Last week Maker’s Mark sent communication out through their Ambassadors membership program that they were reducing the percentage alcohol from 45% to 42% (90 proof to 84 proof). This angered me greatly. Not because I drink a lot of Maker’s Mark, but because clearly others do. I saw reducing the proof as a slap in the face to consumers. Chuck Cowdery posted some excellent thoughts on this on his blog if you’d like some more back story. Obviously I’m sure Maker’s Mark wouldn’t have made that decision were it not for parent company, Beam. But nevertheless the backlash was intense.
Today, Maker’s Mark issued the below statement on their website. I for one applaud them. This is the way it works in today’s digital age. The power of social media and the ability for company’s to read and process what is being said about them, made it far easier for Beam and Maker’s to address this. Companies are ran by people (and bottom lines), and they make mistakes. What’s important here is they corrected it. As angry as I was about the decision in the first place is as pleased as I am to see the change of heart.
Smart move Maker’s Mark!
You spoke. We listened.
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 Bill Samuels, Jr
Chief Operating Officer Chairman Emeritus