The Reason Why Jack Daniel's Bottles Are Square

Jack Daniel's is a cheap whiskey that is surprisingly tasty. Yet more people may be familiar with the bottle's appearance than the whiskey's flavor. Before the brand name appeared on everything from whiskey bottles to high-end wristwatches, the recognizable square shape of Jack Daniel's was chosen by the distiller himself. The shape of the whiskey bottles was no accident, either. Jack Daniel personally chose the silhouette we've all come to know after his nephew suggested that the company bottle its own whiskey for better control of the final product.

A glass salesman presented various vessels to Daniel with the hopes that he'd eventually select one. The last bottle (so the story goes on the Jack Daniel's company site) was square-shaped and caught the attention of Daniel, who said, "A square bottle for a square shooter." The company released its first square bottle in 1895 with the words, "Old Time Distillery No. 7 Jack Daniel Distiller Lynchburg, Tenn." Approaching its 100th anniversary, Jack Daniel's released a replica edition for brand and whiskey enthusiasts in 1992. The choice of a square bottle was certainly a great way for Daniel to let people know which liquor was inside, but the bottle's signature shape also served as a way to tell good whiskeys apart from bad at the time.

In the late 1800s, whiskey boomed in popularity, thanks to the Industrial Revolution. Brands often sold their whiskey to shops in barrels or jugs, leaving shop owners to bottle it for individual customers. However, some poured less whiskey into bottles and instead added more water, brown sugar, or other ingredients — to offer less whiskey for the same amount of money. By bottling its own whiskey, Jack Daniel's greatly reduced the chances of this happening. When purchasing a square bottle of Jack Daniel's, customers knew what they were getting.

The Bottled-in-Bond Act of 1897 set strict regulations on bottling and whiskey contents. This new law meant that distillers were required to bottle at 100 proof and age whiskey for a minimum of four years. When water was added, it could only be pure. These new rules eliminated a lot of wiggle room for those who were shady in the whiskey industry. However, Jack Daniel's had already established itself as a trustworthy brand by this point and was ahead of the curve. 

This meaningful connection between customers and the Jack Daniel's label endures to this day. Packaging can create an emotional response in consumers that makes them more likely to purchase a product time and time again. For Jack Daniel's, the distinctive square bottle meant safe and high-quality whiskey, and now evokes nostalgia for many. The only thing to figure out is how to enjoy a glass of whiskey without feeling the burn.