I am not a Beam hater as are many around these parts..JBW on the rocks in a pinch is fine, JBB is a good and a good deal. MM is good..
However, JBW is really not worth what they are charging already compared to competitors. You raise the price and I think you start losing customers, unless all the competitors follow suit.
It's a fine line between raising prices when times are good and not alienating the customers that made the times good.