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There goes the "...and a splash of water," I suppose.
Not really. The difference between 90 proof and 84 proof is tiny. Most liquors today are 80 proof. Nobody is going to care.
I'm curious about one thing though. Maker's biggest market is not the US, it's Japan, where the taste for Premium booze is higher than our own. As I recall, the MM that goes to Japan is 100 proof, but I can't find any reference to whether or not that will change.
Any time you mess with a recipe, problems can happen. I think of Schlitz and their downfall.
This isn't exactly changing the taste in any meaningful way. They've always added water before putting it in the barrels, and they've always added water before bottling. Now they'll just add a very slight amount more water, lowering the alcoholic strength by 3%. No big whup.
I've been drinking Maker's Mark for 30 years. While I am not joining in, there has been significant upheaval, including the obligatory death-threats-on-facebook thing.
It's a good problem, I suppose, to try to keep up with worldwide demand. I'd have preferred a price increase and an untouched recipe.
Maybe they couldn't increase the price any more (domestic demand was too elastic). I wish this wasn't a permanent change. I figure you can expand capacity now, anticipating future growth, and have the full stuff ready in six years. That said, I'm glad they added water instead of adding 5-year-old bourbon (something we'd have never noticed).
This isn't exactly changing the taste in any meaningful way. They've always added water before putting it in the barrels, and they've always added water before bottling. Now they'll just add a very slight amount more water, lowering the alcoholic strength by 3%. No big whup.
It is too bad. But it's not exactly an insignificant amount though since its almost a 7% reduction in alcoholic strength. And more alcohol equals more flavor.
45 divided by 42=1.07
Or 42 is 93% of 45.
It may not make much difference in there sales but I'd prefer to just pay 7% more for the same stuff. What's a bottle run $25? So now it would be about $27. That's still not bad. There are other good wheated boubrons out there too. Larceny is one and it's quite good too.
Maybe they will release a cask strength version someday. Might be pricey but it would be cool.
This isn't exactly changing the taste in any meaningful way. They've always added water before putting it in the barrels, and they've always added water before bottling. Now they'll just add a very slight amount more water, lowering the alcoholic strength by 3%. No big whup.
You may be right, I didn't spend anytime trying to understand how they are changing what they are doing. My only point was I thought of Schlitz. They changed their brewing process to save money, did testing and found consumers couldn't tell the difference, then rolled it out on a large scale. Once they rolled it out, they found out the beer wasn't keeping well, the consumers could taste the difference, and sales fell off like crazy. That was the beginning of the end for Schlitz.
I'm willing to reserve judgement until I taste the new recipe. If there truly isn't a taste difference, than it doesn't matter much to me. It's not a significant difference in proof.
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