Maker’s Mark Bows to Public Pressure, Reverses Course

By Richard Thomas

The announcement by Maker’s Mark that they would cut their whiskey from 45% abv to 42% abv (about the same amount as found in a weak beer) set off a firestorm not just among whiskey drinkers, but in the mainstream media as well. Micro-distillery Whistle Pig is even cashing in on the controversy, saying they would take their abv up a point in response.

The public outcry has prompted Maker’s Mark to change course. The Loretto, Kentucky distiller has announced it will not carry out its plan to cut its bourbon, so Maker’s Mark will remain at 45% abv. Whether a price hike is in the offing instead is unknown.

The letter announcing the decision to abandon the proposed cut to 42% abv is reprinted below:

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