Maker's Mark to stop watering down its whiskey.

NBC News Business ^ | 2/17/13 | Brett Barrouquere - AP

[Carriage Hill]

After backlash from customers, the producer of Maker's Mark bourbon is reversing a decision to cut the amount of alcohol in bottles of its famous whiskey.

Rob Samuels, Maker's Mark's chief operating officer, said Sunday that it is restoring the alcohol volume of its product to its historic level of 45 percent, or 90 proof. Last week, it said it was lowering the amount to 42 percent, or 84 proof, because of a supply shortage.

[Carriage Hill]

"You spoke. We Listened."

[Liberty Valance]

That was fast.

[Coffee_drinker]

It's surprising they thought that we wouldn't mind.

[CodeToad]

Their customers shouldn’t have had to have spoken. Some dipweed probably thought that was a good idea to water it down. No doubt it will now hurt the brand as the comment, “Maker’s Mark? Don’t buy that crap. It’s watered down, man”, is often repeated.

[Paleo Conservative]

Again?

http://www.freerepublic.com/focus/f-news/2989505/posts

[BipolarBob]

Jack Daniels got away with it. Several groups boycotted them but they are still in business.

[Carriage Hill]

I’ve asked the AM to pull this post since it a dupe with a different title. Sorry, all...

[Clint N. Suhks]

Kentucky produces 95 percent of the world’s bourbon supply

Like Champaign, if it ain't made in Kentucky it ain't Bourbon.

[SkyDancer]

We spoke, they listened.

[mnehring]

Watering down is far worse PR wise than simply raising prices. I understand why they did it, all whiskey is cut from the barrel before bottling, but it doesn’t make good headlines.

[camle]

can anybody say ‘new coke’?

[Clint N. Suhks]

How are you supposed to know it’s the same article with a different title?

You can only search by title...

[SamAdams76]

I think Maker's Mark were noble in their intentions. They wanted to ensure their fine whiskey was available to all that wanted it and they could not meet the demand. So they watered it down more so they could sell more of it.

[Noob1999]

As a “Maker’s Mark Ambassador” (The company’s marketing tool to reward us with a annual Christmas present, and other goodies, as well as having a barrel aging with my name on it. I supported their move.

How many bourbon drinkers enjoy their Makers Mark without ice cubes?, without water?, without soda?, or other fluids?

I’ll bet not many.

Yeah, I like those first sips of my Makers Mark, full strength, but by the third sip the melting ice has taken over.

The brand is now hot. Their choice: limit output and have the retailers jack up the price, or increase supply until their aging process can keep up with demand.

[littleharbour]

I enjoy Maker’s Mark but if I want a stiff one my preference is 100 proof Knob Creek.

[leaning conservative]

I bought alcohol on Friday & I was worried that the Maker’s Mark was the watered version, so I bought a bottle of Bulliet (sp?). I haven’t tried it yet.

[Clint N. Suhks]

Not that Knob Creek is bad I prefer 100 proof Wild Turkey above all those specialty bourbons.

[Bobalu]

90 proof is awful strong.
It’s better to mix in a little cool water.

Three passes through the still corn liquor (XXX)is so powerful it is anhydrous and just pulls the water out of your tongue.. not a pleasant feeling. Strength ain’t everything.

[Washi]

I don't drink anymore but when I did, Maker's Mark was my "special occasion" choice.

Watering it down was the best business decision since "New Coke". < /s >

[Carriage Hill]

I always drank mine ‘neat’, as I did with all Bourbons, Ryes and Single Malt Scotches. Their price will rise unless the can increase output with same quality product. Conundrum.