Customer Demend is Everything
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I have trouble buying the oft-used arguement that the proof of an existing bourbon was cut because of "customer demand".
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Bourbon drinkers could probably be put into a few broad catagories. First (of course), would be the enthusiasts (that'd be us). Most often drink bourbon straight. Don't might the higher proof (may actually prefer it) and in any case are savy enough to add water to dilute to what ever proof we want.
For whatever reason I don't think this bourbon has attracted many enthusiasts. Is it because there is too much competition? Perhaps. Most of the time it is mentioned on this board because of its great looking bottle, not because of its taste. Very few SBers seem that excited about it. It would seem that perhaps Bulleit needs to go after a different market segment.
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Originally Posted by jburlowski
Second would be the cocktail drinkers, who use bourbon in classic cocktails (e.g., manhattans, etc.) They may have a problem with the higher proof. If one attempts to lower the proof by altering the proportions of the drink the over-all flavor is often "off".
In fact, mass market consumers do have a problem with higher proof spirits. Studies show consumer demand is for lower proof sweeter spirits. Higher proof means more alcohol flavor in the cocktail, which would make the drink "off". Cocktail drinkers consume cocktails for the combined flavor of the ingredients not the strong taste of the spirit(s) used.
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Originally Posted by jburlowski
Third, the mixers, who buy bourbon to combine with Coke or some other "mixer". They don't really focus on the taste of the bourbon and if strength is an issue can always adjust the amount of mix.
True, but that would mean less bourbon and more Coke used in the mix. Good for Coke, bad for Bulleit. Overall customers are buying more Coke and less Bulleit because they are using less of it in the mix. If they use more of it in the mix they have to replace it more often, which is good for Bulleit and their employees. You have to think about it on a large scale over time.
Also think about it from a bar owner's perspective. If a bar carries Bulleit and it's mixed with Coke or used in a cocktail, a higher proof will mean two things. First, patrons will get drunk quicker and possibly buy less because they got their "buzz" and don't want to get too intoxicated. Second, if patrons get really drunk, because they've consumed several drinks with a higher proof, and while driving home kill someone, the bar can be held liable. It is easier for the bartender to notice someone who is drinking a lot of drinks and getting drunk than someone who is consuming a few and getting drunk. It is better for the bar owner to keep more lower proof drinks than higher proof drinks.
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Originally Posted by jburlowski
An admitedly simplistic breakdown but it leads me to the conclusion that a reduction in proof is usually motivated by the simple desire on the part of the manufacturer to make more money.
Sorry if this sounds harsh or un-PC, but that's called running a business. The goal is always to make MORE money not LESS money.
The fact that the overall market prefers lower proof spirits is good and bad for us. It means more and more producers will put out lower proof bourbons, which will affect some of the middle shelf bourbons on the market. On the bright side, if demand was higher it would mean bourbon prices would be even higher because of a tighter supply. Look at the Scotch market. Demand is growing worldwide, but supply is the same.
We SBers are a niche market and therefore can only keep a few producers in business. Take advantage of what we have now and if you like a bourbon, buy it and buy it often. That is the only way the maker will know proof matters.
