It may be a part of the brand now, but initially, Jasper Newton “Jack” Daniel chose the iconic square shaped bottle not for marketing but for transportation reasons.
Jack Daniel’s whiskey was initially sold in round, custom-embossed bottles, pretty much like the majority of the bottles all other whiskey producers use. But in 1895, when a local salesman showed Jack a prototype square bottle, Jack decided to adopt the new shape since it prevented the bottles from rolling when stuck in a truck.
Of course, as time went by, the square bottle became a signature for the famous Tennessee whiskey and it’s now a part of what defines the Jack Daniel’s brand.
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Photo: Caitlin Regan / Flickr
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