New Beam 12y/o?

[ebo]

None of that news is unexpected.

.... and it still sucks.

[MyOldKyDram]

Well, if MM continues to sell well at the lower proof that is.

[T Comp]

I predict that just as we're seeing age statements only on higher end stuff, we're going to see something similar with proofs. We may see some more mid-price brands lower their proof. We may also see more 84 and 86, and less 90 and 92. We'll still see 100+, but only in very high end stuff like the BTAC. I think the lesson of Maker's Mark is that if you have a strong brand and you're having trouble keeping up with demand, having your proof above 80 is just leaving money on the table.

So there is...one positive to approaching a 60 years human age statement and being into bourbon long enough to have a decent sized bunker .

[squire]

Don't see my well running dry anytime soon either.

[jburlowski]

Is this the standard Beam mashbill or the OGD one? (They have taken the AS off of BH....)

[cowdery]

If it says Jim Beam, it's the Jim Beam mash bill. They don't make enough OGD to use it anyplace else, other than OGD and BH.

[Josh]

I predict that just as we're seeing age statements only on higher end stuff, we're going to see something similar with proofs. We may see some more mid-price brands lower their proof. We may also see more 84 and 86, and less 90 and 92. We'll still see 100+, but only in very high end stuff like the BTAC. I think the lesson of Maker's Mark is that if you have a strong brand and you're having trouble keeping up with demand, having your proof above 80 is just leaving money on the table.

I'm not sure what the lesson of Maker's is at this point. Maybe that internet malcontents can force companies to reverse decisions like these. As an internet malcontent, I hope this is the case.

I understand the way things are trending, but mid-shelf brands that do have the guts/ability to stick with higher proof going forward will earn my loyalty and $$$.

[matthewdc]

Leonardo DiCaprio's Jim Beam commercial for the Asian Market. Wonder how much he got paid to do it--actually, no I don't! Reminds me of Bill Murray's character in Lost in Translation... "it's suntory time."

http://www.youtube.com/watch?v=xJuCR...layer_embedded

[squire]

I need to learn that ice crushing trick.