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Guest Post: More Stealth Inflation As Maker’s Mark Slashes Alcohol Content

Tyler Durden's picture


Via Michael Krieger of Liberty Blitzkrieg blog,

They just ain’t making Maker’s like they used to.  According to the company, an apparent bourbon shortage has besieged the company leaving it no choice but to cut the alcohol content of their booze from 45% to 42%.

I’m sorry, but this excuse reeks of marketing spin.  What manufacturer decides to dilute their product when they face high demand, rather than just raise the price by 3% and keep the quality intact?  In a world where horse meat is increasingly finding its way into “all beef” product, where biotech salmon is soon to hit the streets and where Subway’s foot long sandwiches are less than 12 inches, I’d be willing to bet this is simply just another case of good old fashioned stealth inflation.

From the UK’s Daily Mail:

Distillers of a world famous bourbon has cut its alcohol content so it can meet increasing demand for the drink.


The owners of Maker’s Mark, which is distilled Loretto, Kentucky, said they are unable to produce the bourbon fast enough.


It announced that the bourbon – which used the slogan ‘It tastes expensive… and is’ – will drop its alcohol content by three per cent.


It will now be reduced to 42 per cent ABV from 45 per cent.

Shame they couldn’t just dilute it with horse meat.

Full article here.


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Mon, 02/11/2013 - 15:48 | 3234335 The Gooch
The Gooch's picture

This ain't your pappy's bourbon.


Mon, 02/11/2013 - 15:54 | 3234379 buzzsaw99
buzzsaw99's picture

Pappy Van Winkle.

Mon, 02/11/2013 - 15:57 | 3234398 The Juggernaut
The Juggernaut's picture

The wealth effect, right, Bernanke?  Right, you fuck face?

Mon, 02/11/2013 - 16:08 | 3234445 Chuck Norris
Chuck Norris's picture

Steel Reserve is still cheap.  Thank God.



Mon, 02/11/2013 - 16:18 | 3234499 redpill
redpill's picture

Get your rolled copper and pot still plans while you can!

Mon, 02/11/2013 - 16:21 | 3234507 Cheesy Bastard
Cheesy Bastard's picture

Not one more inch!  Drink Jamesons Irish whiskey.  Who has time to sip, anyway?

Mon, 02/11/2013 - 16:24 | 3234524 redpill
redpill's picture

Hell most of the time I'm drinking 140 proof absinthe anyway, they cut the booze and I'll just water it a little less.


Mon, 02/11/2013 - 16:43 | 3234590 Pladizow
Pladizow's picture

Wouldnt inflation lead to a foot long?

Mon, 02/11/2013 - 16:51 | 3234621 redpill
redpill's picture

No but snort a couple Viagras and you're on your way

Mon, 02/11/2013 - 17:06 | 3234666 gmrpeabody
gmrpeabody's picture

Maker's Mark cutting alcohol...?

Now it's personal!

Mon, 02/11/2013 - 17:43 | 3234788 Raymond K Hessel
Raymond K Hessel's picture

When Budweiser made beer like the Big 3 automakers made cars, Jim Koch was able to capitalize on the growing home brew trend.

With watered bourbon, I can see home stills as a movement to counter factory stills.

Mon, 02/11/2013 - 18:14 | 3234849 Zap Powerz
Zap Powerz's picture

When they came for Makers Mark, I said nothing because I do not drink Makers Mark.

When they came for the beer, I said nothing for I do not drink beer.

When they came for the wine, I said nothing for I do not drink wine.

When they came for the Scotch, there was no one left to speak for Scotch and so I went on a violent RAMPAGE!

Stay. the. fuck.away. from. my. booze.

Like this:

Mon, 02/11/2013 - 18:31 | 3234926 Texas Ginslinger
Texas Ginslinger's picture

They should easily be able to meet demand, when word gets out that they are diluting the alcohol content, and sales go down.

End of story.........

Mon, 02/11/2013 - 19:16 | 3235017 Zer0head
Zer0head's picture

sort of like Traitor Joes UpChucking 2buck chuck to 2.50

with cases stacked high next to all that Organic shit from China - it's organic cause it's fertilized with slave feces

Tue, 02/12/2013 - 03:46 | 3236009 All Risk No Reward
All Risk No Reward's picture

The only vote that counts is how we spend our debt money receipts, aka "money."

That's why they the Vichy media doesn't like to talk about that power.

Mon, 02/11/2013 - 18:14 | 3234872 InTheLandOfTheBlind
InTheLandOfTheBlind's picture

I could overlook the last 10years of financial failure.... but this... this is too much to take.

Mon, 02/11/2013 - 18:05 | 3234846 unrulian
unrulian's picture

pussies...alcool 94, we drink it straight or watered down 50/50 with 151 rum. we call the shot arsenic.


Mon, 02/11/2013 - 18:34 | 3234931 prains
prains's picture

has anyone noticed they haven't dropped the alcohol level in american beer yet? Hmmmmmmmmmmm wonder why that is?

Mon, 02/11/2013 - 18:41 | 3234944 chubbar
chubbar's picture

OOH OOH, let me take a stab at that! Err, because it's already piss water and any less alcohol will only make it taste more pissy?

