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Uproar spurs bourbon maker to reverse decision to lower alcohol content

Published: Sun, February 17, 2013 @ 5:27 p.m.

Uproar spurs bourbon maker to reverse decision to lower alcohol content

Associated Press


After backlash from customers, the producer of Maker’s Mark bourbon is reversing a decision to cut the amount of alcohol in bottles of its famous whiskey.

Rob Samuels, Maker’s Mark’s chief operating officer, said Sunday that it is restoring the alcohol volume of its product to its historic level of 45 percent, or 90 proof. Last week, it said it was lowering the amount to 42 percent, or 84 proof, because of a supply shortage.

“We’ve been tremendously humbled over the last week or so,” Samuels, grandson of the brand’s founder, said of customers’ reactions.

The brand known for its square bottles sealed in red wax has struggled to keep up with demand.


1Letstryagain(218 comments)posted 3 years, 5 months ago

Instead of villifying the company, lets look at the real problem. The company was unable to keep up with the supply demanded in the market price. They were running out of inventory.

There are two solutions, increase production and meet demand or increase prices and decrease demand. The second is better for the company as it does not require the investment necessary to increase supply.

I agree with Toycannon that it is like a formula change although the rationale for the change are quite different.

My take away from this is that companies have to realize how much consumers enjoy their product and dislike change. A second observation is that consumers do have power in the marketplace, and can influence a company's directon when thier purchasing behavior can be observed.

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