after reading the "perfect proof" thread something started to occur to me. Brown-Foman claimed dropping the proof of JD was the result of market research. Supposedly todays consumer wants the lower proof Jack. Let's be honest here, we are talking about the youth market, mostly young men who buy into the whole "bad boy" image of Jack Daniel's. They want the macho image of drinking Jack but they don't want the high(er) proof or so says Brown Forman. OK, that's plausible. But there is one fly in the ointment. Walk down the isles of any liquor store and you can see a plethora of high proof schnapps with names like after shock, ice 101, and fire water, to name just a few. These drinks are not aimed at 30 somethings and up. They are geared to appeal to the younger crowd. And with names like "fire water", frankly they are designed to appeal to young men trying to act macho. Dare I say the same demographic that drinks most of the JD consumed on any given day.
Why is it easer to find 100 proof schnapps than it is BIB bourbon?
What say you?