Maker's Mark backtracks on plan to cut alcohol content [UPDATED]

If you like to enjoy your Maker's Mark with a little water, then there's good news. You won't need to add your own water anymore because the distillery will do it for you. The Kentucky distillery behind Maker's Mark is taking some of the alcohol out of their product, going from 90 proof to 84 proof. "Fact is, demand for our bourbon is exceeding our ability to make it," wrote Maker's Mark executives Rob Samuels and Bill Samuels Jr. in an email to clients. It's really a pretty ingenious way to deal with supply and demand. If you water down your bourbon, you can make more bottles to sell, and when you've lowered the alcohol content of your bourbon, nobody will buy it anymore. Problem solved! [Source]

Update: Maker's Mark reversed its decision to cut the alcohol content of its bourbon after backlash from customers. "We got it totally wrong," said company President Bill Samuels. Customers said they preferred to wait out a shortage of Maker's Mark than put up with any change in the recipe. [Source]

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