At a Glance
- CBS News denies that a “Whiskey Fridays with Tony Dokoupil” segment is in development
- Photos of a bar-themed set bearing a Jack Daniel’s logo circulated online
- Jack Daniel’s parent company Brown-Forman says it has no involvement
- Why it matters: Confusion highlights scrutiny of CBS’s recent editorial changes
CBS News is battling rumors that its flagship evening broadcast is preparing a whiskey-sponsored segment, calling the viral concept “not a real story.”
The Rumor
On Jan. 13, Zeteo News journalist Prem Thakker posted that CBS Evening News was testing a bar-style set for a would-be feature called “Whiskey Fridays with Tony Dokoupil.”
- Thakker wrote on X that “some staff were only first made aware of it as they encountered CBS testing set designs of a faux-stocked bar in the newsroom, featuring a large sponsor banner for Jack Daniels.”
- He later shared photos showing anchor-desk walls papered to resemble a neighborhood bar
- The images fueled speculation that CBS might pair its new anchor with alcohol branding
Brands Respond
Both CBS and Brown-Forman quickly distanced themselves from the concept.
A network spokesperson told News Of Los Angeles:
- “This is not a segment for broadcast”
- “This is not a real title”
- “This is not a real sponsor”
- “And this is not a real story”
Brown-Forman, owner of Jack Daniel’s, told independent journalist Dave Infante:
- “Jack Daniel’s is not involved in any such segment”
- The company has “no awareness” of the segment or any possible partnership
Network’s Explanation
CBS says the bar-themed set was an internal mockup, not a broadcast element.
“This is simply an experimental mockup the graphics team created with placeholder text for a potential non-televised, in-person private event,” the spokesperson told News Of Los Angeles.
The clarification came during Dokoupil’s second week anchoring the historic broadcast.
Early Growing Pains
Dokoupil’s first week included high-profile interviews but also headline-grabbing errors.
- He interviewed President Donald Trump at a Ford factory on Jan. 13, 2026
- Other guests included Defense Secretary Pete Hegseth, border czar Tom Homan and an ICE official
- On day one he mis-introduced a story, announcing Minnesota Gov. Tim Walz while an image of Arizona Sen. Mark Kelly appeared on screen
- He later aired a segment saluting Florida-born Secretary of State Marco Rubio, closing with “Marco Rubio, we salute you. You’re the ultimate Florida man”
Nielsen ratings for Dokoupil’s first five broadcasts showed a 23 percent year-over-year decline compared with the final week of former anchor Norah O’Donnell.
CBS Evening News continues to trail Tom Llamas’ NBC Nightly News and David Muir’s ABC World News Tonight.
Editorial Scrutiny
The whiskey rumors emerged amid scrutiny of editorial changes under new leadership.
- The Free Press founder Bari Weiss recently became editor-in-chief of CBS News
- In promotional material the network listed among its five core values: “We love America. And we make no apologies for saying so”
Key Takeaways
- CBS confirms no “Whiskey Fridays” segment exists and Jack Daniel’s is not a sponsor
- Viral photos were of an internal mockup for a possible private event
- Dokoupil’s first week saw a 23% ratings dip and several on-air stumbles
- Network continues to rank third behind NBC and ABC nightly newscasts