Mon, 02/11/2013 - 18:45 | 3234953 jmcadg
jmcadg's picture

Muller Light, no Miller Light, no Muller Light, there's more alcohol in these yoghurts.

Mon, 02/11/2013 - 16:53 | 3234627 Agent P
Agent P's picture

I loves me my Jameson! 

ps: Always drink it neat, otherwise you're just as guilty as Maker's Mark for diluting whiskey.

Mon, 02/11/2013 - 16:21 | 3234514 DaveyJones
DaveyJones's picture

so Subways claim is an analogy to most male bankers?

Mon, 02/11/2013 - 16:14 | 3234482 tarsubil
tarsubil's picture

One thing is for sure, we'll all be a lot thinner and a lot more sober. *shudders*

Mon, 02/11/2013 - 16:24 | 3234521 a growing concern
a growing concern's picture

God damn you to hell, Bernanke!!!!!

Mon, 02/11/2013 - 16:25 | 3234527 redpill
redpill's picture

It's our God given right to get old, fat, and drunk!

Mon, 02/11/2013 - 18:07 | 3234853 Zap Powerz
Zap Powerz's picture

I swear to Mother Nature that if free health care is a constitutional right (which it isnt) then free booze should also be a right.

Mon, 02/11/2013 - 16:00 | 3234405 BLOTTO
BLOTTO's picture

Good time for some to make the switch to marijuana...


Cheaper and better for you.

Its medicine... one of the best natural anti-inflammatory medicines you wont hear on the illuminati controlled main stream media. The only 'bad' part is the 'smoke'...but that doesnt mean you can not ingest it via 'butters,' tonics and baking goods.


Also, pot makes a great hedge;)

Mon, 02/11/2013 - 16:07 | 3234437 The Gooch
The Gooch's picture


Mon, 02/11/2013 - 16:11 | 3234462 lemonobrien
lemonobrien's picture

you can just eat the buds/leaves. I've been thinking of starting a grow operation; since it may be the next big industry; and you can use the plant to make everything from creams/clothes/rope.

Mon, 02/11/2013 - 17:12 | 3234690 slyhill
slyhill's picture

You need to heat it first for max effect. Must remove an h2o molecule. 

Mon, 02/11/2013 - 19:18 | 3235010 CPL
CPL's picture

Firecrackers.  Use nutella with peanut butter.  At 345 for 18 minutes, wait for the timer first or it won't vapourize properly.  And exactly 18 minutes take them out, 20 minutes the THC burns away with the nutella/peanutbutter goodness.  Eye on the time.  You won't be worrying about it afterwards.  

The thc in the bud properly vapourizes into the surrounding nutella, peanut butter, olive oil is best, but I've used bacon fat with a more interesting outcome that was surprisingly good.  Spicey, salty chocolate peanut butter cup.  The key to it is fat.  The THC binds to it. doesn't really care what type either so if you are stricit on it, Olive oil gives it a more amplified spicy flavor, like fresh basil and mint in Tabouli.  Chocolate works well with that.

If you have shingles or you are going to get shingles.  This is a great way to manage pain.  Doctors in Canada have nearly given up on the zombie pills because they are far too strong and most folks want the independance to putter and do stuff with their day.  BTW no driving and don't go into a grocery store alone or you're walking out with two bags of shit you shouldn't be eating.  

These helped my Dad through his past outbreaks of shingles and the pain relief lasts for about six hours.  Take one when you feel the itch of pain an hour before hand.  If you are planning on making these please make sure you talk with a doctor first.  This opens up blood vessels and will mess with some heart medications.  So check first.

Mon, 02/11/2013 - 17:37 | 3234765 Whiteshadowmovement
Whiteshadowmovement's picture

yeah easiest way that works is if you grind up a handful and then put it in a pressure cooker, then add honey liberally (should be well covered), then some milk and lastly strong piping hot tea (about 2 liters). The milk and the honey are needed to add viscosity and bring up boiling temp closer to THC activation temp. Seal up the pressure cooker, boil on high and after 20 mins voila! Strain it out, bottle it, itll be good in the fridge for 2-3 days

Mon, 02/11/2013 - 17:11 | 3234675 samcontrol
samcontrol's picture

yes the smoke can give you throat cancer ......

BUT i have smoked several times daily for over 25 years, i guess i self medicated due to add. I also smoked cigarettes for 18 years, i stopped...I am in great health at age 44. Smoke more dope than ever.

My best friend age 40 lives in the US and has NEVER smoked. He is battling cancer all over.... for now a miracle.
Rumor here in south america is that 1 out of every three american has or will have cancer...

It is about time Tyler chats about these topics while we wait....

OT bought phys,ag and exk at the close.

Mon, 02/11/2013 - 17:15 | 3234699 slyhill
slyhill's picture

Yea right. And one out of three phys holders will have a boating accident. 

Mon, 02/11/2013 - 17:43 | 3234784 samcontrol
samcontrol's picture

phys is a sprott fund, but i guess you know that.

Mon, 02/11/2013 - 16:07 | 3234439 Silver Bug
Silver Bug's picture

Cost push inflation continues. We ain't seen nothing yet.

