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Thread: MM Proof Change

  1. #21
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    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.

  2. #22
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    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.

  3. #23
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    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.

  4. #24
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    Re: MM Proof Change

    Didn't lower the price though.

  5. #25
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    Re: MM Proof Change

    Quote Originally Posted by squire View Post
    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.
    When was that? I didn't really start drinking bourbon until the 90's and I don't remember seeing that anywhere.

  6. #26
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    Re: MM Proof Change

    I hope this is out before Sampler. If so, I am going to conduct a blind tasting among iterations for everyone to participate in. I think it would be interesting to see the results. Maybe, throw in an unknown, too.
    JOE

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

  7. #27
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    Re: MM Proof Change

    I was introduced to the 101 by Bill Samuels Jr. at a tasting he hosted for a group of us in the late 70s. I noticed it was gradually being replaced about a decade later in the mid to late 80s. Didn't really pay it much attention, just an observation. Makers was one of those I kept around but didn't really use, my preference being for rye recipe Bourbons.

  8. #28
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    Re: MM Proof Change

    More like Watermark.

  9. #29
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    Re: MM Proof Change

    For the most part I think consumers equate a lack of alcohol burn with smoothness and view that as a sign of quality. That was also a hallmark of Old Fitzgerald which Makers set out to copy (literally) from the beginning. When Makers was sold to a National company (1984 I think) the brand got the advertizing it needed to take off. Makers was and still is good whisky and for the market it seeks I'm surprised they haven't gone to 80 proof before now.

  10. #30
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    Re: MM Proof Change

    Disappointing but,
    1) It's only a decrease of 3% ABV
    2) As others have said, they very well could have lowered it to 80, but they didn't.
    3) Their core market isn't going to care or even notice
    4) They claim that they are not lowering the age of what is going in. If that's true and stays true, then that's good.
    5) I forgot what 5 was going to be.
    Last edited by Josh; 02-08-2013 at 13:35.
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