant energy to the party. Taking enjoyment to a new level is what this brand is all about, and this simple iconic image drives the idea home. This is Jack to the 1907th degree. 
 
 
“PARTY ALL LIGHT LONG”
Modern typography and bold, brilliant color lighten up the image of Jack as we know him. A concert-style poster layout alludes to music and good times. Juxtaposed with this contemporary background, Jack seems very hip... but wasn’t he always? 
 
 
“BREAK THE BOUNDRIES OF CONVENTION”
More than liquid gold, the new lighter version of Jack Daniel’s embodies the familiar flavor of its older sibling, with the exception of it having an explosive more youthful energy. From Jack’s world-recognizable, uniquely shaped glass container — lighter notes, and great times can’t help but burst out. 
 
 
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