Last week, fellow writer Andy Moore, person who appreciates the value of finer liquor much more than I do (as an emotionally-stunted 22 year-old, I simply see alcohol, drink it, make a face, and continue drinking), wrote a very informative and truly riveting piece about the demise of magic confidence liquid Maker's Mark, specfically lamenting the news that they would be significantly reducing the amount of ABV. For those simpletons who are too embarassed to look undecipherable abbreviations up, and hope that one day the answer will land right in front of them, too bad--you should definitely know what ABV stands for.
Today though, it seems that we have much, much better news--namely, that "we spoke, they listened," and Makers Mark has decided to REVERSE THE DECISION.
After backlash from customers, the producer of Maker's Mark bourbon is reversing a decision to cut the amount of alcohol in bottles of its famous whiskey.
Rob Samuels, Maker's Mark's chief operating officer, said Sunday that it is restoring the alcohol volume of its product to its historic level of 45 percent, or 90 proof. Last week, it said it was lowering the amount to 42 percent, or 84 proof, because of a supply shortage.
"We've been tremendously humbled over the last week or so," Samuels, grandson of the brand's founder, said of customers' reactions.
The brand known for its square bottles sealed in red wax has struggled to keep up with demand. Distribution has been squeezed, and the brand had to curtail shipments to some overseas markets.
You spoke. We listened. ow.ly/hN3kC— Maker's Mark (@MakersMark) February 17, 2013
The official statement, via the Maker's Mark Facebook Page:
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
National holiday tomorrow. Only one thing to do tonight. All hail America.