The modern new look will retain aspects of the existing design but will offer even greater stand out on the back bar display. The new look Jack Daniel’s Single Barrel bottles are now available to the on trade.

The newly refined bottle takes its cues from a classic decanter with a thick glass base and square shoulders.

Susie Modhawadia, Jack Daniel’s brand manager, said: “We are really excited about the new look for Jack Daniel’s Single Barrel. The updated packaging reflects the brand’s unique nature while recognising the authenticity and masculinity of Jack Daniel’s. The label design improves visibility, making it easier to identify behind the bar, and better communicates the status of the brand. We’re confident that the eye-catching new designs will be well received by existing consumers as well as attracting new ones. We would encourage publicans and bar owners to stock up in anticipation of increased demand particularly before Christmas and in order to maximise the profit opportunity.”

Each bottle is hand-labeled with its rick, barrel number and individual bottling date.