A further dilution began in 2002 when all generally available Jack Daniel's products were reduced to 80 proof, thus further lowering production costs and excise taxes. This reduction in alcohol content, which was done without any announcement, publicity or change of logo or packaging, was noticed and condemned by "Modern Drunkard Magazine", and the magazine formed a petition drive for drinkers who disagreed with the change. The company countered that they believed consumers preferred lower-proof products, and said that the change had not hurt the sales of the brand. The petition effort garnered some publicity and collected more than 13,000 signatures, but the company held firm with its decision. A few years later, "Advertising Age" said in 2005 that "virtually no one noticed" the change, and confirmed that sales of the brand had actually increased since the dilution began (though it does not suppose any causes for that increase).