Tennessee whiskey maker Jack Daniel’s takes its packaging very seriously—its unmistakable bottle and white-on-black label are recognized globally by consumers. The distiller is so protective of its trade dress that it spent a decade-long battle against a parody dog toy maker, with the case reaching the Supreme Court.
It makes sense then that Jack Daniel’s quietly rolled out a subtle, blink-and-you-miss-it update to its iconic packaging, which can best be described as a refinement of the classic stout and square-shaped bottle. The shoulders are rounder, and more details are added to the longer neck, such as a more ornate base.
