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SIAP, waited for the search function for 2 minutes. No dice. Figured RCMB would be interested in this (friend posted this on Facebook). Apparently RCMB's drink of choice is being watered down!
Makers reducing the amount of alcohol in the beverage in order to meet rising global demand. Bourbon, which is a form of American whiskey distilled from corn and other grains, has surged in...
Whoa. Did Giant Moose break this story, too?
Outside of a dog, a book is man's best friend. Inside of a dog, it's too dark to read. - Groucho Marx
Quartz has amazing articles, and ass backwards web design.
I like my whiskey to be less than 8 dollars a 5th. Reminds me of how poor I really am.
Should be about a month before they introduce Makers Mark 90 proof (aka "original recipe") for $20 more per bottle.
I almost didn't have the heart to post this, I know many RCMBers, like Snake Plissken, who will be heartbroken.
This will be like their Bobby Sak realizing Armstrong was a fraud moment.
The best thing you could ever do when your product is so popular that you can't meet demand is to water the product down and sell it at a higher price. Good thing there aren't other really good Bourbons (buffalo trace, woodford reserve, etc etc) which can take their market share away from them.
I got the email last night. Was really confused by this strategy.
Exactly, pure genius!
Here's to you, Mr. Water Down A Premium Popular Version To Try To Make Even More Money Because You're So Popular While Forgetting You're Popular Because You're A Premium Not Watered Down Bourbon Makers Mark Executive!
They feel they have built a brand that will keep on growing. Trying to follow in the footsteps of Captain Morgan.
I noticed this in my list recen bottle. Didn't pack the same punch it normally does.
On to knob creek and buffalo trace.
For the love of Trevor...™
I never liked makers mark that much anyway. Wouldn't turn it down, but never reached for it at the store. I didn't know beam made makers mark. Anyone know which big companies make the other readily available brands?
I know Beam makes Canada House, my go to 6$ fifth.
I guess Makers Mark and tRCMB have a lot in common.
Meh...here's the email I got from them:
Dear Maker’s Mark® Ambassador,
Lately we’ve been hearing from many of you that you’ve been having difficulty finding Maker’s Mark in your local stores. Fact is, demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply. We never imagined that the entire bourbon category would explode as it has over the past few years, nor that demand for Maker’s Mark would grow even faster.
We wanted you to be the first to know that, after looking at all possible solutions, we’ve worked carefully to reduce the alcohol by volume (ABV) by just 3%. This will enable us to maintain the same taste profile and increase our limited supply so there is enough Maker’s Mark to go around, while we continue to expand the distillery and increase our production capacity.
We have both tasted it extensively, and it’s completely consistent with the taste profile our founder/dad/grandfather, Bill Samuels, Sr., created nearly 60 years ago. We’ve also done extensive testing with Maker’s Mark drinkers, and they couldn’t tell a difference.
Nothing about how we handcraft Maker’s Mark has changed, from the use of locally sourced soft red winter wheat as the flavor grain, to aging the whisky to taste in air-dried American white oak barrels, to rotating our barrels during maturation, to hand-dipping every bottle in our signature red wax.
In other words, we’ve made sure we didn’t screw up your whisky.
That's compromising the value of the brand...
I haven't noticed a difference yet. If anyone should notice...it's me. Trust me on that
Are the new bottles even on the shelf yet? Email only went out yesterday. Diluting something by almost 7% yet charging the same amount is absurd.
Where do you get 7% from? The email Snake and I got as Maker's ambassadors says 3%....
PS I don't drink much Maker's so I don't really care either way.
35,600 posts and counting since 09-09-2002. tRCMB Dead Pool Commissioner.
This guy is a blower. Demand excellence.
Who cares if it tastes the same? Less buzz for the same cost is bad
Maybe if you are 20. Once you become an adult, the taste is more important than the buzz.
hoke- to alter or manipulate so as to give a deceptively or superficially improved quality or value.
It's called Makers 46 and it's been out for a while now
Yes, the alcohol by volume is decreased by 3%, but Makers Mark is not 100% alcohol. So they decreased the alcohol by 3%.
BTW, I am enjoying a glass of Makers 46 right now for the end of the Ohio State/Indiana game and now the ProAm.
This post was edited by Sparty2QP 14 months ago
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