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Thread: MM Proof Change

  1. #181
    Virtuoso
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    Apr 2011
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    Chicago 'burbs
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    1,016

    Re: MM Proof Change

    With the all but non-existent eye of the TTB on all things bourbon these days, who's to say that they didn't start filling bottles at the lower proof months ago without changing the label? There's their 'taste test' proving that nobody can tell a difference in taste, and this announcement is really just a coming out party for the new label.
    "A man comes from the dust and in the dust he will end-- In the meantime it is good to drink whiskey."
    -->WhiskeyWonka<--

  2. #182
    Advanced Taster
    Join Date
    Sep 2012
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    185

    Re: MM Proof Change

    I guess we'll have to start a "in memoriam" thread for the 90 proof Maker's...

    MM90.jpg

  3. #183
    Taster
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    Dec 2005
    Location
    Burbank, California
    Posts
    78

    Re: MM Proof Change

    I think this is an opportunity for Heaven Hill to promote their new wheated bourbon, LARCENY. It's at 92 proof, about 6 years old and a wheater. And a BEATER of Makers since they are diddling with the proof. The HH guys have to get their marketing going on this!

  4. #184
    Guru
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    Sep 2004
    Location
    Jackson, MS
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    10,605

    Re: MM Proof Change

    If ever there was a time to steal market share.

  5. #185
    Guru
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    Dec 2012
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    Houston
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    2,145

    Re: MM Proof Change

    I drink MM on occasion and preferred Larceny the last time I had it. So, I'm not too worried about the change. MM is usually around for mixing anyway.


    Spelling edit.
    Last edited by smknjoe; 02-11-2013 at 17:15.

  6. #186
    Disciple
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    Nov 2005
    Location
    Alliance,Ohio
    Posts
    1,514

    Re: MM Proof Change

    MM 90 is selling fast here. One stoe was already out of 750's and 1L's!

    Thomas

  7. #187
    Guru
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    Sep 2004
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    Jackson, MS
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    10,605

    Re: MM Proof Change

    It's the new coke marketing philosophy, we announce we changed it, people rush out and buy the old stuff out, then we change it back.

  8. #188
    Guru
    Join Date
    Jun 2012
    Location
    Commonwealth of KY
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    2,966

    Re: MM Proof Change

    So would that make the new Jack Daniels unaged rye Crystal Pepsi?

  9. #189
    Guru
    Join Date
    Sep 2004
    Location
    Jackson, MS
    Posts
    10,605

    Re: MM Proof Change

    Only in selected markets.

  10. #190
    Enthusiast
    Join Date
    Nov 2011
    Location
    Atlanta
    Posts
    335

    Re: MM Proof Change

    MM is on the defensive now. But, in the long run, who but us whiskey geeks will really notice. Probably noone 6 months after the rollout.

    This is really a big gamble for them. Especially, as noted above, with the HH Larceny product out.

    I'm thinking marketing blunders 101: New Coke, Netflix streaming move. Others??
    "Civilization begins with distillation."

    William Faulkner

 

 

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