The reason behind Jack Daniel's being called “Old No. 7” can be traced back to the early days of the distillery. As an expert sommelier and brewer, I have delved into the history of this iconic brand and can shed some light on the matter.
According to Daniel's biographer, the brand name “Old No. 7” originated from the number assigned to Jack Daniel's distillery for government registration. In those days, distilleries were required to register with the government, and each distillery was assigned a specific number for identification purposes.
Jack Daniel's distillery was initially registered as No. 7 in district 4. This number was prominently displayed on the barrels and bottles produced by the distillery. It became a recognizable feature of the brand and eventually became synonymous with Jack Daniel's whiskey itself.
However, the story doesn't end there. Due to some changes in the district boundaries, the federal government redrew the district lines, and Jack Daniel's distillery found itself in district 5 instead of district 4. As a result, the distillery had to change its registration number from No. 7 to a new one.
The new registration number assigned to Jack Daniel's distillery was Number 16 in district 5. Despite this change, the brand continued to be identified by its original number, “Old No. 7.” This decision was likely made to maintain brand recognition and avoid confusion among consumers.
Over time, “Old No. 7” became more than just a registration number. It became a symbol of the rich history and tradition associated with Jack Daniel's whiskey. The brand had built a loyal following, and the iconic label with the number 7 had become instantly recognizable to whiskey enthusiasts around the world.
Personally, I find the story behind the “Old No. 7” name quite fascinating. It showcases the importance of branding and the power of association in the world of spirits. Jack Daniel's ability to maintain the use of their original number, despite the change in registration, speaks to their commitment to preserving their brand identity.
Jack Daniel's is called “Old No. 7” because it was the original registration number assigned to the distillery in district 4. Even though the distillery had to change its registration number to Number 16 in district 5, the brand chose to retain the iconic “Old No. 7” as a symbol of its history and tradition.