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#389911 - 02/20/13 03:00 PM Re: Cocktail anyone? [Re: michael_d]
tomtuttle Offline

Registered: 06/20/03
Posts: 8438
Loc: Tacoma
Apparently, they listened. New Coke.

Dear Ambassador,

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.

Your trust, loyalty and passion are what’s most important. We realize we can’t lose sight of that. Thanks for your honesty and for reminding us what makes Maker’s Mark, and its fans, so special.

We’ll set about getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production process. Same product.

As always, we will continue to let you know first about developments at the distillery. In the meantime please keep telling us what’s on your mind and come down and visit us at the distillery. It means a lot to us.


Rob Samuels
Chief Operating Officer,

Bill Samuels, Jr.
Chairman Emeritus,
bibere usque ad hilaritatem

#389925 - 02/20/13 11:35 PM Re: Cocktail anyone? [Re: tomtuttle]
SBrown Offline

Registered: 11/16/10
Posts: 827
Loc: Victoria,BC
Man, they wasted all that MM testing for nothing.Sheeesh!
Beauty is in the eye of the beer holder.

#389937 - 02/21/13 07:46 AM Re: Cocktail anyone? [Re: SBrown]
Murph Offline

Registered: 10/05/06
Posts: 6955
Loc: PEI, Canada
Good for them.
So many companies make changes under the radar.

Of course it could all be a brilliant marketing ploy. I've never had it before but now I'd like to try it, so if so, it worked.
With great power comes Awesome irresponsibility.

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