I've never before seen a flavored whiskey over 70 proof, much less more than 100 proof. The fact that this is 103 proof - you would never know by drinking it. So smooth. And mixed into cocktails is amazing. I prefer this over their BSB 60 proof version. My wife likes the 60 proof version, this 103 proof version is my "go to" now. A definite must try, even for the most discerning whiskey fan. Perfect to pass around the tailgates this football season.