Early Times KSBW Reintroduction

[Josh]

Anybody have any news on the potential reintroduction of Early Times Bourbon in the U.S. mentioned in the thread on ET 150th Anniversary edition?

[OscarV]

2nd one today Josh, first it was the KDA/Sazerac lawsuit and now this.

You do have an inquiring mind.

But anyway, I'd like to know too.

[cowdery]

Since nothing has been announced yet I doubt anything will be before the first of the year.

[harshest]

Since nothing has been announced yet I doubt anything will be before the first of the year.

Ding ding ding ding....we have a winner

http://www.whatdoesjohnknow.com/2010/11/16/early-times-becomes-a-bourbon-with-new-release/

I just got this from my contact at Brown-Forman.

“We’d like to confirm some of the rumors going around regarding Early Times. The iconic Early Times brand is returning to its roots as a bourbon beginning in January 2011. The new brand, called Early Times 354 Bourbon (354 for the original permit number for the distillery) will be bottled at 80 proof. After an absence in the US market of nearly 30 years, Early Times 354 Bourbon joins Early Times Kentucky Whisky in an expansion of the presence of the famous Early Times brand at retail.â€

This is good news. I’m glad to hear it. Details to follow.

[White Dog]

80 proof is a complete waste of our time.

[Josh]

80 proof is a complete waste of our time.

I wouldn't go that far (Four Roses is 80 proof after all), but it is disappointing. Would it have killed them to raise it to 86?

[CorvallisCracker]

With B-F selling as much 80 proof JD as they do, they probably don't see the proof level as having any effect on the success of a product.

[White Dog]

I wouldn't go that far (Four Roses is 80 proof after all), but it is disappointing. Would it have killed them to raise it to 86?

You're right, as I do like Yellow Label. That said, it does take the excitement out of the announcement.

[tmckenzie]

Why should 80 proof be such a problem? A man that enjoys a good drink at the end of the day, in my opinion, would not mind a good flavorful 80 proof bourbon. As long as it tastes good, and is priced right. Early Times has always been a good value, if they keep the price the same, I see no problem. John said it has been 30 years since the last straight from Early Times. Seems like I remember sneaking some of my daddy's in the late 80's and it was straight. And he went through it fast enough that it was not old stock.

[White Dog]

Why should 80 proof be such a problem? A man that enjoys a good drink at the end of the day, in my opinion, would not mind a good flavorful 80 proof bourbon. As long as it tastes good, and is priced right. Early Times has always been a good value, if they keep the price the same, I see no problem. John said it has been 30 years since the last straight from Early Times. Seems like I remember sneaking some of my daddy's in the late 80's and it was straight. And he went through it fast enough that it was not old stock.

"Good Value." That's the real issue. Brown-Forman will strive to hit a price point because most of their customers won't realize that they're buying more water. I'd gladly pay more for 100 proof, and cut it myself. Maybe I'll realize that I love it at 95, while the next guy loves it cut to 86. But at 80 proof none of us will get that experience. That's all I'm saying.

[MissinER101]

One of the guys here saw me on this board and we got to talking about whiskey; and he said he liked a couple brands that run to the lower end of the proof scale. I said I rarely if ever drink anything under 90 proof and generally prefer something around 100 proof and really love barrel proofs that get to around 120 proof and up.

To me an 80 proof bourbon is like letting half the ice melt in your soft drink (Coke, Pepsi, MD, DP etc) before drinking; sure the basic taste is there, kinda sorta, but it lacks that "Zing" of a fresh one. I "may" try a mini bottle if I find one just to see what B-F is doing, but the chances of me buying a 750 are equal to my chances of spending the night with Jessica Simpson.

[cowdery]

80 proof is appropriate for the space in which ET competes.

30 years? Damn. I was in the room when that decision was announced. How did I get so old?

[MissinER101]

80 proof is appropriate for the space in which ET competes.

Of that I have no doubt; different strokes for different folks and I wish them the best in that space...........It's just not the space in which I roam. I like things that kick, before I wiped out my knee I wanted to be a Marine Corps pilot, had NO interest in transports or helos, I wanted to fly the F-18.

[ggilbertva]

I've got some of the old yellow label ET KSBW in the bunker and find it to be a very enjoyable drink even at 80 proof. I recently gifted a friend a 70's era CoK 80 pf and he called to comment that he couldn't believe it was 80 proof with all that flavor and remarkable finish. I feel the same way about the 70's era ET KSBW and this quality of better flavor and finish seems to be a common theme among the older generation of bourbons. It will be interesting to try this new product but based on experience, I expect flavor and finish won't be that memorable at 80 pf.

[sku]

30 years? Damn. I was in the room when that decision was announced. How did I get so old?

What was the reasoning behind it? Was it just a money saver or did they have some idea that it would create a new market for used cooperage American whiskeys?

[OscarV]

I'm looking forward to trying the new Early Times 354 Bourbon.

I picked up a 375ml bottle of ET last year to try it and I can see why it's popular, low price and not offensive, I'm sure the ET drinkers like it just fine with cola and ice or other mixers.

You can however taste the flatness/blandness to it, it doesn't have the sharp taste that a new barrel gives to whiskey.

[mozilla]

I've got some of the old yellow label ET KSBW in the bunker and find it to be a very enjoyable drink even at 80 proof. I recently gifted a friend a 70's era CoK 80 pf and he called to comment that he couldn't believe it was 80 proof with all that flavor and remarkable finish. I feel the same way about the 70's era ET KSBW and this quality of better flavor and finish seems to be a common theme among the older generation of bourbons. It will be interesting to try this new product but based on experience, I expect flavor and finish won't be that memorable at 80 pf.

[cowdery]

What was the reasoning behind it? Was it just a money saver or did they have some idea that it would create a new market for used cooperage American whiskeys?

Yes, cost savings supported by the mantra that people don't buy types, they buy brands.

[ILLfarmboy]

I'd jump at the chance to buy an 80 proof ET KSBW. (If it came off the still at 115 and was barreled at 107.)

Untill then, I'll pass.

[StraightBoston]

Early Times KSBW is probably the most widely available bourbon in Japan, although Jim Beam White and Four Roses Yellow Label are right up there, too. You can't swing a cat without knocking a bottle off a shelf somewhere,... like my house.

Yellow Label or Brown Label? Somewhere long ago I posted the mashbills and I think one matches Old Forester and the other Jack Daniels (or something like that.) I've had the Yellow mostly in Japan, though I have an unopened Brown Label sitting in the bunker.

[OscarV]

I'd jump at the chance to buy an 80 proof ET KSBW. (If it came off the still at 115 and was barreled at 107.)

Untill then, I'll pass.

[cowdery]

More likely is that one of them uses the ET mash bill while the other uses the Old Forester mash bill. They are as follows

Early Times

corn 79%

rye 11%

malt 10%

Old Forester (also Woodford Reserve)

corn 72%

rye 18%

malt 10%

Jack Daniels

corn 80%

rye 12%

malt 8%