After the outcry from fans, Maker's Mark has reversed its decision to cut the alcohol volume in its famous whisky. Each bottle of the aged spirit takes over six years to produce, and the distillery is having trouble meeting demand. (Credit Maker's Mark via Facebook)
When Maker's Mark announced plans last week to cut the alcohol content in its aged bourbon from 45 percent (90 proof) to 42 percent (84 proof) due to supply problems, it sparked an internet firestorm and fans made their disappointment known. In response, Rob Samuels and Bill Samuels, Jr., grandson and son of the original maker, Bill Samuels Sr., reversed their decision and wrote an apology. They posted their apology to Facebook and their website — even going so far as to include their direct email addresses — as they try to remain a transparent family brand. From their statement:
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.
