MM Proof Change

[barturtle]

The thing that sticks out to me on the whole thing, is how the first inkling most of us had was Dale's post on February 8. Of course Dale and probably others know before, but the change was kept under wraps remarkably well. Obviously, they decided on the change, had labels made, were dumping and proofing the whiskey, and bottling, and nothing leaked?

I find it interesting that there are no 42% labels in the TTB database for Maker's...

[barturtle]

I will say, after reading Dale's post, I was the first person to mention it on the fb Maker's Ambassador's Group Page. I then spent a lot of time rallying the troops, there as well as on Maker's business page and several other places around fb, twitter, etc.

In all honesty, Maker's themselves had long before organized the troops, through their Ambassadors Program, but probably never foresaw their own troops being used against them.

[callmeox]

I find it interesting that there are no 42% labels in the TTB database for Maker's...

ABV changes on spirits labels don't require TTB approval unless it changes the class/type.

[ChainWhip]

In all honesty, Maker's themselves had long before organized the troops, through their Ambassadors Program, but probably never foresaw their own troops being used against them.

One could make the argument that the Ambassadors performed their function and protected the product from the maker.

[barturtle]

One could make the argument that the Ambassadors performed their function and protected the product from the maker.

The interesting thing is how the battle lines among the Ambassadors were drawn.

Some, let's call them the losers, fought for the company.

Others, let's call them the winners, fought for the product.

[stevegoz]

Re: the "instant collectible" talk around the 84 proof, Binny's just sent out an email extolling us to get it while we can....

[squire]

Frankly, I'm not surprised.

[MauiSon]

Too bad they didn't use pink wax (diluted from their copy-protected red) - then it would REALLY qualify as a collector's item.

Anyone ready to close this thread yet?

[squire]

Nah, let's see how long it lasts.

[Kalessin]

I find it interesting that there are no 42% labels in the TTB database for Maker's...

Changing the stated proof of the spirit to reflect the contents in the bottle doesn't require a new COLA.

There's a list of allowable changes to an approved label (artwork, colors, fonts, contents, etc.) at the TTB:

http://www.ttb.gov/labeling/allowable_revisions.shtml