In a bit of very surprising news, our beloved bourbon will be having a chemical shift in the very near future. My heart is sad about this, but my liver is pretty dang thankful.
This decision feels like it was taken from the playbook of Nucky Thompson in Boardwalk Empire: Maker’s Mark will be lowering their proof from 90 to 84. This proof change represents a shift in alcohol content from 45% to 42%. How important is that 3%? Eh, probably not much. But in the Bluegrass, we don’t like change to age-old traditions. Or that’s at least my personal knee-jerk reaction.
So why the change? Looks like Maker’s Mark is in such high demand that they are struggling to keep the masses happy. And apparently lowering the proof allows for them to make more bourbon as a more efficient pace. Check out this quote from an company executive sent out to clients:
“Fact is, demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply.”
I am unsure whether the difference will be easily distinguishable on taste, but I definitely don’t see everyone being completely happy with this. I get the whole supply and demand side of the economics argument, but c’mon. A wise man once told me – If it ain’t broke, don’t fix it. That man was my Uncle Tony Joe and he was drunk off bourbon at the time.
However, I think I found a perfect culprit for any lack of Maker’s supply national: I blame the Charlie Strong Maker’s Mark bottles. They should’ve never wasted money on these bottles, especially now that Stoops is in town and already beating the BCS-bowl winning Strong on the recruiting trail.
[powered by WordPress.]
Bill Keightley Report : Never to be forgotten.
9 queries. 0.407 seconds