Jack Daniel’s Legacy No 7

Jack Daniel’s is known for being a well-crafted, smooth sippin’ Tennessee Whiskey. You don’t last for over 150 years if you’re not a quality product, after all. We’ve become known for something else along the way too: our iconic black and white label. But what people may not know is that the history of our label wasn’t always so black and white.

Jack Daniel’s is known for being a well-crafted, smooth sippin’ Tennessee Whiskey. You don’t last for over 150 years if you’re not a quality product, after all. We’ve become known for something else along the way too: our iconic black and white label. But what people may not know is that the history of our label wasn’t always so black and white.

Some time before 1904 our bottles were a rather unexpected shade of green with an eye-catching gold trim. And as unusual as that may seem, it’s just one of the many labels in Old No. 7’s past. You have to be patient to make whiskey, and it seems that Jack took his time landing on the tried-and-true black label we know today. This is the first in our series of Legacy Edition Bottles. Each label we release will celebrate the unique, slightly mysterious history of Old No. 7.