Maker's Mark is now diluting its product so they can sell more of it.
I think they're insane. They'll get, what, a seven percent increase in their inventory by stepping on their bourbon at a cost of public relations disaster? Here's a radical idea: If demand outstrips supply, try raising your prices, guys! That's what capitalists do, you know, "free market" and all that?
90 proof to 84 proof doesn't sound like a lot, but 80 proof is the lower limit for bourbon produced for domestic consumption by Federal law.*
Bridget Magnus suggests that Evan Williams is a good bourbon for its price. An old bar-owner told me that she used Ten-High for her well bourbon, but that was before they went from being a straight bourbon to a blended bourbon.**
Reducing the quality so you can sell more of it is a pretty bone-headed move.
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* If exported, it could be recycled antifreeze, for all the Feds care.
** On the other hand, if you're going to use it for drinks like bourbon-and-coke, who the hell cares?
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4 comments:
W. L. Weller
My son just bought some to squirrel away for a few years and see if it goes up on the collector market.
At Christmas time I bought a bottle of "Bartcops'" Chinaco Anejo Tequila. Cost me $55 up here in the woods. Worth every penny to me.
I wouldn't think of buying a diluted product, like snakeways' whole milk with added 'milkproducts'. Everyone else sells an un adulterated product. What makes them think I will still buy theirs after they 'do' things to it?
"what a world, what a world"
w3ski
Taste is a funny thing. I drank $13 bourbon for years. Now that I hardly drink I've stepped up to Jack Daniels ($20). My friend Jack drinks $8 bourbon and is happy with it. It's too sharp for my taste. On the other hand my son likes the $35 dollar stuff. That's too rich for my blood.
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