Maker's Mark drew a storm of complaints when the venerable bourbon distiller announced this week it would be diluting its whisky due to anticipated supply shortages, but today it announced it is scrapping the plan.
"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 in a statement released today. "You spoke. We listened. And we're sincerely sorry we let you down."
Effective immediately, the company said, it was reversing its decision to lower the alcohol content of Maker's Mark, and would resume production at 45 percent alcohol by volume.
Talk about the marketing campaign of the century here from Maker's Mark. Like I forgot that they even existed until earlier this week when they announced they were reducing the alcohol content in their whiskey. Everyone up in arms protesting (making grammitcally flawed Facebook/Twitter posts) about how they are ruining an American institution and should be ashamed of themselves blah blah blah. Then two days later Maker's Mark releases a statement saying they've listened to their consumer's complaints and have decided to restore the alcohol content back to it's original 45%. All the while renowned websites like the Huffington Post, Wall Street Journal and Strange Brew are writing about their decisions and giving them free advertising. Just brilliant on all fronts. New Coke-ing the hell out of the general public.
As a side note, is this a good sipping whiskey? I'm kind of an a crossroads in my life where I feel like I need a 'drink.' That plus it has become my life's ambition to become Don Draper and my guess is sipping on Blue UV and drinking PBR isn't getting me any closer. But I've never been able to be a whiskey or scotch rocks guy. I've heard Maker's has a 'sweet' taste to it that makes it a more palatable if you just drink it straight? I dunno. All I know is I'm almost 30 and I still drink domestic beer at a bar like I'm a toddler. Come on Jon! You've got a beard now! Grow up Peter Pan, Count Chocula.