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Jack Daniel's Master Distiller Has Choice Phrase For Competitors

  • MSNBC/AP, Monday, June 29, 2009 10:24 AM
Jeff Arnett, who has a degree in industrial engineering from the University of Alabama, is the master distiller at the 143-year-old Jack Daniel's Tennessee distillery, where part of his job involves tasting -- and spitting out -- Old No. 7. The former P&Ger can talk endlessly about Jack Daniel's and how to make it, but he's reluctant to use competitors' names. He calls them "SOBs" -- for "some other brands" -- instead.

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