LETTER From MAKER'S MARK CHAIRMAN And Chief Operating Officer to Customers
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
ICONIC MAKER'S MARK BOURBON Bottle
With Trademark Red Wax
Maker's Mark is quite the popular Bourbon of which the popularity has soured in the past couple of years. There is a great demand for it and all Bourbon with a new interest in Whiskey,: Scotch, American and Canadian Rye Whiskey, and Kentucky Bourbon. Maker's Mark makes a very good Bourbon at a fair price, there's quality and well liked packaging, the Red Wax and bottle.
With a renewed interest in cocktails spurned on by so called Mixologist and one Cocktail in particular The Old Fashion which can be made with Rye or Kentucky Bourbon, the Bourbon of Maker's Mark has found itself called for by many people ordering this tasty drink The Old Fashion, Bourbon Old Fashion, or as many people seem to be ordering these days, a Maker's Old Fashion. Thus this fine Bourbon has seen a huge spike in sales. The spike in sales of which the distillery is unable keep up completely with the great demand for its product Maker's Mark Bourbon. And as Bourbon takes a few years to age after it is distilled, you can't just pull it out of the hat so to speak. The Maker's mark Distillery as all Whiskey Distillery's have thousands of barrels of Whiskey aging in various points of age, newly distilled barrels, 1 year old, 2, 3, 4, 5, 6, and 7 or maybe slightly more with Makers. So with all these barrels the people (Samuel's Family founded and still own Makers Mark) will be able to Bottle a certain specific amount of Bourbon Bottles at any given point in time. Maker's Mark Bourbon is and has always been 45 % Alcohol by Volume or 90 Proof Bourbon from its beginning, now and always. The people at Maker's Mark Distillery with the great demand for their Bourbon in the year 2013 and into the near future, and their production ability unable to keep up with demand for their Bourbon had an idea. they figured if they diluted their Bourbon a little bit and made it with 42 % Alcohol instead of the 45% it has always been made with, making their Bourbon 84 Proof instead of the usual 90 Proof, this little change wouldn't make any discernible difference in taste, people wouldn't notice and they'd be able to bottle 5-6 % more Bourbon with the same amount of Whiskey. Not a bad idea. Not a bad idea, all except one problem, Their Customers and loyal drinkers of Maker's Mark didn't like this idea and they said so. These people are discerning customers and they didn't want the "Recipe" of their Bourbon of choice messed with, and they let the World and the people at Maker's Mark, The Samuels Family know. A couple thousand loyal Maker's Devotes sent the people at the Maker's mark Distillery a couple thousand emails voicing their displeasure at the distillery's decision to Dilute their Bourbon from 45 % Alcohol to 42 % .. "No Bueno," they said, "We Won't Stand for This." Well the Customers Spoke and guess what? The people at Maker's Mark, The Samuels Family Listened. They never did make any of their Bourbon 84 Proof, they wanted to, but with a Back-Lash from their loyal customers, the Samuels listened and have decided not to change the recipe. They said, "Our Bourbon will remain being made as it always has, with 45% Alcohol 90 Proof Kentucky Bourbon." Bravo! We Salute You.
NOTE: Who out their remembers when the people at Coca-Cola had the bright idea of changing the formula of Coke in 1985? They did, Millions of people stopped drinking Coke and switched to Pepsi (as I did at the time .. Thankfully I do not drink any Cola for 15 years now, but back in 85 I was a big Coca-Cola drinker).. As a result of Coke changing the recipe of Coca-Cola, their sales plummeted Coca-Cola lost many millions in sales and were forced to change the recipe back.
When The People at Coca-Cola
Had The Bright Idea to Change The RECIPE of COKE
Their Sales Plummeted and Coca-Cola Lost Many Millions of Dollars
Needless to Say They Changed The Recipe Back
"So They Say, But I SAY THEY DIDN'T"
COCA-COLA "NEVER TASTED The SAME After THAT"