The latest Jack Daniel's Whisky advert, now plastered over hoardings in hundreds of underground stations, features an unappealing black-and-white photo of some maple charcoal.

The caption underneath admits that the photo is boring, but uses it to emphasise that one of the distinctive features of Jack Daniel's Whisky is that all of its whisky is poured through 10 feet of maple charcoal before being bottled.

It's just amazing how supposedly modern and up-to-date marketing men [and women - sorry, forgot] can miss the point that most Britons who might drink Jack Daniels have been metric-educated and probably the yuppies with most money to spend on whisky have no idea what a 'foot ' is any more.

I predict their marketing campaign will be a dismal failure. If only they'd said: "Three metres of maple charcoal"

Tony: "Three metres of maple charcoal"

Makes more sense to me, though.

That's because you've programmed yourself that way, Conrad. If you'd just bring yourself up naturally, socially and within peer groups you will be totally comfortable with 10'.

P.S. I am proud to say that Jack Daniels is British. How many people here knew that?

SteveH: "I am proud to say that Jack Daniels is British. How many people here knew that?"

That's not true, Stevie. The company was founded in Lynchburg, Tennesse, in 1866. As far as I know Tennessee is still an American state...

Founded maybe.

But *today* it is a British owned company

Which British company ?

Think "black stuff with white head".....

"That's because you've programmed yourself that way, Conrad. If you'd just bring yourself up naturally, socially and within peer groups you will be totally comfortable with 10'."

The metric understanding of metriphiles is part of us, a fact which you seem unable to grasp.

The prevailing situation is that a majority of people in the UK are more familiar with imperial measurements. This is the majority; it does not mean that a minority should be considered 'brainwashed' or 'programmed' in accordance with some dogma.

I agree.

However, if you accept the fact that the majority of people in this country are more comfortable with Imperial measures, why is there any need to have them forcibly removed by the government?

I've looked it up Steveh: Jack Daniel's is owned by the *American* Brown-Forman Corporation.

http://www.brown-forman.com/products/jack_daniels.htm

As I thought: all-American... smirk...

indeed jack daniels had a british distributor

i was wrong, it happens.

note that I said I was wrong? Rather than leave the thread dangling?

[smirk of honesty whilst looking about me in cyberspace]

I prefer the bottle with the label "From the banks of the Mississippi." It certainly goes down well on a miserable wet and cold night such as tonight! ;)