MM Proof Change

So much for the 'we like to hear from our friends' folksy approach.

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Originally Posted by ILLfarmboy

I'm inclined to the same opinion.

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.

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At least in matters of Bourbon, I wholly agree with Brad.

The title of this article seems to sum it up: Did Maker's Mark Commit Brand Suicide? I love the fact that Bill Samuels said you Maker's drinkers won't notice the difference.

I pick up my 2 bottles of "anniversary" whiskey that I picked out 6 years ago soon. This is a special bottling with your name on it to celebrate your whiskey being in the bottle. I e-mailed them and said that if they put 84 proof in those bottles, I did not want it.
Joe :usflag:

There appears to be a fair amount of hording of the 90. Total wine was down to about a dozen bottles. The manager said she expected to be out by days end. 17 cases sold in three days.

I was at MM yesterday, and the tour guide got asked (not by me) about the proof change. He stuck to the corporate line pretty well; no one can tell the difference, it was done for our loyal customers who wouldn't want a price change, it's because our brand is just so popular, etc. Like all the tour guides, he was about 80% accurate with his statements. He mis-interpreted what sour mashing meant, but was otherwise pretty well-educated. I get the feeling hte questions has been asked a lot this week.

And did you get to taste the 42?

^yes, but I don't drink MM enough to really be able to tell a difference when it's not side-by-side. We sampled the white dog, the new MM, and the 46. I tend to think they're right when the say people won't tell a difference, it's just that the 3% of people they're wrong about are their most loyal customers.

Tastes great! --> Less filling!

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Next thing they'll tell us lower alcohol is healthier.