Business
11:27 am
Sun February 17, 2013

After Fan Backlash, Maker's Mark Reverses Decision on Lower Alcohol Content

One of the world's most famous bourbons won't get watered down after all.

Maker's Mark announced Sunday in a Facebook post that the company is reversing course and will not change the alcohol by volume in its whiskey.

"(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 company said in the Facebook message signed by Chief Operating Officer Rob Samuels, and his father, Chairman Emeritus Bill Samuels.

A representative from Maker's Mark told WKU Public Radio that the company's website crashed at one point Sunday due to the massive amount of interest in Maker's decision to reverse course and maintain its current alcohol by volume.

The representative said the company was able to get the website back up and running later Sunday afternoon.

The decision to change the alcohol content of their product led to a backlash by many bourbon lovers, who flooded the Loretto, Ky., distillery with negative comments. Maker's Mark officials said the lower alcohol by volume wouldn't impact the bourbon's flavor, but that wasn't enough to quell the controversy.

Here is a copy of the Facebook message posted by Maker's Mark Sunday:

Dear Friends,

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.

Sincerely,

Rob Samuels Bill Samuels, Jr

Chief Operating Officer Chairman Emeritus