Maker's Mark to Make Its Bourbon Less Potent

To meet rising demand, it's 'watering down' bourbon

By Matt Cantor,  Newser Staff

Posted Feb 11, 2013 4:49 AM CST | Updated Feb 16, 2013 7:41 AM CST

(Newser) – Bourbon's worldwide popularity is on the rise, and with countries like Australia, Japan, and Germany clamoring for the stuff, Maker's Mark is changing its formula. In order to respond to increased demand, the firm says it's cutting the alcohol by volume by 3%—though it apparently means 3 percentage points, or a 6.7% cut in ABV, Quartz notes. That means the figure, once 45% (or 90 proof), will now be 42% (84 proof), per an email from company executives.

"We have both tasted it extensively, and it's completely consistent with the taste profile our founder/dad/grandfather, Bill Samuels Sr., created nearly 60 years ago," company heirs say. "Nothing about how we handcraft Maker’s Mark has changed," they add, per WFPL. Perhaps it's time to drink Armagnac?

In this Wednesday, April 8, 2009, photo, a bottle of Maker's Mark bourbon is dipped in red wax during a tour of the distillery in Loretto, Ky.
In this Wednesday, April 8, 2009, photo, a bottle of Maker's Mark bourbon is dipped in red wax during a tour of the distillery in Loretto, Ky.   (AP Photo/Ed Reinke)
In this screen grab provided by Maker's Mark Distillery Inc., a new advertisement is displayed.
In this screen grab provided by Maker's Mark Distillery Inc., a new advertisement is displayed.   (AP Photo/Marker's Mark Distillery Inc.)
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