I saw the new bottles at a Walgreen's in downtown Chicago this morning. Very curious alteration to the label: the side of the label used to say "Fully Matured" and below that, the words "Ninety Proof" were spelled out. Now it says "Fully Matured", and below that it says "Alcohol 42% by volume". Nowhere does it say 84 proof that I could find. The cynical mind might be inclined to believe they're trying to hide or mask the change to the casual shopper who perhaps does not receive Ambassador emails, or read online articles, or newspapers, or anything. :rolleyes:
What they don't know won't hurt 'em, I suppose.
Who will give the first direct taste test? (Perhaps blind tasting?).
I'll volunteer to offer a second opinion if someone else is pouring.
I was out today, at a local grocery store, smallish place with overpriced booze and saw the new label. I can't think the turnover rate on their stock is particularly fast but they had the new stuff.
I think Beam timed the roll-out to be well under way before any peep of the proof drop was uttered.
The whole thing just fu$#& sucks and blows.