It used to be 53, now it’s 40 proof. Why would they mess with one of the “traditional” liqueurs, that they get the big bucks for? ($26 per liter, for the record)
The last time I bought Kahlua there were two versions: one of the “normal” variety, and one at 70 proof. I didn’t notice that the normal one had decreased. I don’t remember the marketing in the liquor store (there was a taste-test in progress), but the higher proof variety was more palatable.
Many years ago the Jack Daniel’s distillery pissed me off by lowering the proof of black label from 90 to 86. Changed the taste as well, IMO.
Discussing this with a liquor store owner at the time, he told me that the state taxes are based on alcohol content (proof), and a signifcant rise in the tax rate colud have lead to lowering the proof, if for nothing more than to avoid an increase in the retail price.
(The above is not gospel, but based on my recall of a sixteen-year old conversation.)
The official website, www.kahlua.com , says it’s "26.5% alc./vol. (21% alc./vol. available only in Ohio). "
I’ve never seen anything higher than this, though I’ve never looked. I’d LOVE to find 70 proof stuff, if anyone knows for sure where that it definitely exists.