Maker’s Mark is backtracking from their plan to lower the proof/alcohol by volume (ABV) from 90/45% to 84/42%.
Here’s an excerpt from the company’s about face:
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.
Social media is credited with helping Maker’s see the error of their ways, Bourbon Blog has details: Maker’s Mark Switches Back to 90 proof, 45% after 1 week they change their minds.
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In case you wanted to see what the new label would have looked like: New Maker’s Mark Bottle and label at 42%, 84 Proof – Bourbon Blog
Bourbonomics 101: What the Maker’s Mark dilution debacle says about corporate strategy – The Post