Welcome to the Straightbourbon.com Forums.
Page 1 of 37 12311 ... LastLast
Results 1 to 10 of 412

Thread: MM Proof Change

Hybrid View

  1. #1
    Connoisseur
    Join Date
    Oct 2003
    Location
    Indianapolis, IN
    Posts
    580

    MM Proof Change

    I have received some PM's in regards to some rumors regarding MM so I thought I would make this post and set things straight.

    In the near future MM will be distributing it's bourbon at 84 proof.

    This decision was made due to the demand for MM outstripping the production. For a couple of months MM has been struggling with how to handle the increased demand. As you know, the bourbon being put into bottles now was produced about six years ago and although the production at that time was increased, it still has not keep up with the increase in demand. Testing was done to see if bottling at a younger age would cure some of these growing pains but it was discarded because the taste profile was not up to MM standards. Additional consumer testing showed that reducing the proof did not affect the profile (other than less alcohol burn) and allowed for a greater number of bottles to be filled per barrel.

    In conclusion, it was a decision between reducing the proof or not having enough product for the shelves.
    Dale

    "All I want to know is who's the player on second base?"

  2. #2
    Guru
    Join Date
    Sep 2004
    Location
    Jackson, MS
    Posts
    11,528

    Re: MM Proof Change

    Sorry, I can't read your post. The color of the type fades into the background.

  3. #3
    Enthusiast
    Join Date
    Nov 2011
    Location
    Chicago
    Posts
    320

    Re: MM Proof Change

    Quote Originally Posted by squire View Post
    Sorry, I can't read your post. The color of the type fades into the background.
    Any time you can't read a post due to the color, highlight it like you're going to copy/paste. That should give you the contrast to read it.

  4. #4
    Advanced Taster
    Join Date
    Nov 2010
    Location
    West Pennsylvania
    Posts
    217

    Re: MM Proof Change

    Crap!! Hording Mode!! My local store has 17 bottles, going to buy them ALL!!!

    Get the keys!!!.....wait....I have a bottle of OWA in the bunker....yummm....yummm.....what was this thread about???
    .
    .
    Rye whiskey makes the sun set faster.

  5. #5
    Enthusiast
    Join Date
    Sep 2012
    Location
    Markham, ONT
    Posts
    490

    Re: MM Proof Change

    Don't mess with the product - even if demand outstrips supply! Better to keep status quo and reap the future rewards from high demand or increase the price slightly, but don't mess with product quality!

    The enthusiasts will notice and many will stop buying - no big deal. BUT, if the average Joe consumer notices they are doomed.

  6. #6

    Re: MM Proof Change

    JD went from 90 proof to 86 then to 80 and it hasn't hurt their sales. I doubt the sales of MM will be hurt. The regular consumer won't notice or really care.

  7. #7
    Virtuoso
    Join Date
    Sep 2010
    Location
    Twin Cities, MN
    Posts
    1,317

    Re: MM Proof Change

    I can't say it affects me because I never buy it, but I'm a lot less likely to buy it at a lower proof. On the other hand, I really like Maker's 46 and as long as they keep it at 94 proof I will buy it when it's on sale.

    You guys missed the blindingly obvious third option: buy some wheated bourbon from HH or BT. It's not like their flavor profile is that special, I'm sure that the "regular consumer" wouldn't have noticed that either. Hell, if they filled it out with BT juice it would probably improve it. I suppose adding more water is cheaper, though.

    I have to add, I'm a little surprised they'd go that route. Beam had a similar situation with Knob Creek and they just rode it out. In fact, they turned it into a (IMO) successful ad campaign.
    Last edited by Brisko; 02-08-2013 at 11:37.
    Life's too short, and there's too much good whiskey within reach.

  8. #8
    Guru
    Join Date
    Dec 2012
    Location
    Houston
    Posts
    2,460

    Re: MM Proof Change

    Quote Originally Posted by VAGentleman View Post
    JD went from 90 proof to 86 then to 80 and it hasn't hurt their sales. I doubt the sales of MM will be hurt. The regular consumer won't notice or really care.
    I think you nailed it. They seem to have a cult like following similar to Jack Daniels.

  9. #9
    Enthusiast
    Join Date
    Nov 2011
    Location
    Chicago
    Posts
    320

    Re: MM Proof Change

    Quote Originally Posted by smknjoe View Post
    I think you nailed it. They seem to have a cult like following similar to Jack Daniels.
    Plus, I think most Makers fans like it for its "smoothness." This will only make it smoother.

    I really wish MM would produce a premium product. Not a fake premium like 46, but a high (100+) proof, more mature bourbon. I think it could be amazing.

  10. #10
    Guru
    Join Date
    Sep 2004
    Location
    Jackson, MS
    Posts
    11,528

    Re: MM Proof Change

    They did produce a 101 proof as their top of the line for quite some time then quietly eased it out of the way for the lower proof expression.

 

 

Similar Threads

  1. Went for some Rye for a change
    By imbibehour in forum Other American Whiskey Tastings
    Replies: 38
    Last Post: 05-01-2011, 20:34
  2. Old Rip bottle change?
    By silverfish in forum General Bourbon Discussion
    Replies: 15
    Last Post: 02-16-2011, 19:20
  3. Tastes Change Day To Day?
    By Vision in forum General Bourbon Discussion
    Replies: 5
    Last Post: 09-21-2004, 17:42

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •  
Back to top