Maker’s Mark Reverses Decision To Lower Alcohol Levels

From AdvertisingAge:

Now, in response to the backlash, the Beam Inc.-owned brand is reversing the decision, saying in a statement released Sunday that it will keep Maker's at 45% alcohol by volume (90 proof) "just like we've made it since the very beginning."

"We have heard many concerns and questions from our ambassadors and brand fans," Maker's Chief Operating Officer Rob Samuels said. "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."

The reversal comes just a few days after news spread last week of the move to lower alcohol content to 42%. The reformulation was in response to a supply shortage caused by growing demand. The laws of supply and demand dictate that a simple price increase could've solved that problem, but the brand maintained that it didn't want to "price Maker's Mark out of reach."
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