Maker's Mark: OK, We Won't Water Down the Bourbon
Because 'thousands' of you people whined about a little less alcohol
By Polly Davis Doig, Newser Staff
Posted Feb 17, 2013 1:03 PM CST
A bottle of Maker's Mark in an advertisement.   (AP Photo/Marker's Mark Distillery Inc., File)

(Newser) – Maker's Mark has heard your anguished cries, and is backing off its plan to water down its iconic bourbon. "We've been tremendously humbled over the last week or so," says Rob Samuels, the brand's COO and grandson of its founder, in announcing the move today. Faced with a product shortage, Maker's Mark had opted to cut the alcohol volume from 90 proof to 84 proof—prompting a backlash that was unfazed by the company's insistence that the taste was identical. "You spoke," tweeted the company today. "We listened."

Company President Bill Samuels says Maker's heard from "thousands and thousands of consumers," and that the general consensus was quality over quantity. "They would rather put up with the occasional supply shortage than put up with any change in their hand-made bourbon," he says. "We really made this decision after an enormous amount of thought, and we focused on the wrong things." The bourbon has to age in barrels for at least six summers, notes the AP.

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Showing 3 of 42 comments
Feb 18, 2013 7:57 AM CST
Publicity stunt
Feb 17, 2013 9:43 PM CST
Even wine makers have a bad season due to the weather and there is a shortage of grapes. Great PR by the company to get your name in the news.
Feb 17, 2013 7:21 PM CST
84 proof will get you just as loaded as 90 proof. Anyone who claims to drink alcohol only because they like the taste is lying. The ads claiming an alcoholic beverage is "refreshing" are also a load of crap; I've been so "refreshed" I couldn't stand up. The government warnings on the labels should just say "this stuff can kill you". After all, the root word of intoxication is toxin.Pair tobacco with alcohol over time and cancer results. I have seen it firsthand.