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Bourbon producer Maker’s Mark backtracks on reducing alcohol content

By Samantha Kimmey
Sunday, February 17, 2013 18:50 EDT
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By adie reed on Flickr, Creative Commons licensed http://www.flickr.com/photos/adiereed/3207450825/
 
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Maker’s Mark, the bourbon producer that announced its decision to reduce the alcohol content to meet increased demand few days ago, has bent to consumer anger and said that it will not alter its 90 proof formula after the announcement sparked controversy, reported Forbes.

A company statement reads that “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.”

Originally, the company, which is owned by Beam Inc., said it would lower the 45 percent alcohol content to 42 percent in response to the supply shortage, reported ABC News. Sales from Kentucky bourbon and Tennessee whiskey from producers to wholesalers rose 5.2 percent in 2012, most of that coming from higher-end products.

“Over this past week we have been extremely humbled by the overwhelming response. Our customers have spoken loud and clear and we have heard them. Effective immediately, we are returning to 90 proof, which it has always been since we started,” company chief operating officer Rob Samuels told Forbes.

“They let us know in no uncertain terms that they’d rather deal with any possible shortages than with any change in the bourbon,” he said.

Many angry Facebook posters claimed they would stop drinking Maker’s Mark. One commenter said on Friday, “Reading between the lines and all I see is a money grab.” Others seemed to blame the parent company, Beam Inc.

As of 6:50 pm on Sunday, the new announcement had over 22,000 likes on Maker’s Mark’s Facebook page. One commenter wrote, “Thank you for listening to your customers and for reconsidering on this.”

[Image: By adie reed on Flickr, Creative Commons licensed]

 
 
 
 
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