[dalke]

Agreed. They must have known the response from Jack Daniels going to 80 proof, and were probably informed by the New Coke reaction in the 1980s.

The stated goal was to deal with a supply shortage. They were willing to dilute their product in order to increase supply, on the premise that the taste didn't change from 90 to 84.

JD's justification for going from 90 to first 86 then 80 was that customers preferred the lower proof. JD drinkers could tell the difference but MM drinkers can't?

They had three choices: raise the price, lower the proof, or create a new line for the cheaper proof. They chose the one with the most free marketing.

I don't like being a marketing toy, and as you say, there are plenty of other bottles. When my bottle, with its pretty red wax, is finished, I won't be replacing it.