Maker’s Mark Reverses Decision to Lower Proof

Well, that was quick.

maker

The people have spoken: After a week of backlash since Maker’s Mark announced that it would drop the proof on its signature Kentucky bourbon, COO Rob Samuels has put out another statement via the brand’s Facebook page to say, essentially, JK!

There will be no drop in proof and, at least as far as we know so far, no price changes. The Maker’s top brass say they’re “getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production process. Same product.”

Consumer power wins, but only time will tell if this episode hurts the brand’s image in the long run.

Read the full letter below. [h/t @RobertOSimonson]

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
rob@makersmark.com bill@makersmark.com

 

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