Tue, 02/12/2013 - 07:00 | 3236104 ozzz169
ozzz169's picture

sorry tyler, but 45 to 42 is not 3% but 6.67%  inflation of price (or deflation of quality)

Tue, 02/12/2013 - 07:02 | 3236105 ozzz169
ozzz169's picture

sorry tyler, but 45 to 42 is not 3% but 6.67%  inflation of price (or deflation of quality)

Sun, 02/17/2013 - 20:58 | 3252049 Colonel Klink
Colonel Klink's picture

In other news, Maker's Mark has decided to keep their 90 proof content.

Who'd a thunk it, dumbasses can learn!

Mon, 02/11/2013 - 15:48 | 3234340 Seasmoke
Seasmoke's picture

Fuck you Jim Beam (and you too, Rob Samuels)

Mon, 02/11/2013 - 15:48 | 3234341 PUD
PUD's picture


Mon, 02/11/2013 - 16:20 | 3234505 debtor of last ...
debtor of last resort's picture


Mon, 02/11/2013 - 15:50 | 3234346 EscapeKey
EscapeKey's picture

John Smith's, which is marketed as a "no-nonsense ale", did exactly this recently:


Mon, 02/11/2013 - 18:12 | 3234866 jmcadg
jmcadg's picture

John Smith's is nasty cheap shit anyway, not worthy of the name ale. It's Carling Black Label for ale drinkers.

I'm sure you don't drink such crap anyway EscapeKey.

Grab some Youngs Special or Fuller's London Pride or Ringwood 49er or Badger's Tanglefoot that'll do you right.

Tue, 02/12/2013 - 00:31 | 3235753 Parrotile
Parrotile's picture

Never been a Fuller's fan. Badgers is good (ALL their brews are good), as are all the draught Ringwood ales (available locally only). Other greats must include Wadworths 6X, Speckled Hen, most of the microbrewer products (e.g. Roger & Out), and in the "Mainstream", Directors, and Courage's Imperial Russian Stout (which may no longer be available, but at the time was the strongest non-Microbrew ale in the UK (the strongest was Roger & Out).

No wonder I'm a touch cirrhotic . . . . .

Mon, 02/11/2013 - 15:49 | 3234347 Larry Dallas
Larry Dallas's picture

It's pathetic. I hope they get the New Coke blowback.

Makers is good, but there are others for the price that are just as good.

Mon, 02/11/2013 - 16:27 | 3234532 a growing concern
a growing concern's picture

What else is good in that price? Always looking for a good recommendation.

Mon, 02/11/2013 - 17:20 | 3234710 Ljoot
Ljoot's picture

Bushmill shots and a case of Rolling Rock.


Mon, 02/11/2013 - 16:37 | 3234572 1100-TACTICAL-12
1100-TACTICAL-12's picture

partial to Canadian Mist myself.

Mon, 02/11/2013 - 15:49 | 3234351 eddymunster
eddymunster's picture

 Forget MM, fear the BIRD!

Mon, 02/11/2013 - 16:13 | 3234474 Big Corked Boots
Big Corked Boots's picture

Yeah, the bird's in my post-2008 budget.


Mon, 02/11/2013 - 16:42 | 3234589 1100-TACTICAL-12
1100-TACTICAL-12's picture

" When the word was Thunderbird, and the price was 40 twice"

Billy Joe Shaver

Mon, 02/11/2013 - 16:46 | 3234603 Buckaroo Banzai
Buckaroo Banzai's picture

What's the word?


What's the jive?

Bird's alive!

What's the price?

Thirty twice!

How's it sold?

Good and cold!

Mon, 02/11/2013 - 15:50 | 3234353 earleflorida
earleflorida's picture


Tue, 02/12/2013 - 00:56 | 3235823 Lord Of Finance
Lord Of Finance's picture




Aristotle, Aristotle was a bugger for the bottle


and Hobbes was fond of his dram


and Rene Descartes was a drunken fart:

    "I drink therefore, I am"


                       courtesy of Monte Pythons: Philosopher drinking song

Mon, 02/11/2013 - 15:50 | 3234358 Mr Lennon Hendrix
Mr Lennon Hendrix's picture

I've never liked Makers anyway.

Give me Buffalo Trace instead, please.


Mon, 02/11/2013 - 15:50 | 3234360 SilverRhino
SilverRhino's picture

90 proof to 84 proof.  Works.  

In my experience the flavors of the 80 proof whiskeys are better than the 90 proofs.   

Woodford Reserve and 40 Creek Double Barrel Reserve all the way.   



Mon, 02/11/2013 - 15:53 | 3234373 Seasmoke
Seasmoke's picture

i believe, WR is a 90 proof

Mon, 02/11/2013 - 15:55 | 3234389 SilverRhino
SilverRhino's picture

Damn,  just checked.   45.2% ABV .... guess I'm gonna shut the fuck up for now.   :) 

Mon, 02/11/2013 - 16:24 | 3234526 DaveyJones
DaveyJones's picture

It's good to do the math before you start drinking

Mon, 02/11/2013 - 16:32 | 3234548 redpill
redpill's picture

It's easier to count when you see two of everything.


I can't stand WR.  When I want a slightly nicer bourbon I'll have Knob Creek or Booker's.

