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:
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