Maker’s Mark: We didn’t screw up your whiskey

Maker’s Mark has hit back at criticisms over its decision to reduce the alcohol content of its Bourbon, claiming “it tastes the same”.

Maker’s Mark claims its whiskey tastes the same at a lower abv

The news that the Kentucky Bourbon brand, owned by Beam Inc, is to reduce its alcohol content from 45% abv to 42% abv caused a backlash on Twitter this week from consumers angry about the decision.

The company claimed that due to overwhelming demand, stocks of Bourbon which are produced at the Maker’s Mark distillery only, had begun to run low.

In a letter to customers published on the Maker’s Mark website, chairman Bill Samuels Jr defended the decision, claiming the brand’s supply issues are worrying.

“For those of you who have questioned if the supply problem is real, I can assure you that it is,” he said. “While not every part of the country has seen shortages yet, many have, and the demand is continuing to grow at a pace we’ve never before experienced. While we are investing today to expand capacity for the future, by producing 42% ABV Maker’s Mark we’ll be able to better meet our ongoing supply issues without compromising the taste.”

He added that extensive taste tests showed that the Bourbon tasted the same a both 45% abv and 42%.

“The distillery made up different batches that Rob [Samuels] and I tested every evening over the course of a month. Every batch at 42% ABV had the same taste profile that we’ve always had. Then, we validated our own tastings with structured consumer research and the Tasting Panel at the distillery, who all agreed: there’s no difference in the taste.”

Samuels added that the group welcomed feedback from Maker’s Mark fans, but requested they reserve judgement of the decision until after trying the new recipe for themselves.

“I hope you’ll give us the chance to continue earning that devotion and allow us to prove that we didn’t screw up your whisky,” he added.