Mon, 02/11/2013 - 16:14 | 3234479 lemonobrien
lemonobrien's picture

you're kinda stupid... lower alcohol means poor quality. it takes/spends less time in the barrel and you have to drink more. also, they probably add artifical this and that to make it taste good.

Mon, 02/11/2013 - 16:45 | 3234597 secret_sam
secret_sam's picture

Alcohol content doesn't really have much to do with the time in the barrel.  You distill to a proof level well above the level you're going to bottle at, then the stuff that comes out of the barrel is diluted with water.

In theory, if you put an overproof distillate into a barrel and just waited, the alcohol level would very gradually DROP over time, because the alcohol evaporates a bit more quickly than the water.

But that's not how the process works,'re wrong.

Mon, 02/11/2013 - 17:37 | 3234761 lemonobrien
lemonobrien's picture

i only drink stuff with the barrel number on it.

Mon, 02/11/2013 - 18:05 | 3234848 JohnG
JohnG's picture

That's called the "Angel's Share."

Mon, 02/11/2013 - 17:47 | 3234793 SilverRhino
SilverRhino's picture

I may not be able to remember the fucking label on my favorite whiskey, but I am quite aware of how distillation works.   Lower alcohol does NOT mean less time in the barrel you fucking moron.  

How else can you explain high proof rum (Sailor Jerry 92 proof) which is not aged much compared to some of the 12 year single malt scotches which are only 80 proof?   (and yes there are high proof scotches as well)

Mon, 02/11/2013 - 18:10 | 3234860 Zap Powerz
Zap Powerz's picture

I refuse to drink anything less than 18 years old.

Mon, 02/11/2013 - 16:15 | 3234487 RSBriggs
RSBriggs's picture

There's a Big difference between 90 proof and 84 proof that everyone is missing.  90 proof burns, 84 proof has too much water and won't - hold a lighter over a recently empty and you'll see the difference. 

Can't use anything less than 90 proof for flambe's or...  making molotov cocktails. 

Tue, 02/12/2013 - 00:35 | 3235771 Parrotile
Parrotile's picture

Molotov Cocktails with Scotch? Seems a bit of a waste to me.

Tell you what, you send me your Eths and I'll send you some nice petrol - burns far better y'know.

I'll willingly pay for the freight too . . . . .

Mon, 02/11/2013 - 16:55 | 3234637 SubjectivObject
SubjectivObject's picture

Yeeaah! 40 Creek.   Found it all by my lonesome. 

Over ice is all that's needed, though smooth wihen strait too, when impatience has the moment.

One of those rare instances where a random trial nets fab results. 

This, and copious water, is what i take into the hills for a walkabout.

Mon, 02/11/2013 - 15:53 | 3234363 Seasmoke
Seasmoke's picture

told you my plan was to stock up on 500 bottles of Makers Mark before the end of year.......Didnt even see the 84% proof coming.....Do not think i will come close now, but its a good lesson, to buy gold and silver, while they still are giving u the opportunity , until its too late

Mon, 02/11/2013 - 16:10 | 3234456 ATM
ATM's picture

What eill that do? It will be gone in a year and a half.

Mon, 02/11/2013 - 16:48 | 3234609 Whiteshadowmovement
Whiteshadowmovement's picture

Hey seasmoke, I wanna commend you- I think that is a brilliant idea and will prove to be a good investment. Lots of people talk about the barter economy, well if youve ever seen real black market bartering in action- nothing is higher on the list than sealed bottles of high quality spirits. All things considered think of how dirt cheap it is: 

A case of 6 (1.75l) bottles will cost you: $268.50, in other words $25.57 per liter. Or to put it another way, 1 oz of gold currently buys 64.5 liters (enough to fill the tank in a large car) of liquid gold!

Mon, 02/11/2013 - 17:14 | 3234696 samcontrol
samcontrol's picture

so how many bottles for a couple million bucks?

convenient....and practical..

Mon, 02/11/2013 - 17:25 | 3234718 Whiteshadowmovement
Whiteshadowmovement's picture

well i think there are better ideas for $1m, but still think in the grand scheme of things for about $116k (and thats list, one imagines a lot order like that would be even cheaper), or 70 oz gold coins, you can buy an entire lifetime supply of liquid gold assuming you drink 250ml each and every day for the next 50 years!

Mon, 02/11/2013 - 17:27 | 3234736 samcontrol
samcontrol's picture

thanks for doing the math but i was kidding...i buy wines..

i live in Argentina so physical is OFTEN an issue.

i did get my hand or bucket better said of silver pop corn like 6 years ago ,,,

i guess next trip to Miami i'll get gold.
Advice on how and where guys?

Mon, 02/11/2013 - 17:32 | 3234747 Whiteshadowmovement
Whiteshadowmovement's picture

Oh cool, I live on the other side of the pond in Cape Town, how is the wine market over there? In South Africa the wine market is flooded, production was out of control for the past few years and a few export markets went soft and so now local markets are flooded and you can buy good quality wines DIRT cheap ($5-10 for a really good bottle, $20-50 for exceptional vintages). I have been stocking my cellar for the past few years buying cases here and there.

