Old No. 7 isn't quite what it used to be

[moribundman]

News Item (1988): Jack Daniel's lowers the proof of its whiskey from 90 proof to 86 proof after studying consumer preferences.

News Item (2004): Jack Daniel's lowers the proof of its whiskey from 86 proof to 80 proof after studying consumer preferences.

Next: Jack Daniel's launches nationwide education and awareness campaign to help consumers understand that there is such a thing as whiskey taken with a splash of water

 

[GROUCHO MARX]

I think it has more to do with taxes. The higher proof, the higher fed tax, the higher cost passed onto consumer. It makes for a competitive disadvantage.