Russell's Reserve 90 proof

[jeff]

Does anyone know anything about this bottle I picked up today? It is a 90 proof expression of Russell's Reserve (Usually 101) and it's in a bottle similar to the Tribute/Freedom. Do I have a new or older expression?

[jeff]

Here's another picture showing a little more detail.

[bourbonmed]

Folks, I hope they keep the current Russell bottle (and proof) as well.

It's not just the watering down that bugs me. Switching to the same bottle as Freedom and Tribute, it looks like a cost-cutting move. The original Russell Reserve bottle has an elaborate etched bird with painted lettering on the glass -- much classier than this Knob Creek look-alike paper label. Makes me wonder if the regular 101 Turkey bottle will be next.
Omar

[miller542]

You know what all of this means, don't you? Time to turn some 101 proof Russell's into a bunker queen!

[ratcheer]

I hope you are wrong, but I fear that you're not.

Tim

[musher]

If they do, I would assume that it is over the objections of Jimmy Russell. At least that is the impression he left me with from his interview in Chuck's video from years back.

[brendaj]

Omar,

it looks like a cost-cutting move

My thoughts exactly! They offered this expression at The Sampler last night. It is what you would expect it to be...
I asked the gentleman at the table (Jimmy Russell wasn't there at this point) what would make them do such a thing... The lengthy explanation pretty much boiled down to 'marketing'...
I doubt Jimmy Russell was happy with the changes, but I don't know that for sure. He was at the gazebo last night, I think a couple of folks asked him about it. Maybe they'll chime in here.
It's sad really, that a skilled craftsman like Mr. Russell has to deal with what some damn marketing dept. thinks...
Bj

[luv2hunt]

According to the gentlemaen manning the table at the sampler, the change is indeed a marketing strategy to "attract the younger generation". Their research shows the younger bourbon drinkers like the lower proof....and not the hotter/spicier expressions. How's that for a bunch of bull!

[musher]

Gee, it couldn't possibly be that they up their output by 12% just by lowering the proof. Of course, that's nothing compared to what it will save them in taxes (I don't remember the exact numbers, but it was significant when we looked at the difference when JD lowered their proof).

I'll believe they mean it if they cut the price accordingly. Of course, they won't.

[musher]

OK, here's the tax part of it . . .

The Federal Excise Tax on a proof gallon (gallon of alcohol at 100 proof) is $13.50.

The current rate: (13.50 * 101) / 100 = $13.635 (per gallon of 101 proof)
The 90 proof rate: (13.50 * 90) / 100 = $12.15 (per gallon of 90 proof)

Since a case (9 liters, or 12 750s, which equals 9 liters) is 2.378 gallons, they're saving $3.53 per case in Federal taxes alone. Add in the 12% increase in output, and you're starting to talk about real money.

I guess given the recently announced layoffs, this probably shouldn't surprise us.