Mon, 02/11/2013 - 17:39 | 3234772 samcontrol
samcontrol's picture

sounds the same as here. the peso has collapsed so in dollar terms it is similar ,, very,, now it depends on your " good and exceptional" and mine...

i guess in the local specialty ,"malbec" exceptional quality can be found for $50.

i suppose same there with SA special it white? i really forgot , excuse the ignorance.

Mon, 02/11/2013 - 17:51 | 3234797 Whiteshadowmovement
Whiteshadowmovement's picture

yes the red cultivar unique to SA is pinotage, very similar to Malbec, although Malbec tastes a bit more like Cab Sav. We also make really really good cabs, awesome shiraz and also good merlots (although I am not a merlot fan). In terms of white we mainly do chardonnay but around the cape you will see every kind. My favorite vineyard for whites in case you ever spot in in Argentina:

Our real speciality is what is called Vin de Constance, its a dessert wine made on the original governors estate and was Napoleons favorite wine in the early 1800s, he drank it even on his death bed.

A bottle of this is around $45 now (our exchange rate is also deliciously weak but not quite like you guys).

Most wines of recent vintage are so cheap now (especially if you buy them at auction directly at the vineyard as they clear inventory) that I can buy like a 95-pt wine for $10 or less depending on how many cases. The more famous vintages are between $20-50 of the top labels


Tue, 02/12/2013 - 00:45 | 3235790 Parrotile
Parrotile's picture

Great Constantia used to run accommodation packages not so long ago, either on-site, or en route to Hout Bay. They DO produce EXCELLENT wines, but our best experiences were in Stellenbosch, Paarl, Worcester, and Boschendahl (where we spent an "alcoholocally hazy" but wonderfully memorable Christmas years ago!) Boschendahl was always famous for its whites, but they did start to produce some very good reds too (e.g. their Lanoy).

Just cannot get any decent SA wines in Australia - or any other non- NZ or Aussie wines for that matter.



Mon, 02/11/2013 - 18:00 | 3234837 Panafrican Funk...
Panafrican Funktron Robot's picture

Liquor is one of my hedges.  Shooters/fifths in paritcular would have good fungibility.  I tend to stock up on vodka, but it doesn't really matter either way.  It has good medicinal uses as a disinfectant as well.  

Mon, 02/11/2013 - 18:22 | 3234895 massbytes
massbytes's picture

My plan also.  I will re-double my efforts.  Crown, Knob Creek, Tanguray, and some good tequilas. Doesn't ruin, barterable, and fun to party with.  But, as mentioned above, the Discovery Channel has opened my eyes to other ways :)

Mon, 02/11/2013 - 15:53 | 3234372 AngryGerman
AngryGerman's picture

so that's why the pope took his hat! he didn't want to do the job on just 42%

Mon, 02/11/2013 - 17:31 | 3234746 samcontrol
samcontrol's picture

nice rack. the next pope will be Argentine.

Mon, 02/11/2013 - 15:53 | 3234375 DoChenRollingBearing
DoChenRollingBearing's picture

Drinking less (or none!) works in a bad economy, saves real money.

Mon, 02/11/2013 - 17:09 | 3234678 seek
seek's picture

Tapped into the mean streak of disillusionment there, DoChen!

Mon, 02/11/2013 - 17:09 | 3234679 yabyum
yabyum's picture

Dochen, having a snort even in bad times is better for you than the mass of pharmaceuticals the TPTB would have you ingest.

Mon, 02/11/2013 - 17:19 | 3234709 slyhill
slyhill's picture

Why bother?

Mon, 02/11/2013 - 15:54 | 3234376 Bam_Man
Bam_Man's picture

They'll just have to change the slogan to -

 "It used to taste expensive, but still is".

Mon, 02/11/2013 - 15:55 | 3234380 NRGIsFree
NRGIsFree's picture

The product call sign, "It is what it isn't." I am so confused. It isn't more water or it is?

Mon, 02/11/2013 - 15:56 | 3234393 Bam_Man
Bam_Man's picture

Or maybe the slogan will be -

"It only tastes cheap."

Mon, 02/11/2013 - 16:09 | 3234450 youngman
youngman's picture

Or maybe...." its the water...more of it"

or "less hangover"

or " you buy if for the pretty bottle anyway"

Mon, 02/11/2013 - 16:41 | 3234585 insanelysane
insanelysane's picture

Water is the new tungsten.

Tue, 02/12/2013 - 01:04 | 3235843 TBT or not TBT
TBT or not TBT's picture

"Profitol" is a chemical industry insiders' joke name for H2O.   Much cheaper than tungsten.    The planet is on average a couple miles deep in it.

Mon, 02/11/2013 - 15:55 | 3234381 Bam_Man
Bam_Man's picture

The new stuff won't wear out your liver as fast. It's for your own good.

Mon, 02/11/2013 - 16:40 | 3234578 SmallerGovNow2
SmallerGovNow2's picture

I +1 for you but you starting to sound like Mayor Bloomberg and the 16 oz coke thingy...

