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Old 02-11-2013, 07:19 AM   Topic Starter
Stewie Stewie is offline
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Maker's Mark to reduce alcohol content

If you like to enjoy your Maker's Mark with a little water, then there's good news. You won't need to add your own water anymore because the distillery will do it for you. The Kentucky distillery behind Maker's Mark is taking some of the alcohol out of their product, going from 90 proof to 84 proof. "Fact is, demand for our bourbon is exceeding our ability to make it," wrote Maker's Mark executives Rob Samuels and Bill Samuels Jr. in an email to clients.

It's really a pretty ingenious way to deal with supply and demand. If you water down your bourbon, you can make more bottles to sell, and when you've lowered the alcohol content of your bourbon, nobody will buy it anymore. Problem solved!

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Old 02-11-2013, 07:20 AM   #2
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Old 02-11-2013, 07:23 AM   #3
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Old 02-11-2013, 08:22 AM   #4
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A response to customer feedback from the Chair


A lot of people took the time to share their thoughts regarding our recent announcement. We always appreciate open and honest conversation about Maker’s Mark and we’ve gotten plenty of feedback, both supportive and otherwise. Because there are so many comments, it’s hard for an old guy like me to respond, particularly 140 characters at a time. Now that I’ve had time to compose my thoughts, please allow me to try to answer most of the questions we’re hearing.

And by the way, I asked Rob if I could write this response since many people have wondered if I’m on board with the decision to lower the alcohol-by-volume (ABV) level. I am, and here’s why.

First, it’s important to understand that our primary focus now and for the past 50 years hasn’t changed. It’s product quality and consistency, batch-to-batch, year-to-year, with the primary measure of that consistency being the unique Maker’s Mark taste profile. That’s all that truly matters in the end.

Since we’re a one-brand company that’s never purchased bourbon from other distillers when supplies are short, forecasting is very difficult. Over the years, our one variable that helps us avoid market shortages has been the age of the whisky in the Maker’s bottle. That range is between five years nine months and seven years. Because Maker’s Mark is aged to taste, Dad never put a specific age statement on the bottle. It wasn’t the age that mattered; it was the taste, the quality and the consistency.

Some people are asking why we didn’t just raise the price if demand is an issue. We don’t want to price Maker’s Mark out of reach. Dad’s intention when he created this brand was to make good-tasting bourbon accessible and to bring more fans into the fold, not to make it exclusive. And, with regard to the price, the value of Maker’s Mark isn’t set by alcohol volume. It’s about the quality of the recipe and ingredients that go into it, all the handcrafting that goes into the production and how it tastes.

Some of you have questioned how we reduce the alcohol content. The fact is, other than barrel-strength bourbons, all bourbons are cut with water to achieve the desired proof for bottling. This is a natural step in the bourbon-making process. Maker’s Mark has always been made this way and will continue to be made this way.

As we looked at potential solutions to address the shortage, we agreed again that the most important thing was whether it tastes the same. The distillery made up different batches that Rob and I tested every evening over the course of a month. Every batch at 42% ABV had the same taste profile that we’ve always had. Then, we validated our own tastings with structured consumer research and the Tasting Panel at the distillery, who all agreed: there’s no difference in the taste.

For those of you who have questioned if the supply problem is real, I can assure you that it is. While not every part of the country has seen shortages yet, many have, and the demand is continuing to grow at a pace we’ve never before experienced. While we are investing today to expand capacity for the future, by producing 42% ABV Maker’s Mark we’ll be able to better meet our ongoing supply issues without compromising the taste.

Ultimately, all I can ask is that you reserve judgment until you actually taste the whisky, like I did. If you can make it down to the distillery, we’re doing tastings every day with the 42% ABV whisky to give you a first-hand opportunity to try it for yourself. If you can’t make it to the distillery, please give it a try when it gets to your city. And please write me back at that point. I want to hear what you think.

In the meantime, I can’t thank you enough for taking the time to write. It shows that you care about Maker’s Mark, and that’s what we’ve been striving for over the past 50 years. I hope you’ll give us the chance to continue earning that devotion and allow us to prove that we didn’t screw up your whisky. All the best.

Sincerely,

Bill Samuels, Jr.
Chairman Emeritus
Ambassador-at-Large
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Old 02-11-2013, 08:40 AM   #5
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Old 02-18-2013, 07:43 AM   #6
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Quote:
Originally Posted by The Poz View Post
A response to customer feedback from the Chair


A lot of people took the time to share their thoughts regarding our recent announcement. We always appreciate open and honest conversation about Makerís Mark and weíve gotten plenty of feedback, both supportive and otherwise. Because there are so many comments, itís hard for an old guy like me to respond, particularly 140 characters at a time. Now that Iíve had time to compose my thoughts, please allow me to try to answer most of the questions weíre hearing.

