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Hidden Meanings of 12 Brand's Favorite Numbers

Jack Daniel's Old No. 7

It's one of the most-often-asked questions about the well-known Whiskey: Why did Jack Daniel name his product "Old No. 7"? Unfortunately, no one really knows, and the theories are many. But according to "Whiskey Business: The Many Myths of Jack Daniels", the most reasonable explanation may be the one offered by Jack Daniel biographer Peter Krass. He explains: Jack was originally assigned a district tax assessment number of 7. But when the IRS consolidated districts within Tennessee, they arbitrarily assigned him the number 16. Jack didn't want to confuse his loyal consumers and he certainly didn't want to bend to the government, so he began labeling his bottles "Old No. 7."

(Photo: AP)

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