Iconic American whiskey brand stuns with special release

With a history that dates back to the late 1800s, Jack Daniel’s is not only the quintessential American whiskey brand, it is also the best-selling whiskey in the world. Famous for its staple offering, Old No. 7, the brand has grown, experimented, and innovated over the last century and a half.

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The brand’s latest offering is both an homage to their history, as well as a nod to the modern-day craft they’ve perfected. The release of the Jack Daniel’s 10 Year is monumental, as it’s been over 100 years since the distillery released a whiskey of this age. Crafting a spirit of this age not only takes patience and skill, but also a keen eye toward detail.

The vision

Knowing that the package needed to be as premium and unique as this release, the team at Brown-Forman approached MCC with their challenging vision. Leveraging the existing iconic Jack Daniel’s label, the 10 Year design called for a premium textured uncoated paper, multiple high-end screen technologies, foil, embossing, and debossing. Also, special application circumstances were built into the design to make sure that the labels would flawlessly adhere to the premium bottle.

Working closely with MCC’s premier spirits-focused plant in Mason, Ohio, just a couple of hours away from the Brown-Forman headquarters, the development process, press checks, and interactions were seamless. In tandem with the technical team, MCC was able to execute the design beautifully.

Brown-Forman approached MCC with the challenge of bringing our latest ultra-premium Jack Daniel’s 10 Year design to life. From pre-production to final delivery, they collaborated superbly, executing every conceptualized detail with exactness and high quality.

Sam Gardner, Art Director, Global Brands, Brown-Forman