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Thread: Doubled Aged

  1. #21
    Advanced Taster
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    Re: Doubled Aged

    JBB is a good solid whiskey and a good value, if somewhat under-proofed, IMHO. When faced with the choice I am more likely to grab a 101 of Turkey.

  2. #22
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    Re: Doubled Aged

    I'm with Ultra on this one. JBB is not cheap when compared to OGD 100, OGD 114, OWA 107 and EC12. I tend to grap those 1st and have yet to pick up JBB.

  3. #23
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    Re: Doubled Aged

    Handsome bottle and label. Silly wording.

  4. #24
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    Re: Doubled Aged

    Quote Originally Posted by shoshani View Post


    My own feeling? I like the OLD old Beam Black label. You know, the one that said 90 proof.
    Wasn't it a seven year back back then?
    John B

    "Drinking when we are not thirsty and making love at all seasons… that is all there is to distinguish us from other animals."

  5. #25
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    Re: Doubled Aged

    Back in the 1980's and earlier, JBB was 90 proof and 101 months old!

    Thomas

  6. #26
    Virtuoso
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    Re: Doubled Aged

    Quote Originally Posted by jburlowski View Post
    Wasn't it a seven year back back then?
    Yes, there was a 7 year expression as well of the black label. I saw a wall hanging mirror in a store once that advertised a 7 year old black label at 90 proof.
    Quote Originally Posted by SMOWK View Post
    I like to save up the charred bits in the bottom of the unfiltered stuff. When I have enough, I pour milk on it and eat it.

  7. #27
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    Re: Doubled Aged

    Quote Originally Posted by jburlowski View Post
    Wasn't it a seven year back back then?
    So there is White Label 4 year, White Label 7 year and Black Label 8 year. We can't get 7 year here in MI.
    Attached Images Attached Images
    Too much of anything is bad, but too much of good whiskey is barely enough. - Mark Twain.

  8. #28
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    Re: Doubled Aged

    Quote Originally Posted by harshest View Post
    So there is White Label 4 year, White Label 7 year and Black Label 8 year. We can't get 7 year here in MI.
    Thanks for posting that!

    We indeed can't get the 7 y/o White label, but the Distiller's Series is all over the place and it is 7 y/o, 90 proof and state minimum is $3 less than black. It's one of my favorites.
    bibamus, moriendum est
    Sipology Blog

  9. #29
    Bourbonian Of The Year 2013 and Guru
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    Re: Doubled Aged

    I think it's a terrific redesign. Clean, strong, masculine, and very premium looking. I like Brad's description of "handsome". At first, the "double aged" thing had me a little puzzled, too. But, if "age = quality" to John Q. Consumer, then it probably is an effective way to get that message across. More precise than "extra aged", by giving it a reference. Beam is probably banking on the fact that John Q isn't going to be confused with the other possible meanings of "Double", because John Q isn't aware of them. New packaging, or not, Beam Black is a solid product in my book.

    On another note, the redesign is probably a reason Beam is running a mail-in rebate promotion, currently. $7 off 1 bottle, $15 off 2 bottles.
    JOE

    Wag more.
    Bark less.

    "Every bottle is its own learning experience." -- Sensei Ox-sama

  10. #30
    Bourbonian of the Year 2002 and Guru
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    Re: Doubled Aged

    Their press promotion is sending a bottle of the bourbon with a Magic 8 Ball toy. The outside of the box says, "Eight Years Changes Everything."

    I'll give them credit for one thing. Somebody said, "we can't go spend a bunch of money just to tell people we changed the bottle. We have to say something about the product." Hence Double Aged. It takes advantage of the fact that Jim Beam white label is one of the few four-year-olds that says so on the label. Since white is certifiably four years old and black is certifiably eight, 'double aged' works. It's also perfect because Beam is America's most self-referential whiskey maker.

    Does anyone recall when they dropped the proof from 90 to 86?

 

 

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