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


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.


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


Absinthe, Whisky, White Russian & Habanero Tequila Flavored Lollipops


While the Absinthe-flavored lollipops won’t make you see fairies, they only taste like booze (unfortunately), they do make for an excellent replacement when you run out of tiny umbrellas or could even make for novelty chasers when throwing back actual doses of Absinthe.


The Whisky Water Trick — Amazing To Everyone But Scientists [VIDEO]

This is the Whisky Water trick. I want to tell you more about it, but it will detract from the really, really cool video that Casey Neistat has put forth. For those who understand the mechanics behind alcohol and water density, this won’t blow you away.

For everyone else who spent their science class days catching up on sleep and playing asteriods on their graphing calculator, this awesome video is for you:


Alcohol-free Whisky Is Now a Real Thing

This month will see the launch of ArKay, what the brand claims is the first alcohol-free whisky in the world. The company’s press release carries the slogan “Don’t Drink and Drive, Unless it’s ArKay!” and boasts an “exceptional taste of whisky without the alcohol.”

The drink, that’s also certified Halal, was designed to allow anyone with medical conditions or with religious beliefs to drink without guilt. ArKay claims to look and taste exactly like traditional whisky, but that’s a huge claim that we’ve yet to test beyond the marketing materials.

We’re going to try and get a taste of this goodness, but it looks like it’s pre-order only right now. We’ll let you know if anything new comes up.



Drunk Shortbread Cookies

Gurabii (Goo-rah-bee) is a shortbread type kolache, or cookie, made with a nice amount of butter, powdered sugar, and a splash of whisky. This cookie is a traditional Macedonian treat and it usually makes its appearance on special occasions; Saint Patron days, Name days, holidays, etc…

Gurabii evoke pleasant memories. They take me back to when Mom would so sternly tell us that we couldn’t have any until they cooled down – what she meant was that we couldn’t have any until the guests arrived. Then as soon as she took them out of the oven my sister and I would sneak right behind her, grab a cookie, giggle and run as we tossed it from one hand to the other because it was so hot! But we didn’t care – we would do whatever it took to have some of that crumbly deliciousness…mmm! (Recipe @ Diethood)