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  1. #11
    Bourbonian of the Year 2011
    Join Date
    Sep 2002
    Toronto, Canada

    Re: Canadian Club Reserve

    This sounds all very correct, many thanks! I think you must be right in particular about the intuitive sense many buyers have. They must think (having taken the time to notice that one brand's proof is higher than another's, or higher than the same whiskey is offered at in the same store (e.g. VOB often)) that more proof is better, they are getting a higher grade of something.

    But do they often know, I wonder, that higher proof means more alcohol?


  2. #12
    Bourbonian of the Year 2002 and Guru
    Join Date
    Sep 1999

    Re: Canadian Club Reserve

    A lot of BIB/100 proof whiskey is sold to older folks who never wanted nor adopted the lower proofs that came in in the 60s. Also, many small size (375 ml, 200 ml) buyers are session-buying and do want more alcohol per ounce.



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