MM Proof Change

[Bourbon Boiler]

*deleted* - double post

Edited February 17, 2013 by Bourbon Boiler
Double post

[Bourbon Boiler]

Several bars are already offering a new drink called "The Apology" consisting of a shot of Maker's with New Coke. If only we could watch some movies on Qwikster while enjoying it.

I was writing about it on my Newton Messagepad.

[shoshani]

Also, approximately how many cases of 84 proof were produced? Are they being recalled or allowed to sell through? That sort of thing.

I know it's here in Chicago. I saw it at Walgreen's at Madison and Wells on Friday; however, Binnys in Skokie had full shelves and a stacked case display, all of it 90 proof (The cases are marked as such) when I went there last night for a couple bottles of VOB BIB.

I can't imagine them being recalled - what would they do with it? - but can imagine some people grabbing bottles as a sort of curio. Or something.

[OscarV]

Now if they would get that 3rd still fired up and start aging some whiskey for the future, opps that would be whisky not whiskey.

[jburlowski]

I'm not sure what the policy is for posting material from elsewhere, but MM has a post on their Facebook page that I'd like to quote for those who eschew Facebook. It's timestamped just under two hours ago.

Note: Many are comparing this to New Coke. Someone asked Coca-Cola President (at the time) Donald Keough if Coke had planned the whole idea of removing old Coke, replacing it with new Coke, then bringing Old Coke back. His response was "Truth is, we're not that dumb and we're not that smart." I have a feeling if you ask a Samuels about this, the response would be similar.

[The Boozer]

In a tweet Sunday, the company said to its followers: "You spoke. We listened."

I think what they meant to say was "The people who bought MM within the last 30 days spoke. We listened."

"Well played, sir!"

[Shuboy]

Say, did any of the 84 proof bottles make it to shelves? They might make a nice collector's item now and, who knows, might be worth a penny in the future.

[Kyjd75]

Say, did any of the 84 proof bottles make it to shelves? They might make a nice collector's item now and, who knows, might be worth a penny in the future.

Some have. At "my" store in Elizabethtown they have some of the 1.75s at 84 proof. Still have plenty of the original 90 proof 750s. Wonder if the label shown on FB or wherever is the new "real" label, as the old 90 proof label does not have the "(ninety proof)" as the bottom line. Still another collectible?

[shoshani]

Wonder if the label shown on FB or wherever is the new "real" label, as the old 90 proof label does not have the "(ninety proof)" as the bottom line.

Every bottle I've ever had has "ninety proof" written out. I actually commented that the lower-proof bottling does not spell out "eighty-four proof" at all. It just says "Alcohol 42% by volume". (However, I mistakenly thought the 90 proof bottling doesn't say "Alcohol 45% by volume". It does.)

[shoshani]

Several bars are already offering a new drink called "The Apology" consisting of a shot of Maker's with New Coke. If only we could watch some movies on Qwikster while enjoying it.

It just hit me that this is funny but technically not feasible. The Coca-Cola Company discontinued New Coke (by then rebranded as Coke II) in 2002. Unlike whiskey, soft drinks do not age well.

[squire]

Wow, an uptick in sales from customers anticipating the proof change and now an instant 84 proof collectable. Makers couldn't have made out better if the consequences had been intended.

[Rockefeller]

All I learned was that the MM Ambassador-in-Chief/at-Large are dummies who damaged the brand. If not for nepotism, these guys would/should have been fired.

[squire]

They could be fired if they didn't follow orders.

[Brisko]

Sooooo.....

can we start a grassroots campaign to get them to leave some in the barrel a little longer than 5 years? Say, somewhere in the 7 to 9 range? And bottle it at 101 or higher?

***crickets***

[cowdery]

I did receive a partial answer. The 84s aren't being recalled. They will be allowed to sell through. They were produced for about a week, which I estimate to be about 30,000 cases. The picture on my blog of the new label is from a Ravens commemorative that was released in Baltimore right after the Super Bowl. There are several reports in this thread of 84s (not the Ravens commemorative) showing up here in Chicago, although I looked at my Jewel-Osco two nights ago and they had the 90, and only two bottles of it.

[stevegoz]

Binny's in Willowbrook had three 1.75s of the 84 proof on the shelf when I was there yesterday. The only 750s I saw were in gift packs that I assume to be 90-proof holiday leftovers.

[smokinjoe]

OK, I'm a sucker. I bought some 84's yesterday...

[jburlowski]

OK, I'm a sucker. I bought some 84's yesterday...

Well, one of the steps is admitting that you are powerless.

[smokinjoe]

Well, one of the steps is admitting that you are powerless.

My daughters sheltie has more self-control than I do...

[White Dog]

OK, I'm a sucker. I bought some 84's yesterday...

Haha. I'll end up doing the same damn thing.:banghead:

[White Dog]

Can we go after Turkey, now??

[icehocey77]

My local store has lots of 42% handles. Didn't see any on the smaller bottles. I wonder if people will even both to look to check the difference.

[HighHorse]

Sooooo.....

can we start a grassroots campaign to get them to leave some in the barrel a little longer than 5 years? Say, somewhere in the 7 to 9 range? And bottle it at 101 or higher?

Brisko - They keep some 9 year old behind the tasting bar at the visitor's center. (or, at least they did last April). Be nice and you may be able to get them to let you try it. They have it to show that the additional aging doesn't necessarily make it better.

[Kyjd75]

Except that when I tried it, it was a whole lot better than regular mm. At least IMHO.

[Brisko]

I'm no fan of over-aged bourbons, but I feel like MM is bottled at a transitional stage-- it no longer tastes young (any off-notes are aged out) but it hasn't gained any depth.

Granted, I understand what they are aiming for with the profile, so in that respect they have done pretty well. I just like my bourbon to have more character (either age or youth). I do really like the 46 but I like OWA a whole lot better given the price.