Mon, 02/11/2013 - 15:55 | 3234391 nobusiness
nobusiness's picture

I only buy George Washington's official moon shine receipe now.  got to love Discovery channel

Mon, 02/11/2013 - 15:57 | 3234396 Neethgie
Neethgie's picture

I would wager we will see synthetic alcohol and alcohol substitutes it's gonna get nasty eating horse is the tip of a very disgusting iceberg, btw americA whilst you laugh at us for eating horse I doubt it's just a European problem

Mon, 02/11/2013 - 16:01 | 3234411 NRGIsFree
NRGIsFree's picture

We all eat pieces of bankster shit for breakfast.

Tue, 02/12/2013 - 00:53 | 3235811 Parrotile
Parrotile's picture

I had "genuine horse" whist in France. Actually very nice (and supposed to be as healthy as Kangaroo or Ostrich). The very yellow fat was a bit sttrange, but the flavour was pretty OK.

"Down Under", farmed Ostrich and Kangaroo are popular (and very good for you). Unfortunately with Aussies not being the World's better drivers (OK we're probably the worst!), road-kill of the wildlife is a problem outside metropolitan areas, so if one's doing "Roo Steaks" or sausages / burgers, it's regarded as rather bad taste to announce to your overseas guests your intention to "slap some roadkill on the Barbie, Mate"!

Mon, 02/11/2013 - 15:58 | 3234400 resurger
resurger's picture

Soon it will be suitable for kids.

Mon, 02/11/2013 - 15:59 | 3234402 oddjob
oddjob's picture

12 rolls = 24 rolls is the new math.


Mon, 02/11/2013 - 16:00 | 3234407 haskelslocal
haskelslocal's picture

I've got an idea...

Let's build a world where we over fish the oceans, pack every supermarket with an over-abundance of every fish from the sea and then throw 50% of it away from spoilage!

Nothing knew here. This ingredient shortage WILL include a 3% bump INCLUDED with the inflationary reduction in content.


Mon, 02/11/2013 - 16:00 | 3234408 cxl9
cxl9's picture

will drop its alcohol content by three per cent.

That's not 3 percent. It's 3 points. From 45 to 42 is almost 7%.


Mon, 02/11/2013 - 16:04 | 3234425 Seasmoke
Seasmoke's picture

+.0666 %.......How interesting

Mon, 02/11/2013 - 16:48 | 3234608 ParkAveFlasher
ParkAveFlasher's picture

If I see that number again, I'm going to crap my pants.

Mon, 02/11/2013 - 16:01 | 3234413 trendybull459
trendybull459's picture

its not about % of alckohol in brands,its about sales,the years was very productive for grapes and corn,many rains,still this is a usual product which can not play as gold/silver/oil,its a real demand if people depressed,but problem is that problems of depressions and it costs were back in 20years some 20dollars,now you just can not let yourself to drink,they will take you into jail for working for them for free,this is their purpose,costs of the leaving such skyrocket that stupid wine producing stuff do not get that lowering alckohol % is not a catchup clients/consumers,opposite-hike it up,accelerate,because your sales gonna fall soon and you need to pay business expenses to those who depressed your potential consumers so much that they can not afford even lower grade alckhol,:)))))) because they doing it at high itself! visit our new page,vote for FED pool:

Mon, 02/11/2013 - 16:29 | 3234543 XitSam
XitSam's picture

That may be the longest sentence I've ever seen.

Tue, 02/12/2013 - 00:56 | 3235821 Parrotile
Parrotile's picture

The World's longest one-word sentence - Marriage!!

Mon, 02/11/2013 - 16:08 | 3234415 Kaiser Sousa
Kaiser Sousa's picture

now its really on...

first my Ruffles....and now a mother fuckers' drank....

somebody's is definetly gonna get got...


disclaimer: laughing to keep from cryin.....

Mon, 02/11/2013 - 16:02 | 3234416 Whiteshadowmovement
Whiteshadowmovement's picture

One reason I really like Brown Forman as a stock: Bourbon and Tennessee whiskey must be aged for at least two years- consequently, roughly half of the company's inventories are barreled whiskeys waiting to mature, which provides the company with opportunity to smooth out commodity inflation with steadily increasing prices, which should be no problem because global consumption for Jack Daniel's has steadily grown from 6.5 million cases in 2002 to 11.7 million cases in fiscal 2012. Their #1 input cost is water other than marketing

Mon, 02/11/2013 - 16:14 | 3234478 ziggy59
ziggy59's picture

Isnt grain used to make their mash?

Mon, 02/11/2013 - 16:34 | 3234504 Whiteshadowmovement
Whiteshadowmovement's picture

Yes it is, and youll find if you go through their earnings report they spend about as much on grains as they do glass and fuel. And as Ive mentioned, if any of these commodity costs rise (also involves wood, agave etc) then BF has most of its inventory in future demand and so can raise prices (in which case hard alcohol (BF spirits in particular) prices will most likely rise faster than the input costs as beer companies also need to raise prices given that they are far more dependent on grains than BF). they also have some wine assets (korbel champagne) but they are in the process of divesting from the wine business completely

Mon, 02/11/2013 - 16:02 | 3234420 Colonel Klink
Colonel Klink's picture

Maybe they should just rename it to Mammon Mark.  If you're compromising on quality, you're compromising on the integrity of the product.  What's next, Jack Daniels moving to become Jackie Daniels, 1/2 the taste and no balls.


