Maker’s Mark makes u-turn on abv decision18th February, 2013 by Becky Paskin
Maker’s Mark has reversed its decision to reduce the abv of its popular Bourbon following a public outcry from fans.
In a letter addressed to fans on its website, CEO Rob Samuels apologised for his and chairman Bill Samuels’ decision to lower the abv of Maker’s Mark from 45% to 42% last week.
“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,” the letter read.
“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.”
The decision to reduce the alcoholic content of Maker’s Mark came last week after a prolonged bout of supply shortages. However, while Rob and Bill Samuels did not address how the group would remedy the problem in the short term, he did confirm that work is taking place to expand production capacity at the distillery.
“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,” they added.
Last Thursday (14 February), Maker’s Mark had claimed a 3% reduction in its alcoholic content would not affect the taste or texture of the Bourbon.