MM Proof Change

Attachment 14779

Makers Mark posted this on their facebook site today
Steffen

And they just posted a statement that they're reversing the decision, and resuming production of 90 proof.

I wonder if any of this was planned from the beginning. Do you think they really listened to the consumer or just used this all as publicity? It would be brilliant if it was all for the publicity. Brilliant.

This is extraordinary. Did anyone buy a 42% ABV version? Fastest dusty I ever heard of!

Gary

Regardless, of the hows, whys, and what-not, I salute MM for this move. Maybe, they do hear us?

Fully agree Joe.

Gary

Ha! Saw the 84 proof at a Binny's this morn. Now I have to pick up one of those collectibles!

New Coke, New Coke, New Coke.

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Originally Posted by ChainWhip

I think it'd be funny if MM suddenly reversed course and collectors/flippers started buying all the MM-Lite off the shelves to sell on CL as "collectors items" (at heavily elevated prices of course).

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Quote:

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Originally Posted by stevegoz

Ha! Saw the 84 proof at a Binny's this morn. Now I have to pick up one of those collectibles!

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C'mon... I should at least get a gold star!

*grin*

Quote:

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Originally Posted by smokinjoe

Regardless, of the hows, whys, and what-not, I salute MM for this move. Maybe, they do hear us?

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All joking aside, this is encouraging news. I do still hope for a premium product from them (higher proof/older age statement/BiB/etc) though.

Mediocre Mark reversed course, huh? For those that enjoy the 90 proof version, you got lucky - once Beam got used to the quick-hit profit boost the watered-down version would have generated, the 90 proof version would have never come back.