This is definately one for the books! (pun intended). Usually when a company, entity, or individual blatently copies another companies trademarked designs they can expect to recieve,in a number of ways, a cease-and-desist letter in legaleese, and not very pleasant. If the person being stolen from/copied is a small business this letter is very unpleasant to recieve, often including threats and what not.
This wasn't the case today with Jack Daniels. The letter this person recieved was so polite you could have read it to your kids at bed time! The pleasant demeanor and incredible understanding they showed was simply incredible and nothing like you'd expect.
They basically told the guy that although they were flattered and could understand the pop culture appeal of the brand, that they'd appreciate it if he'd change his cover art- ON THE NEXT PRINTING.
No, remove all copies from the shelves and pay us a royalty for stealing our art work thus popularity!