Maker's Mark Goof Actually Great for Company
Sales up 44% for quarter
By Kate Seamons, Newser Staff
Posted May 6, 2013 8:31 AM CDT
This file still frame image made from video provided by Maker's Mark Distillery Inc., shows a bottle of Maker's Mark in an advertisement.   (AP Photo/Marker's Mark Distillery Inc., File)

(Newser) – Remember how America's bourbon drinkers collectively freaked out in February over the news Maker's Mark was going to water down its alcohol? Big corporate misstep? Hardly, reports Forbes. The company did an about-face within a week in an attempt to prevent a mass exodus of fans, and it appears those fans went on a bourbon-hoarding bender during those scary few days. Maker's Mark sales exploded 44% in Q1, making it the bourbon's strongest quarter ever. Fans better hope the hoarding has stopped, however: "We won't expect to see those 44% growth rates sustained throughout the year, and in fact we can't support them," says its CEO, per the Wall Street Journal.

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Showing 3 of 6 comments
Bieberforpres2016
May 6, 2013 1:38 PM CDT
A genius marketing strategy. I suspect they never intended to water it down in the first place. Free exposure all over the place and increased sales. Bravo!
Mattsky
May 6, 2013 1:28 PM CDT
There is nothing to lead me to believe that people will be drinking more of their bourbon and there is no reason for people to continue to hoard it. If both those things are true then the recent increase in sales will likely be evened out some place down the road with an equivalent drop off in sales.
rakewell
May 6, 2013 10:16 AM CDT
Wasn't the point of diluting that they don't have enough supply to meet increasing demand? So how is increased sales a good thing?