MM Proof Change

[clindt]

Well, last night they sold one more bottle than they would have, had the proof not changed. I paid $26 for a 750. I'm not a huge wheater fan, but thought I would kick myself down the road if I didn't pick up at least one bottle. In fact, I think it is the only bottle of Maker's I have ever purchased.

[CohibaJoe]

Saw the threads on the evening news. You think you what consistency with a Brand.

Never had the stuff and never will.

For $28 I will have W.L. Weller 12yr..I will pour some tonight.

[Smokewagon]

My understanding was that they are trying to meet rising global demand. While there might not be a significant shortage in the US now, there would be if they started shipping more overseas.

While I have never seen a store without MM on the shelf, I have noticed that I rarely see the 1.75L bottles anymore. I just though the MM46 had cannibalized the shelf space.

[SFS]

I have yet to be in a store here in the US where they weren't flush with MM, including 1.75's. I say this having visited plenty of stores in the New Enlgand and Midwestern part of the US.

~SW

I would concur with this, and would go a step further. In many of the stores I'm in, there is more MM than anything else (except perhaps Jack Daniels). Having said that, I almost never see Maker's 46, which is interesting.

[White Dog]

MM Lite has started shipping from the Wisconsin wholesaler this week. That didn't take very long.

[ChainWhip]

I think it'd be funny if MM suddenly reversed course and collectors/flippers started buying all the MM-Lite off the shelves to sell on CL as "collectors items" (at heavily elevated prices of course).

[smokinjoe]

It seems to me that MM's spin has potentially created a sort of "unintended" Line-in-the-Sand scenario, by insisting that the new proof does not "screw up" or change the taste of the whiskey. I have to believe they looked at several proof points from 90, down to 80. If 84 was "indistinguishable" from 90, I have to assume that 83 (and lower) was not. So, any attempt to take MM lower in proof in the future, and with the same spin, will be very hollow, I believe. Smart people that they are, I'm sure they thought of that. But, the old adage "We'll cross that bridge when we get to it", and, the new adage "We have to expand in the China market", undoubtedly prevailed.

[Tony]

Astorwines.com has a 15% off American whiskey deal today which makes a 1.75 MM $42.50. It also results in lots of other good deals ($25 ER, $30 willet rye/HW DR), but it's a good price point for MM specifically.

MM is the "top shelf" bourbon we had at my wedding (and the bourbon in my flask in my jacket pocket, and what i drank at the after party following the reception) and the idea of not having some in the closet to pull out at some random point in the future is starting to register with me. On one hand I haven't bought a bottle in years. On the other hand there's a damn good chance that I've had more fluid ounces of 90 proof Mark than any other bourbon in my lifetime. A pair of the big guys at a god price should put my mind at ease.

Thank you for this, just ordered 3 bottles. $127 or so with free shipping for a first time order. They are 59.99 each here in Michigan

Best regards, Tony

[smknjoe]

Thank you for this, just ordered 3 bottles. $127 or so with free shipping for a first time order. They are 59.99 each here in Michigan

Best regards, Tony

Is that the normal price where you are, or did they increase it because of the recent news?

[Tony]

Is that the normal price where you are, or did they increase it because of the recent news?

Normal price here in Michigan.

[Yeti]

Thank you for this, just ordered 3 bottles. $127 or so with free shipping for a first time order. They are 59.99 each here in Michigan

Best regards, Tony

Cheers Tony! Glad I could help. I love Astor and use them frequently for "daily" pours. When I used my free shipping on first orders deal I'm ashamed to say my order was nearly $800. But I really beat them on the shipping! Even now shipping was only $16 for 2 1.75 and 3 750s. A good deal any way you slice it.

[smokinjoe]

Thank you for this, just ordered 3 bottles. $127 or so with free shipping for a first time order. They are 59.99 each here in Michigan

Best regards, Tony

Sounds like you did well, Tony. Just make sure that you are getting the 90 proof. The 84 is already on the shelves, and I would suspect that the turnover on MM is pretty high, even in "normal" times.

[Yeti]

Sounds like you did well, Tony. Just make sure that you are getting the 90 proof. The 84 is already on the shelves, and I would suspect that the turnover on MM is pretty high, even in "normal" times.

For those interested I called today and verified they were still shipping the 90.

[Tony]

For those interested I called today and verified they were still shipping the 90.

It is also listed on the site as 90 proof but you do not have much time left for the sale.

[shoshani]

I saw the new bottles at a Walgreen's in downtown Chicago this morning. Very curious alteration to the label: the side of the label used to say "Fully Matured" and below that, the words "Ninety Proof" were spelled out. Now it says "Fully Matured", and below that it says "Alcohol 42% by volume". Nowhere does it say 84 proof that I could find. The cynical mind might be inclined to believe they're trying to hide or mask the change to the casual shopper who perhaps does not receive Ambassador emails, or read online articles, or newspapers, or anything.

[msk2718]

One less number to attract attention...

[msk2718]

One less number to attract attention...

I saw the new bottles at a Walgreen's in downtown Chicago this morning. Very curious alteration to the label: the side of the label used to say "Fully Matured" and below that, the words "Ninety Proof" were spelled out. Now it says "Fully Matured", and below that it says "Alcohol 42% by volume". Nowhere does it say 84 proof that I could find. The cynical mind might be inclined to believe they're trying to hide or mask the change to the casual shopper who perhaps does not receive Ambassador emails, or read online articles, or newspapers, or anything.

[squire]

What they don't know won't hurt 'em, I suppose.

[Gillman]

Who will give the first direct taste test? (Perhaps blind tasting?).

Gary

[squire]

I'll volunteer to offer a second opinion if someone else is pouring.

[Enoch]

Is there really such a thing as a premium bourbon in the 80 proof range? I can't think of one. Chuck mentioned Jacob's Well, also 84 proof. What happened to that? Mostly, I think of the bottom shelf stuff being 80 proof. Some of it can be ok, but not premium.

I always thought the 84 proof of Jacob's Well was to match the 84 months.

[ILLfarmboy]

I saw the new bottles at a Walgreen's in downtown Chicago this morning. Very curious alteration to the label: the side of the label used to say "Fully Matured" and below that, the words "Ninety Proof" were spelled out. Now it says "Fully Matured", and below that it says "Alcohol 42% by volume". Nowhere does it say 84 proof that I could find. The cynical mind might be inclined to believe they're trying to hide or mask the change to the casual shopper who perhaps does not receive Ambassador emails, or read online articles, or newspapers, or anything.

[squire]

So much for the 'we like to hear from our friends' folksy approach.

[White Dog]

I'm inclined to the same opinion.

I was out today, at a local grocery store, smallish place with overpriced booze and saw the new label. I can't think the turnover rate on their stock is particularly fast but they had the new stuff.

I think Beam timed the roll-out to be well under way before any peep of the proof drop was uttered.

The whole thing just fu$#& sucks and blows.

[LostBottle]

The title of this article seems to sum it up: Did Maker's Mark Commit Brand Suicide? I love the fact that Bill Samuels said you Maker's drinkers won't notice the difference.