Jack Daniel's changes bottle, label

Original (left) vs. the newcomer

Fewer words, sharper corners, flat domestic sales. That's the story for Jack Daniel's Old No. 7 Tennessee whiskey.

The Lynchburg, TN, distiller is in the process of rolling out a new bottle shape and less-cluttered label for its iconic whiskey.  The change comes on the heels of a year of flat U.S. sales, although international sales did rise.

The old packaging had been around for a decade, although the square bottle had been in use since 1895 except for a brief post-World War II period when glass shortages led to use of round bottles. Inside, the whiskey remains the same.

The new bottles already have been delivered to Florida vendors, with New York State being added this week and nationwide rollout during the summer with overseas markets affected in the fall.

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