Proof does have something to do with how it smells and tastes. I drink mostly single malt scotch, but the same principles apply. Cask strength (between 50 and 60 percent alcohol) is some of the most sought-after stuff because there is less adulteration and the smells, especially, are much more intense. Apparently, some distillers like Macallan are particularly starting to concentrate on cask strength releases for some markets, including the U.S. They wouldn’t be doing that if they thought it would not be well received.
People who seriously love their whisky really love cask strength. You nose it full strength even if you personally don’t want to drink it at that concentration, then sprinkle a little water in it and see how the smells have changed. It’s part of the act of appreciation. To drink, some people dilute it down to usual drinking concentrations (usually 42-48 percent), others sprinkle only a few drops in the glass. Either way, it’s an experience you miss if the stuff is already really watered down. You’ll find people who are so snotty that they don’t consider the regular releases “real” whisky. I’m not one of them, but I do appreciate cask strength whisky when I can find (and afford) it.
These guys at Jack Daniels are definitely not concerned about a perception of quality or the ability to fully appreciate their whiskey if they are watering it down to only 40 percent. My picks for American whiskey are Blanton’s or Maker’s Mark. Booker’s is very nice, but expensive. I’ve never really liked Jack Daniels.
Yeah, I’m a little confused myself. The Green Lable was 80 proof, but they don’t even mention the Green Lable on the web site. That’s odd.
Anyway, I bought a bottle of the 80 proof JD last night. I wish I had a bottle of the 86 proof to do a direct comparison, but I didn’t. My first impression is that the new weak Jack does not have the same taste as the old stuff. It’s not bad, but it lacks the big aggressive nose and licorice tones of the old stuff.
Thanks for the link Ogre. Here’s the message I sent to JD:
I’m writing you in response to recent news articles regarding the lowering of the No. 7 Jack Daniels product from 86 proof down to 80 proof.
Several of these said articles mention a marketing study done stating that people want a “less potent drink”. I’ve been drinking Jack Daniels for many years, and I do not recall being asked as to my personal preference. While it’s difficult to say what demographic it is that was polled, upon checking with several whiskey drinking groups with which I am affiliated not one single respondent was in favor of further watering down of your product.
As far as we have been able to ascertain, the only people who are interested in a “less potent” Jack Daniels are the senior management of Jack Daniels themselves. You have found a way to increase sales and production through the denigration of your product, instead of a method that could incur further production costs. Brand integrity, I’m afraid to say, is a valued component in which you have overlooked in your demographic. I’m sorry to say that I have purchased my last bottle of Jack Daniels