Mon, 02/11/2013 - 16:03 | 3234422 rahbii
rahbii's picture

bulleit is better


as in "Oh shit, we were supposed to buy those?" - DHS

Mon, 02/11/2013 - 16:05 | 3234428 Teamtc321
Teamtc321's picture

Speaking of a subway 12"er. My slam bitch is 9" and no matter how I try to hyper-inflate to 12", it ain't going to happen. Maybe good ol' stealth inflation will sneek it's way into my "All Beef" product. 


That's my mfer for the day ............

Mon, 02/11/2013 - 16:05 | 3234430 youngman
youngman's picture

Bookers baby.....

Maybe Makers Markdown can have a new drink...with the NEW COKE....and call it the MARKETING FAILURE

Mon, 02/11/2013 - 16:05 | 3234433 TahoeBilly2012
TahoeBilly2012's picture

I am on the wagon so I will let you rednecks drink up that corn liquor...eeesh. Scotch might be boring but at least it aint made from CORN!


Mon, 02/11/2013 - 16:13 | 3234477 ATM
ATM's picture

It is made of corn to a Scotsman.

Mon, 02/11/2013 - 19:14 | 3235011 css1971
css1971's picture

As a Scotsman, I'm more horrified by the talk of whisky aged for only 3 years... WTF?

Tue, 02/12/2013 - 01:03 | 3235840 Parrotile
Parrotile's picture

I'm not exactly enamoured with blended malts either (although I'll admit the 25 year old Chivas Regal is pretty good).

To keep in the good books of my old Boss (dead but never forgotten) it'll have to be an Islay single malt. Surgeon-Captain McLeod would expect nothing less.


Mon, 02/11/2013 - 16:07 | 3234441 gould's fisker
gould's fisker's picture

In a year when you go out to buy a watermelon you'll come home with a green jellybean.

Mon, 02/11/2013 - 16:10 | 3234449 yogibear
yogibear's picture

Oh, but it doesn't count as inflayion.


NY Fed William Dudley: But iPODs are getting cheaper.

Mon, 02/11/2013 - 16:09 | 3234451 Winston Churchill
Winston Churchill's picture

Just  rebrand it as "assault Bourbon",and charge whatever you want.

Adulteration is the hallmark of banana republics.

Mon, 02/11/2013 - 16:09 | 3234453 Diamond Jim
Diamond Jim's picture

COMRADES.....State vodka for all

Mon, 02/11/2013 - 16:10 | 3234460 ebworthen
ebworthen's picture

Old Grand Dad is better Bourbon anyways and a much more realistic price.

And, why can't Maker's Mark get rid of the red wax seal instead of cutting the quality?

I'm sure the answer is that appearances are more important than reality in today's world.

Mon, 02/11/2013 - 19:13 | 3235006 bank guy in Brussels
bank guy in Brussels's picture

Yes, Old Grand Dad 114 'Barrel Proof' ... 57% alcohol ... as reviewed by a UK purveyor:

« A full-proof version of this classic rye-tinged bourbon. Unbelievably smooth for a spirit of this strength, Old Grand Dad 114 will put hairs on your chest. »

Also referred to in that great hit song by George Thorogood and the Destroyers, 'I Drink Alone' ...

« ...When I drink alone, I prefer to be by myself ... The only one who'll hang out with me, is my dear old Grand Dad »


Mon, 02/11/2013 - 16:12 | 3234466 ziggy59
ziggy59's picture

Hmmm. A 3% drop is a 3/45*100= 6.7% drop...

Again, Yogi Berra economy...

Less is more ...


Theres no inflation, just everything costs more

Mon, 02/11/2013 - 16:13 | 3234471 FunkyOldGeezer
FunkyOldGeezer's picture

Obviously quantity wins over quality for the amkers of this product. Surely, a less readily available product would allow a price hike that would have kept profits up AND allowed them to keep their integrity and reputation intact.

Strange decision.


Mon, 02/11/2013 - 16:13 | 3234476 aerojet
aerojet's picture

I toured some Kentucky bourbon distilleries in the past  couple of years.  Wild  Turkey didn't come right out and say they water down the bourbon, they make it sound like it's about meeting proof levels and such, but basically anytime they add water after distillation, that's what they're doing.  Their processes differ slightly from distillery to distillery, but they are all pushing the limits due to cost, just like ALL companies involved in food and beverage distribution.  The plan goes something like:  Smaller size (remove a pickle from the jar), add fillers (water it down, add sawdust, whatever), fuck with the packaging to make it smaller but not appear smaller (ice cream, wine bottles with big punts), confuse people with too many choices (pasta sizes and prices).  It's all been part of the game for a long, long time, now, but it's just becoming harder to hide now.

Mon, 02/11/2013 - 16:59 | 3234653 secret_sam
secret_sam's picture

This just isn't TRUE.  The stuff you get out of the distillation process will be 160 to 195 proof.  Proofs at that level are basically UNDRINKABLE.

Virtually ALL hard spirits are "diluted" after distillation and before bottling.  The higher-proof stuff is aged because the alcohol helps dissolve the wood-oils and such from the barrels, but it's ALWAYS cut before bottling if it's intended for drinking neat.

