I haven't seen anyone mention this quote from the Fox News article, directly preceding Chuck Cowdery's appearance:
"[Bill Samuels Sr.] never really was wed to 90 proof anyway," [Bill Samuels Jr.] said. "It's just that he had to pick something, and he knew that anything over 90, the alcohol smothered the taste of whiskey and he was a little nervous about going too much lower."
Strange thing to say, since they had a 101 proof expression in the past, and currently one at 94. The fact that this is their current talking point seems to offer even less of a hope that we'll ever see anything approaching 100 proof from this distillery.