Maker's Mark Listens to Social Media Outcry, Won't Dilute Its Bourbon

Maker’s Mark Listens to Social Media Outcry, Won’t Dilute Its Bourbon

February 17, 2013 // 7:46 pm // By: Charisma Madarang

MakersMark

In what seems to be either a clever marketing play or a genuine concern for its die-hard bourbon drinkers, Maker’s Mark is reversing its decision to go from 45% Alcohol by Volume (ABV) to 42% (90 proof to 84 proof).

The announcement was made this morning, February 17 at 8:52 am via Twitter.

makers-mark-tweet

The decision to keep the purity of its bourbon goes to show the social media power consumers hold. Fans of the beloved whiskey took to both Twitter and Facebook to protest, the news of the impending dilution being re-tweeted and shared continuously over the past week. The result? An apology on both the company’s site and Facebook fan page. Here’s a snippet below from Rob Samuels and Bill Samuels, Jr of Maker’s Mark:

Dear Friends,

Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.

You spoke. We listened. And we’re sincerely sorry we let you down.

So effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning.

However, the company is still faced with their initial problem of being unable to keep up with the increased demand for bourbon, which has led to shortages of the liquor in some markets. From here, we can imagine two routes: 1) Maker’s Mark will either risk their status as a go-to, affordable bourbon brand and raise prices, or 2) find a less offensive way to produce their whiskey is larger amounts. Of course, there’s always the option of riding the wave, dealing with the shortages and keeping prices where they’re at, which would be the ideal, unlikely 3rd option.

H/T + PicThx Washington Post

Charisma MadarangTwitterFacebook

Charisma has an undying love for gritty literature and drinks coffee like water. She also hails from Toronto, Canada and is a die-hard Maple Leafs fan, sigh.

In this article: bourbon • maker's mark • whiskey • whisky

amanos

The same thing happened to the single malt Scotch company Oban, after the growing popularity of their 14 year old scotch left them with a shortage, they merely reduced supply, leaving more of the product in cask longer and producing a rare, and considerably more expensive, 18 year old batch that sold well. People are willing to wait for what they consider quality, fooling with a distillation process is a sure-fire way to lose consumers. I enjoyed your post, and look forward to reading more of your work.