1. 42% ABV (where Maker's was headed) is fine for a mint julep. Here, Eric Felten of the WSJ gives an appropriately glowing review to Evan Wiliams based juleps.

1. 42% ABV (where Maker's was headed) is fine for a mint julep. Here, Eric Felten of the WSJ gives an appropriately glowing review to Evan Wiliams based juleps. Evan Williams is 43% ABV. (Maker's is 45%.) http://online.wsj.com/article/SB120916374801546109.html http://online.wsj.com/article/SB120916374801546109.html Yes you make it with lots of crushed ice and some branch water but that doesn't mean you need "~100 proof liquor," which is 50% ABV seen in contemporary "barrel strength" bottlings but not in any bottled whiskey available historically when the julep became popular. In other words, the julep is meant to be a little "watery," and in fact has enough water to open up the bourbon so you can more fully taste it. You might prefer it with a strong whisky but that's really an orthogonal issue as the julep became popular when made with standard strength bourbon (and anyone who wants a meaningfully potent bourbon will upgrade to barrel or cask strength anyway). 2. Other than the julep and perhaps the "whiskey highball" (not drunk nearly as much today as 50 years ago) you should not find many "bourbon drinks" with lots of ice. The most popular cocktails today made with bourbon are the Manhattan and the Old Fashioned (both arguably better with rye, but whatever). The Manhattan is traditionally served "up" (no ice); the old fashioned is properly served with either one very large cube or a few medium large cubes. Anyone serving with smaller ice (bad idea) is not going to go to the trouble of serving a 50%+ ("~100 proof") ABV barrel- or cask- strength bourbon. And anyway over proper ice a 40% ABV bourbon is just fine, thank you, in an old fashioned. Another popular bourbon drink would be the whiskey sour, served either iceless or like an old fashioned (ice wise). 3. In no way are whiskey cocktails particularly likely to be icey or watery vs cocktails made from other spirits. Gin has the Tom Collins, Gin Rickey, and Gin & Tonic, all watery enough to compete well against the julep and whiskey highball. Rum has the mojito, for which the same holds true; vodka the Moscow Mule and screwdriver. Anyway, I agree that this was a dumb move on the part of Maker's Mark, but not because it involves any actual functional issue in terms of mixing drinks. It's dumb because the brand stood for a particular flavor profile, and people paid extra to get that flavor profile, and you don't go changing it out from under them. Life is complicated enough without liquor brands getting all dynamic on us.