Sal,

Nothing wrong with Jack. I keep a gentleman jack bottle stocked in my home bar. And you hit on the marketing part of the booze business. Jack probably had some research that said they could do numbers in a certain demo that Sinatra's name would reach. Throw Frank's estate a check, tweak the recipe, charge a premium. Bud light platinum is bud light ice rebranded because it only sold in the hood. They still have bud ice for the hood but rebranded the light to bud light platinum to get white folks to buy it. Demographics marketing