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Brown-Forman to roll out new bottle for whisky brand

US-based Brown-Forman Corporation, the manufacturer of Jack Daniel's, plans to roll out a taller, slimmer bottle and simplified label for the whiskey made in rural Tennessee.

The new packaging for Jack Daniel’s Old No. 7 – Jack Daniel’s black label emphasises the bottle’s square shoulders and the labelling is less wordy in the new bottles that will spread to US stores by this summer.

Brown-Forman spokesman Phil Lynch said the new bottle has reached stores in Florida and is expected to spread to New York this week, while the new packaging will go nationwide this summer and reach overseas markets in the fall.

The new bottle comes after a year of flat US sales for the Jack Daniel’s brand, though international sales rose, the company said.

Jack Daniel’s is available in 135 countries and global sales totaled 9.94 million cases in 2010, compared with nearly 9.6 million cases the year before.