Contradiction Bourbon (Smooth Ambler Spirits) is lowering its proof to 92 to appeal to a wider range of drinker and reducing its retail price to $39.99 to reflect the change in proof and open the brand up to a broader range of consumers and trade.
“When Contradiction was new in the market, we arrived at a retail price of $49.99 mostly based on our supply but also because we thought that price was on par with the field of premium and unique bourbons,” says Smooth Amber CEO and Head Distiller John Little. “But now we at long last find ourselves in the position where supply is beginning to open up and that, coupled with a popular request to nudge the proof down just a bit, makes lowering the price at the same time as the ABV sensible to us. Sensible and just the right thing to do.”