Ezra Brooks oddity

[Clavius]

I tried a search and didn't find anything.

Can't say I know much about this brand. But I did notice something odd with some bottles of black label Ezra Brooks. On the neck it says "90" while on the main label it says 40% alc/vol.

Is this just some labeling screwup?

[Lazer]

not a screw up. They are probably trying to be mis-leading on purpose.

[bllygthrd]

Took a quick look at the Luxco website ... says Ezra Brooks Black comes in 80 and 90 proof. Looks like the bottle you got has the wrong cap/neck shrink wrap [my guess].

[Ref: http://www.luxco.com/public/brands/specs/specification.asp?brandid=22 ]

[393foureyedfox]

ive noticed that for the past few months. i think they are lowering the 90 to 80 proof, but keeping the big '90' on the label, as if htat were part of the name. it is very misleading, and probably intentionally at that. if you watch the inventory, at least for the past few months, you see the 90 proof '90' label being replaced with 80 proof '90' label. what doesnt make sense though, is that there are now TWO 80 proof Ezra's, one just is called '90'.

[P&MLiquorsEric]

My rep pointed this out late last year when I ordered EB90. He said it is now 80 proof.

[Brisko]

Yeah, not a mistake.

https://www.ttbonline.gov/colasonline/viewColaDetails.do?action=publicFormDisplay&ttbid=11287001000413

[theglobalguy]

Wow! it's one thing to slip some old stock of shrink labels on the bottles...another entirely to brand it as something it technically isn't.

[MyOldKyDram]

Hahaha so what the heck is the 90 supposed to stand for?

[smokinjoe]

I usually don't get as worked up over the sometimes sketchy info on labels as some here do, but this one is waaaaaay over the top in it's deceptiveness. Really, really, bad.

I have purchased a fair amount of EB 90 proof in my day, and would have definitely been fooled by this subterfuge the next time I went to purchase another. The "old" 80 proof was a white label, yes?

[Trey Manthey]

Hahaha so what the heck is the 90 supposed to stand for?

It's supposed to mean you are only getting 90% of the alcohol you used to get in the same bottle.

[TunnelTiger]

It's supposed to mean you are only getting 90% of the alcohol you used to get in the same bottle.

Now that's funny but i bet there is some cheapa** executive that agreed to use the old labels until they run out. After all their profit margin is so slim on this.

[ethangsmith]

Wait one minute here. There's a chance that they cut the 7/101 and now watered my 90 to 80. Oh hell no!

[393foureyedfox]

Wait one minute here. There's a chance that they cut the 7/101 and now watered my 90 to 80. Oh hell no!

relax, ethan, i picked up a 7/101 over the weekend, so theyre still out there!

[ethangsmith]

...but is it back stock....

[393foureyedfox]

...but is it back stock....

i dunno. theres been 2-3 at every big store ive seen in the past few weeks

[jaycamm]

I remember when Ezra Brooks was "the only bourbon worthy of a cork". Oh how the mighty have fallen.

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[mark fleetwood]

Can't wait for this to spill over (sorry) to milk producers. What was 2% will become "Pure No. 2" or some such deceit (while actually being 1%). Back on ER90 (or ER90-like), any reason to think its got a bit more age than the white 80 label, or the green 80proofer label?

[capitals83]

I always liked Ezra Brooks 90. I put it in the same class as Evan Williams black and 1783. The Evan Williams was a bit better, but Ezra was cheaper and higher proof. So I have purchased all 3 depending on my mood. I really hate to see it go if it is really being phased out.

I would say the 90 on the neck label is just for the transition to 80 proof. Ezra Brooks' website shows the 80 proof bottle with a different neck label. Since it only says 90, not 90 proof legally there shouldn't be a problem, although it does confuse the customer. There was a similar transition I followed on Evan Williams BIB about this time last year. They changed the front label, back label, neck label and bottle. I found 4 variations.

old front / old back / old neck / old bottle

new front / new back / old neck / old bottle (transition bottle)

new front / new back / new neck / old bottle (transition bottle)

new front / new back / new neck / new bottle

[squire]

90 is the IQ of the decision maker who decided regular customers wouldn't notice the subterfuge.

[smknjoe]

90 is the IQ of the decision maker who decided regular customers wouldn't notice the subterfuge.

Bazinga!.........

[Flyfish]

Picked up a handle yesterday and, thanks to this thread, I checked both the neck band and the label to confirm a 90 rather than an 80 in 90's clothing. So far have not seen an 80 but will be on the alert. Yet again, SB is more than worth the price of membership.

[mark fleetwood]

90 is the IQ of the decision maker who decided regular customers wouldn't notice the subterfuge.

Think it's that high?

[TheNovaMan]

This just came up in chat. Here in Kalamazoo, MI, Ezra Brooks black label is still a legit 90 proof, 45% alcohol.

[Ejmharris]

i dunno. theres been 2-3 at every big store ive seen in the past few weeks

I have seen the 7/101 at a bunch of places that did not recently carry it. Thought it was weird the other day. Anyone know if it is the Same as the Virgin 7/101? I do like that for the price and I don't make it to Alabama all that often.

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[squire]

That's a good idea, I may pick up a couple next time I'm in Alabama.