Maker's Mark to Make Its Bourbon Less Potent
To meet rising demand, it's 'watering down' bourbon
By Matt Cantor, Newser User
Posted Feb 11, 2013 4:49 AM CST
Updated Feb 16, 2013 7:41 AM CST
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)

(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?

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Showing 3 of 23 comments
Rembrandt_Q_Einstein
Feb 16, 2013 9:37 PM CST
Is Bourbon becoming more popular because people finally realized that Single-Malt tastes like wood alcohol?
DougMasters
Feb 16, 2013 9:20 AM CST
I like certain drinks and I dont often care about the level of alcohol in them But, if I like everything about a drink I for one wouldnt want anything about it to change.
JMF
Feb 11, 2013 9:09 PM CST
I really like MM, and this news is therefore disturbing. Once I developed a taste for good bourbons, which are almost always at least 90 proof, I found that any 80 proof whiskey (Beam, Jack) seemed to have less taste---like it had been watered down too much. MM isn't going all the way down to 80 proof, but close enough. I hope I can't tell the difference. If so, I'll stick with Wild Turkey 101, which is great bourbon, especially considering the price (a few bucks less than MM, usually). I'm not a big enough booze snob to pay for the stuff that's over $30/bottle.