They have gone the other way in the past, the black label Japanese export expression was 95 proof with a richer, bolder taste profile, now discontinued. Apparently it's been determined the way they're going now is the most profitable.
How bout this solution MM/Beam?: Take all of the special wax iterations that you put out every year, that never even get opened, and fill them with caramel colored water. Therefore, your "Rabid Fans" won't be impacted at all. They'll never know the difference. :rolleyes: Save the real whiskey for the regular bottles that plain folks like me buy and drink all the time. Or maybe, I've been wrong all of these years....
I'll try it. I'll determine for myself if I'll continue to buy it. But, as a loyal Maker's whiskey drinker, I am extremely disappointed in this move. I have been longing and hoping for moves in the other direction...
Is the new 84 proof MM be using pink wax instead of red?
No, they're changing out the hand-dipped wax for a plastic shrink-wrap capsule with red wax printed on it, that can be applied by a machine. But that's the last change, honest.
Big boy pants here. Maker's Mark is a major and mature brand, even though it's growing. It won't be growing for long if they can't supply it, and the 'badge' that is Maker's Mark to the Maker's Mark consumer, doesn't hinge on proof. The Daniel's proof cut dragged on because they never went big with it, so people were discovering it for a year. Now is a different time, media-wise, too. This will flame up over the next week or so and then it will be over.
And they still won't have built the third distillery that could have averted or, at least, postponed this.
Which, to me, is the mystery, making me wonder if they think Maker's has peaked. There has never been a million-case high end bourbon before. Could they be afraid of flying too close to the sun?
None of this gets my bowels in an uproar. I will put a few bottles of the original proofers in the bunker and forget about them. Come to think of it, however, now the bottle wax freaks will think their bottles are REALLY special. Ha!