Sheesh, how hard it is it to check a fact once in awhile?

Mon, 02/11/2013 - 17:15 | 3234700 ebworthen
ebworthen's picture

True that:

Minimum three years aging for whiskey in wood barrels.

I'd bet that Maker's Mark doesn't have enough to meet demand, so they are watering it down and the price will remain the same.  They could ramp up production but it will be 3-7 years before it is ready.

I'd bet they calculated demand, then looked at how much stock they had, then calculated how much they would need to water down the final product to still get it on the shelf.

Mon, 02/11/2013 - 18:58 | 3234977 css1971
css1971's picture

You put it in a barrel and leave it for a dozen years. The alcohol evaporates (the angel's share) and declines to a bit above the levels you see on the bottle. Then they dilute it to the % you see on the bottle.

They're changing the % you see on the bottle so they can sell more bottles. That's inflation my son.

Mon, 02/11/2013 - 16:14 | 3234481 mercenaryomics
mercenaryomics's picture

As long as my 101 stays 101 I'll survive. "Wild Turkey 94" just doesn't have that same ring. 

Mon, 02/11/2013 - 16:16 | 3234489 TrumpXVI
TrumpXVI's picture

I've settled on Knob Creek for now.  Beam hasn't screwed that up.....yet.

Mon, 02/11/2013 - 16:21 | 3234515 Hedgetard55
Hedgetard55's picture

Ten High is the shnizzle. $8 a fifth and it does the trick.

Mon, 02/11/2013 - 17:21 | 3234712 ebworthen
ebworthen's picture

I worked in a liquor store back in the day and one of the reps who had been in the business a long time said they bottled some of the same stuff under different names and labels to maximize profit because of demand and the high taxes on high dollar stuff.

He swore that Johnny Walker put some of the same whiskey into Scoresby's because they paid much lower taxes on the Scoresby's and sold a higher volume.

Mon, 02/11/2013 - 17:41 | 3234779 Umh
Umh's picture

The U.S. government tax is based on 100 proof gallon equivalents. Some states tax based on cost.

Mon, 02/11/2013 - 18:49 | 3234956 css1971
css1971's picture

Johnnie Walker's a brand owned by Diageo and a blend so it'll be made up with whatever is cheapest at the time. i.e. the proportions of the malts they use will change slightly. Scoresby, I hadn't heard of,  is also a Diageo brand but it looks like they use whisky aged ~3 years (wow I didn't think they sold that stuff). Scoresby will be much lighter in colour and flavour and will probably rip your throat out as soon as you look at it. It's cheaper because it hasn't been sitting in a cask for 12 years as a single (anything younger tends to be rough).

I try to avoid Diageo, they deal in "strategic brands" rather than whiskys, who trusts people that talk like that? Having said that, their Singleton of Dufftown is a very drinkable 12 year old single malt and easier to get internationally than say Balvenie or Old Pulteney which are also both very drinkable.

Mon, 02/11/2013 - 16:26 | 3234530 SillySalesmanQu...
SillySalesmanQuestion's picture

Hmmm...seems to be a recurring theme here, Decrease quality, decreased demand, decreased sales, decreased profits, decreased wages, close the company, pack up and ship company to China.

Mon, 02/11/2013 - 16:27 | 3234538 Jack Sheet
Jack Sheet's picture

Tell it to EconfuckingMatters and Rick Ackermann.

Mon, 02/11/2013 - 16:31 | 3234553 SmallerGovNow2
SmallerGovNow2's picture

You don't know Jack Sheet (bet you've never heard that one before)...  sarc off...

Mon, 02/11/2013 - 18:42 | 3234946 Jack Sheet
Jack Sheet's picture

The user name reflects the extent of my formal training in that eminent academic discipline, Economics.

Mon, 02/11/2013 - 16:31 | 3234550 Dewey Cheatum Howe
Dewey Cheatum Howe's picture

Go long moonshine.

Mon, 02/11/2013 - 16:38 | 3234568 Pairadimes
Pairadimes's picture

Stupid bastards. Must be an old GM accountant running the show over there.  Time to put four cylinder Chevy engines in Cadillacs again - what could possibly go wrong?

Evan Williams black label is almost as good at half the price anyway.

Mon, 02/11/2013 - 16:36 | 3234569 gamera9
gamera9's picture

But they will raise it back up again when unemployment hits 6.5%, right?

Mon, 02/11/2013 - 16:37 | 3234571 Agent 440
Agent 440's picture

Ha. My mother-in-law runs a still. God bless her. : )

Mon, 02/11/2013 - 16:41 | 3234582 Super Broccoli
Super Broccoli's picture

i can't wait to enjoy a horsmeat 11 inches sandwitch with my close to be Bourbon for only 2 trillions dollars i could somehow pay with my 257th credit card !

Mon, 02/11/2013 - 16:41 | 3234584 Dr. Engali
Dr. Engali's picture

I don't like Makers Mark so no biggie to me... Now if Crown starts following suit then I'm going to be pissed.

Mon, 02/11/2013 - 18:06 | 3234852 Carl Spackler
Carl Spackler's picture


If bourbon is part of the program tonight, I've got my B. Hayden's and Angel's Envy.

I've no need for Makers Mark.

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