MM Proof Change

[Trey Manthey]

While you are picking up some of the collectible 84% bottle, make sure and stock up on the special edition wax dippings, and the "bloopers" release:

http://www.youtube.com/watch?v=cS_K0iSFvc4

Remember, the less you intend to drink the juice, the more it will be worth!

[thiemb]

Picked up a couple 84s today in the Loop. I'm a sucker for bourbon with a good story, especially if it only costs me $25 a bottle, and I'm actually curious to see if I can taste a difference. I had a funny conversation with the guy behind me in line who was a MM fan and knew exactly what I was doing. He was happy to hear the 84s were flying off the shelf.

[jburlowski]

I remember going to a MM tasting a few years back, around the time of the MM46 release. After the standard release sample, they gave us a taste that was characterized as "over-aged" ---- this was said with a very visual and audible retching motion. Then, Kevin Smith, who was at the time, MM's Master Distiller, asked the audience what they preferred. Over two-thirds of the group selected the "over-aged" (i.e., more mature, more flavorful option) over the standard. There was a very long and pregnant pause before the program shifted akwardly to other topics.

When, after the formal presentation, I asked him (quietly) why MM didn't offer a a more fully aged wheated bourbon (since the competition did) he very loudly and defensively accused me of being an employee of the (undefined) "competition" trying to make MM look bad (how, I'm not so sure...)

A very insular company that is very successful... but only narrowly so... and for how long?

[ILLfarmboy]

I remember going to a MM tasting a few years back, around the time of the MM46 release. After the standard release sample, they gave us a taste that was characterized as "over-aged" ---- this was said with a very visual and audible retching motion. Then, Kevin Smith, who was at the time, MM's Master Distiller, asked the audience what they preferred. Over two-thirds of the group selected the "over-aged" (i.e., more mature, more flavorful option) over the standard. There was a very long and pregnant pause before the program shifted akwardly to other topics.

[cowdery]

For Maker's, there is a big difference between age and proof. They've invested a lot in saying that their whiskey is perfect at 5+ years. It's no good younger or older, which puts them in a box with regard to coming out with Maker's 10. They've said many times that Maker's 10 is no good.

Proof is different. Although it has always been 90, they never said that was the perfect proof.

What they should do now is price adjust, then come out with Maker's 80 as a line extension, have an 80 and a 90, and they can do further line extensions, with higher proofs at higher prices. Would you, the Maker's drinker, like Maker's to be available in 80, 90, and 100 proof? Then say so and they'll do it, because that's just the way they are.

[MauiSon]

No 80 proof for me, or 84 proof for that matter - I'm not that far gone to think the 84 proof is something special.

[ILLfarmboy]

No 80 proof for me, or 84 proof for that matter - I'm not that far gone to think the 84 proof is something special.

You and me both.

I don't see how a line extension of 80 or 84 proof can be seen as anything but a sneaky way of doing what they just reversed.

[Vosgar]

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

I bought a couple of 84's today. What the hell's wrong with me? :banghead:

The worst part is that my wife said she knew I would.

Edited February 19, 2013 by Vosgar

[squire]

I wouldn't have given her the satisfaction of knowing.

[bourbonandbacon]

i would not want any line extension for makers. what i like most about it at present, is that it is widely available (every bar and restaurant) and easy to order. i can look up at a bar, spot the makers and order it (assuming that place doesnt have anything better). i dont want to be inquiring as to what proof or specialty bottling it is. i want consistency from place to place. i dont buy makers for home. really when i am dining out is the only time i will order it, but for such a situation, the easier it is to order the better. who needs all the confusion? thats what i like about makers, its an "i dont have to think much" bourbon

[Barrel_Proof]

I bought a couple of 84's today.

I did, too. Worse, however, is that I bought some 90's the day before!!!

[WAINWRIGHT]

I bought a couple of 84's today. What the hell's wrong with me? :banghead:

The worst part is that my wife said she knew I would.

Predictability is a bitch isn't it!:grin:I for once showed some restraint,well maybe.....

[smokinjoe]

OKaaaaaayy, there are several of us who Pavlov'd on both...:rolleyes:Soooooo, who's stepping out and getting some of the first of the "new" 90 proofers coming out?

[Gillman]

C'mon Cliff, or Gary, give us a blind tasting!

Can you tell which is which, and which did you prefer?

Gary

[Bourbon Boiler]

I may do a blind tasting tonight. All it takes is a bottle of 90 proof, clean water, and a measurement device.

[smokinjoe]

C'mon Cliff, or Gary, give us a blind tasting!

Can you tell which is which, and which did you prefer?

Gary

Gary, it was unscientific, not measured, without great thought, and both iterations leisurely consumed back-to-back, but not compared directly...and, I could find no discernible difference when I tried them on Sunday afternoon. If there were differences, they certainly were not evident in that environment. I'll do a more structured comparison soon, and let ya know what my Mack Truck palate thinks...

[callmeox]

They should sell the BS special wax dipped never opened collectors editions at 80 proof and the bottles that are meant for consumption at 90.

[camduncan]

Hell, why put juice in them.... they could just slap the remaining labels on empty bottles, dip them in wax and they'd still sell for a small fortune to collectors.

[OscarV]

I picked up a 375ml of MM just because I was in a good mood about them not cutting the proof.

After tasting it I thought who the hell cares, this is some very young bland whiskey.

It makes the 6/7 year old OWA taste like a bargin.

But you can taste what it could be at 12 to 18 years old.

Wheaters less than 10 years old are juvenile.

[ChainWhip]

I might go get a bottle to use as butter pecan ice cream topping...

Edit: there goes my chance at landing the coveted Psychic Network Bourbonian of the Year nomination

=]b

Edited February 19, 2013 by ChainWhip

[smknjoe]

It makes the 6/7 year old OWA taste like a bargin.

Wheaters less than 10 years old are juvenile.

I keep some MM around for guests and the occasional dram, but I really can't argue with that one bit.

[Gillman]

Joe thanks for that comparison, very interesting. It suggests the logic behind the original decision (in terms of product sensory impact) was correct! I'd be interested in your further tastings, or those of others.

Gary

[smokinjoe]

Joe thanks for that comparison, very interesting. It suggests the logic behind the original decision (in terms of product sensory impact) was correct! I'd be interested in your further tastings, or those of others.

Gary

[Gillman]

And again I agree. What they failed to fully see is the emotional connection people have to the brand. (I also think if they had reduced the price in proportion, the result might have been different).

In fact, if JD had made the change from 86 to 80 today, it might have been the same for them. I think they got in under the wire on this, at a time when Facebook and Twitter feedback (in particular) was much less developed.

Gary

Edited February 19, 2013 by Gillman

[squire]

Loyalty is a coin when spent may not be re-earned. The owner of my local commented yesterday his Maker's customers were quite upset over the proof change.