New Beam 12y/o?

[cowdery]

I was at the same meeting as Fred, tasted the 12-year-old, and got a 50ml sample. More here. It's not brandy-finished, but you may have uncovered the secret of the second "Signature Craft" release, which they told us was also coming. The Jim Beam Signature Craft 12 Years is 86 proof and will retail for about $40, a good value compared to 10-year-old Bulliet at $50. It's the same look as the Six Grain that sold in Travel Retail in 2010. They told us the 12 Years will be 'permanent,' but there will be other releases in the series that will be limited editions. They said one of those was coming too. Maybe it's this brandy-finished one. That would make sense.

They said this is a 'purpose built' 12-year-old, in that they decided 12 years ago to do a 12-year-old 12 years hence, in terms of allocation of liquid. (subtext, this was not the cause of the Knob Creek shortage).

This is their attempt to bring out another sub-brand that plays in the same space as the Small Batch Collection, but under the Jim Beam name. Meanwhile, the idea of marketing the 4 small batchers as a set is about done. Henceforth they'll be marketed at individual brands or, as in the case of Knob, brand families.

I'm trying to start a rumor that their next big new product will be Basil Hayden Rye.

Edited February 17, 2013 by cowdery

[ebo]

I'm keeping an open mind, but 86 proof is a major disappointment. They really should have tried to do better than that.

[squire]

I'm down with more rye choices.

[cowdery]

I predict that just as we're seeing age statements only on higher end stuff, we're going to see something similar with proofs. We may see some more mid-price brands lower their proof. We may also see more 84 and 86, and less 90 and 92. We'll still see 100+, but only in very high end stuff like the BTAC. I think the lesson of Maker's Mark is that if you have a strong brand and you're having trouble keeping up with demand, having your proof above 80 is just leaving money on the table.

[squire]

None of that news is unexpected.

[ebo]

None of that news is unexpected.

[MyOldKyDram]

Well, if MM continues to sell well at the lower proof that is.

[T Comp]

I predict that just as we're seeing age statements only on higher end stuff, we're going to see something similar with proofs. We may see some more mid-price brands lower their proof. We may also see more 84 and 86, and less 90 and 92. We'll still see 100+, but only in very high end stuff like the BTAC. I think the lesson of Maker's Mark is that if you have a strong brand and you're having trouble keeping up with demand, having your proof above 80 is just leaving money on the table.

So there is...one positive to approaching a 60 years human age statement and being into bourbon long enough to have a decent sized bunker :cool:.

[squire]

Don't see my well running dry anytime soon either.

[jburlowski]

Is this the standard Beam mashbill or the OGD one? (They have taken the AS off of BH....)

[cowdery]

If it says Jim Beam, it's the Jim Beam mash bill. They don't make enough OGD to use it anyplace else, other than OGD and BH.

[Josh]

I predict that just as we're seeing age statements only on higher end stuff, we're going to see something similar with proofs. We may see some more mid-price brands lower their proof. We may also see more 84 and 86, and less 90 and 92. We'll still see 100+, but only in very high end stuff like the BTAC. I think the lesson of Maker's Mark is that if you have a strong brand and you're having trouble keeping up with demand, having your proof above 80 is just leaving money on the table.

I'm not sure what the lesson of Maker's is at this point. Maybe that internet malcontents can force companies to reverse decisions like these. As an internet malcontent, I hope this is the case.

I understand the way things are trending, but mid-shelf brands that do have the guts/ability to stick with higher proof going forward will earn my loyalty and $$$.

[matthewdc]

Leonardo DiCaprio's Jim Beam commercial for the Asian Market. Wonder how much he got paid to do it--actually, no I don't! Reminds me of Bill Murray's character in Lost in Translation... "it's suntory time."

[squire]

I need to learn that ice crushing trick.