Green Room

Crisis, averted: Maker’s Mark won’t be cutting down their alcohol volume

posted at 10:12 am on February 18, 2013 by

The backlash was swift and fierce. Well played, America.

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.

The unanticipated dramatic growth rate of Maker’s Mark is a good problem to have, and we appreciate some of you telling us you’d even put up with occasional shortages. We promise we’ll deal with them as best we can, as we work to expand capacity at the distillery.

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Well, I’m happy we could remind them how supply and demand worked.

Nethicus on February 18, 2013 at 10:23 AM

Availble in the 1.75 liter bottle at Sam’s Club for $38.88 plus tax…

Khun Joe on February 18, 2013 at 10:24 AM

Dodged a bullet there, huh.

Fallon on February 18, 2013 at 10:27 AM

Good on a company that listens to its customers.

22044 on February 18, 2013 at 10:34 AM

Watch you local liquor store’s shelves; Maker’s Mark is going to be in short supply, and the price will climb, since they will begin shipping more overseas where they earn a bigger margin.

TC@LeatherPenguin on February 18, 2013 at 10:37 AM

I got this from them last night. Damage done. So long Mr. Samuels – we had a good 17 years together. But, publicly admitting you’re cutting corners – not good business sense.

And when you give someone reason to shop around – you run the risk that they find a better product. Which I did.

CycloneCDB on February 18, 2013 at 10:47 AM

This was BOGUS as hell…!!!

It was a stunt, and it coincided with the first and only TV commercials I’ve ever seen for MM.

There are VERY few things cheaper than alcohol, btw.

Ragspierre on February 18, 2013 at 11:16 AM

Somebody there is cleaning out his desk as we speak.

MikeA on February 18, 2013 at 11:56 AM

Was gonna buy a few bottles of MM this week. (I bought plenty of Twinkies last year….) But right now I’m feeling so played I’ll prolly instead inveset in Kirkland brand and Buffalo Trace.

apostic on February 18, 2013 at 12:00 PM

Killary lifts her head with bloodshot eyes, smiles at hearing the news, and re-passes out.

trs on February 18, 2013 at 2:20 PM

That’s the spirit.

scrubjay on February 18, 2013 at 2:26 PM

There are VERY few things cheaper than alcohol, btw.

Ragspierre on February 18, 2013 at 11:16 AM

milk for $2.99 isn’t bad
dozen eggs for about $1.59,
loaf of bread for about $1.99

phatfawzi on February 18, 2013 at 2:34 PM

phatfawzi on February 18, 2013 at 2:34 PM

Look up the price of ethanol in bulk (which is how MM would be buying it).

Not what you pay for booze at the liqueur-city.

Ragspierre on February 18, 2013 at 3:53 PM

“Crisis, averted: Maker’s Mark won’t be cutting down their alcohol volume”

Hallelujah! Maker’s Mark is one of the few things that’s helping me survive the OBOZO dictatorship.

TeaPartyNation on February 18, 2013 at 4:33 PM

Look up the price of ethanol in bulk (which is how MM would be buying it).

Not what you pay for booze at the liqueur-city.

Ragspierre on February 18, 2013 at 3:53 PM

MM doesn’t buy ethanol. They brew it. And it has to be aged according to certain criteria in order to be called “whiskey.” The ethanol brewed at your local ethanol plant ends up in gasoline and hand sanitizer.

gryphon202 on February 19, 2013 at 10:23 AM

gryphon202 on February 19, 2013 at 10:23 AM

You are mistaken. A distiller can ad or remove ethanol (and other alcohols) to produce their product. And they do. And “ethanol” is not aged. It is the total product of the “beer”, after being distilled, that gets aged.

Remember what MM was saying it was going to do (lower their proof)? That was bogus.

Ragspierre on February 19, 2013 at 11:29 AM

You are mistaken. A distiller can ad or remove ethanol (and other alcohols) to produce their product. And they do. And “ethanol” is not aged. It is the total product of the “beer”, after being distilled, that gets aged.

Remember what MM was saying it was going to do (lower their proof)? That was bogus.

Ragspierre on February 19, 2013 at 11:29 AM

You lower the proof by adding water or shortening the distilling process. I dunno how it is in Europe, but in America, ethanol producers must either brew for food or non-food uses. They can not brew for both.

gryphon202 on February 19, 2013 at 11:58 AM

Damn good thing too!
I recently finished a bottle of MM I rec’d for Xmas. After reading their sorry recipe change the other day, I knew they would go the same way as Jack Daniels – has anyone else noticed? Jack is horrible these days.
At least they changed their minds before I too could complain.
~(Ä)~

Karl Magnus on February 19, 2013 at 12:26 PM

You lower the proof by adding water or shortening the distilling process.

Dunno where you learned your chemistry…but, wrong.

Ragspierre on February 20, 2013 at 9:25 AM