Maker's Mark reverses decision to lower alcohol content in its bourbon

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by Johnny Archer

WHAS11.com

Posted on February 17, 2013 at 3:13 PM

Updated Monday, Feb 18 at 12:54 AM

LOUISVILLE, Ky. (WHAS11) – Just one week after Maker’s Mark announced they would change their bourbon’s alcohol volume content, the bourbon giant has rescinded their decision based on public outcry.

Executives from Maker’s Mark released a letter Sunday saying in part:

"Since we announced our decision last week to reduce the alcohol content of Maker's Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans."

Whiskey journalist Fred Minnick has been following Maker’s Mark’s decision on their alcohol reduction.

“Now that they have came back to reverse that decision, it is seen as a very positive move,” Minnick said. “People are saying, ‘That is right. You listen to your people. Way to go.’ So, this might actually work to their favor.”

Matthew Edward is a bourbon drinker, who says the taste would be much different if the company continued their plan.

“A 3% reduction in alcohol means 3% more water content, which is going to alter the taste significantly Edwards said.

The company says it was a move to meet market demand. But it is clear the market does not want change.

The Maker’s Mark Facebook page was flooded with praise after the company reversed their decision Sunday.

Bourbon is a popular drink at The Silver Dollar on Frankfort Avenue in Louisville. Larry Rice says the new decision is good news for his business there.

“I think that we would have seen a decrease in Maker’s sales,” Rice said. “Makers drinkers obviously have distaste for lowering the proof.”

Click here to see the full statement.

 

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