October 31, 2022
Even categories that champion high-octane ABVs are lured by the appeal of lower proof. Generally, whiskey makers tend to take a more-is-more approach to proof, with ABVs inching up to a chest burning 60%. "I think the days of 'high-proof equals high value' marketing are waning,"says Laura Unterberg at The Fox Bar & Cocktail Club in Nashville. "Maybe lower proof spirits are a natural next step for distillers looking to experiment."