After a boatload of backlash, Maker’s Mark has decided not to water down its bourbon to keep up with demand.
The company got plenty of angry feedback from its customers last week when it announced it planned to reduce the alcohol content of its bourbon in response to supply constraints.
“You spoke. We listened. 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 company announced in a statement Sunday.
The company said it was “humbled” by the 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,” the company said.
Its decision to continue to make 90 proof whiskey is effective immediately.
Fans of the whiskey who complained, quickly applauded the move. The statement on Maker’s Mark’s Facebook page drew more than 22,000 “likes” and 3,300 comments within a few hours of Sunday’s announcement.
Were you one of their customers who would rather put up with a supply shortage rather than a weaker bourbon?