And by the way, I asked Rob if I could write this response since many people have wondered if Iím on board with the decision to lower the alcohol-by-volume (ABV) level. I am, and hereís why.

First, itís important to understand that our primary focus now and for the past 50 years hasnít changed. Itís product quality and consistency, batch-to-batch, year-to-year, with the primary measure of that consistency being the unique Makerís Mark taste profile. Thatís all that truly matters in the end.

Since weíre a one-brand company thatís never purchased bourbon from other distillers when supplies are short, forecasting is very difficult. Over the years, our one variable that helps us avoid market shortages has been the age of the whisky in the Makerís bottle. That range is between five years nine months and seven years. Because Makerís Mark is aged to taste, Dad never put a specific age statement on the bottle. It wasnít the age that mattered; it was the taste, the quality and the consistency.

Some people are asking why we didnít just raise the price if demand is an issue. We donít want to price Makerís Mark out of reach. Dadís intention when he created this brand was to make good-tasting bourbon accessible and to bring more fans into the fold, not to make it exclusive. And, with regard to the price, the value of Makerís Mark isnít set by alcohol volume. Itís about the quality of the recipe and ingredients that go into it, all the handcrafting that goes into the production and how it tastes.

Some of you have questioned how we reduce the alcohol content. The fact is, other than barrel-strength bourbons, all bourbons are cut with water to achieve the desired proof for bottling. This is a natural step in the bourbon-making process. Makerís Mark has always been made this way and will continue to be made this way.

As we looked at potential solutions to address the shortage, we agreed again that the most important thing was whether it tastes the same. The distillery made up different batches that Rob and I tested every evening over the course of a month. Every batch at 42% ABV had the same taste profile that weíve always had. Then, we validated our own tastings with structured consumer research and the Tasting Panel at the distillery, who all agreed: thereís no difference in the taste.

For those of you who have questioned if the supply problem is real, I can assure you that it is. While not every part of the country has seen shortages yet, many have, and the demand is continuing to grow at a pace weíve never before experienced. While we are investing today to expand capacity for the future, by producing 42% ABV Makerís Mark weíll be able to better meet our ongoing supply issues without compromising the taste.

Ultimately, all I can ask is that you reserve judgment until you actually taste the whisky, like I did. If you can make it down to the distillery, weíre doing tastings every day with the 42% ABV whisky to give you a first-hand opportunity to try it for yourself. If you canít make it to the distillery, please give it a try when it gets to your city. And please write me back at that point. I want to hear what you think.

In the meantime, I canít thank you enough for taking the time to write. It shows that you care about Makerís Mark, and thatís what weíve been striving for over the past 50 years. I hope youíll give us the chance to continue earning that devotion and allow us to prove that we didnít screw up your whisky. All the best.

Sincerely,

Bill Samuels, Jr.
Chairman Emeritus
Ambassador-at-Large
You'd think that someone who makes a living making and selling whiskey would know how to properly spell it.
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Old 02-18-2013, 08:27 AM   #7
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Originally Posted by Dartgod View Post
You'd think that someone who makes a living making and selling whiskey would know how to properly spell it.
About that

Quote:
Maker's Mark is one of the few American-made whiskies to be labeled using the Scottish spelling "whisky". The majority of American distillers and the American general public tend to spell the word with the "e", although some brands (such as George Dickel and Old Forester) also use the spelling "whisky".
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Old 02-18-2013, 08:51 AM   #8
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About that
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Old 02-18-2013, 09:28 AM   #9
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Old 02-18-2013, 12:27 PM   #10
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Maker's Mark President Bill Samuels, the founder's son, said the company focused almost exclusively on not altering the taste of the bourbon while stretching the available product and didn't consider the emotional attachment that customers have to the brand and its composition.


Bill Samuels said the company tinkered with how much water to add and keep the taste the same for about three months before making the announcement about the change Monday. It marked the first time the bourbon brand, more than a half-century old, had altered its proof or alcohol volume.


"Our focus was on the supply problem. That led to us focusing on a solution," he said. "We got it totally wrong."



Sounds familiar

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Old 02-18-2013, 09:27 AM   #11
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Originally Posted by Dartgod View Post
You'd think that someone who makes a living making and selling whiskey would know how to properly spell it.
It is spelled properly.


Maker's Mark is one of the few American-made whiskies to be labeled using the Scottish spelling "whisky". The majority of American distillers and the American general public tend to spell the word with the "e", although some brands (such as George Dickel and Old Forester) also use the spelling "whisky".
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Old 02-11-2013, 08:45 AM   #12
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Old 02-11-2013, 08:53 AM   #13
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Old 02-11-2013, 08:55 AM   #14
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Old 02-11-2013, 08:57 AM   #15
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