Re: The Proof, The Whole Proof, and Nothing but the Proof.
Originally Posted by sailor22
Rutledge has said that when they were forced to use higher proofs he was gratified to discover that a higher proof in the barrel took on average an extra two years to mature. His first thought was that it would tip the profit balance back to lower proof. However the market has moved in such a way that a Bourbon that is age dated two years older commands a larger profit margin than a younger. More than enough to make up the extra two years of storage and evaporation cost. So it looks like higher proof will be he new normal until the market changes. Or perhaps until some of the Micros start making really good juice starting with lower proofs and find a market that will pay a super premium for it.
Interesting since 4R doesn't have any age stated products in their core range.