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Maker's Mark to stop watering down its whiskey.
NBC News Business ^ | 2/17/13 | Brett Barrouquere - AP

Posted on 02/17/2013 4:00:41 PM PST by carriage_hill

After backlash from customers, the producer of Maker's Mark bourbon is reversing a decision to cut the amount of alcohol in bottles of its famous whiskey.

Rob Samuels, Maker's Mark's chief operating officer, said Sunday that it is restoring the alcohol volume of its product to its historic level of 45 percent, or 90 proof. Last week, it said it was lowering the amount to 42 percent, or 84 proof, because of a supply shortage.

(Excerpt) Read more at nbcnews.com ...


TOPICS: Business/Economy; Culture/Society
KEYWORDS: 90proof; whiskey
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"You spoke. We Listened."
1 posted on 02/17/2013 4:00:48 PM PST by carriage_hill
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To: carriage_hill

That was fast.


2 posted on 02/17/2013 4:04:24 PM PST by Liberty Valance (Keep a simple manner for a happy life :o)
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To: carriage_hill
It's surprising they thought that we wouldn't mind.
3 posted on 02/17/2013 4:04:50 PM PST by Coffee_drinker (The best defense is a strong preemptive strike.)
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To: carriage_hill

Their customers shouldn’t have had to have spoken. Some dipweed probably thought that was a good idea to water it down. No doubt it will now hurt the brand as the comment, “Maker’s Mark? Don’t buy that crap. It’s watered down, man”, is often repeated.


4 posted on 02/17/2013 4:07:11 PM PST by CodeToad (Liberals are bloodsucking ticks. We need to light the matchstick to burn them off.)
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To: carriage_hill; Admin Moderator

Again?

http://www.freerepublic.com/focus/f-news/2989505/posts


5 posted on 02/17/2013 4:07:47 PM PST by Paleo Conservative (Just because you're paranoid doesn't mean they're not really out to get you.)
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To: CodeToad

Jack Daniels got away with it. Several groups boycotted them but they are still in business.


6 posted on 02/17/2013 4:12:35 PM PST by BipolarBob (Happy Hunger Games! May the odds be ever in your favor.)
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To: Paleo Conservative

I’ve asked the AM to pull this post since it a dupe with a different title. Sorry, all...


7 posted on 02/17/2013 4:13:59 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: carriage_hill
Kentucky produces 95 percent of the world’s bourbon supply

Like Champaign, if it ain't made in Kentucky it ain't Bourbon.

8 posted on 02/17/2013 4:15:17 PM PST by Clint N. Suhks (The amount of ammo you need is determined after the gunfight.)
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To: carriage_hill

We spoke, they listened.


9 posted on 02/17/2013 4:15:58 PM PST by SkyDancer (Live your life in such a way that the Westboro church will want to picket your funeral.)
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To: carriage_hill

Watering down is far worse PR wise than simply raising prices. I understand why they did it, all whiskey is cut from the barrel before bottling, but it doesn’t make good headlines.


10 posted on 02/17/2013 4:18:07 PM PST by mnehring
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To: carriage_hill

can anybody say ‘new coke’?


11 posted on 02/17/2013 4:19:56 PM PST by camle (keep an open mind and someone will fill it full of something for you)
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To: carriage_hill; Admin Moderator

How are you supposed to know it’s the same article with a different title?

You can only search by title...


12 posted on 02/17/2013 4:22:44 PM PST by Clint N. Suhks (The amount of ammo you need is determined after the gunfight.)
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To: carriage_hill
I think Maker's Mark were noble in their intentions. They wanted to ensure their fine whiskey was available to all that wanted it and they could not meet the demand. So they watered it down more so they could sell more of it.
13 posted on 02/17/2013 4:22:44 PM PST by SamAdams76
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To: carriage_hill

As a “Maker’s Mark Ambassador” (The company’s marketing tool to reward us with a annual Christmas present, and other goodies, as well as having a barrel aging with my name on it. I supported their move.

How many bourbon drinkers enjoy their Makers Mark without ice cubes?, without water?, without soda?, or other fluids?

I’ll bet not many.

Yeah, I like those first sips of my Makers Mark, full strength, but by the third sip the melting ice has taken over.

The brand is now hot. Their choice: limit output and have the retailers jack up the price, or increase supply until their aging process can keep up with demand.


14 posted on 02/17/2013 4:22:59 PM PST by Noob1999 (Loose Lips, Sink Ships)
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To: Noob1999

I enjoy Maker’s Mark but if I want a stiff one my preference is 100 proof Knob Creek.


15 posted on 02/17/2013 4:29:25 PM PST by littleharbour ("All men having power ought to be distrusted to a certain degree. ~ James Madison)
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To: Noob1999

I bought alcohol on Friday & I was worried that the Maker’s Mark was the watered version, so I bought a bottle of Bulliet (sp?). I haven’t tried it yet.


16 posted on 02/17/2013 4:32:42 PM PST by leaning conservative (snow coming, school cancelled, yayyyyyyyyy!!!!!!!!!!!)
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To: littleharbour

Not that Knob Creek is bad I prefer 100 proof Wild Turkey above all those specialty bourbons.


17 posted on 02/17/2013 4:33:31 PM PST by Clint N. Suhks (The amount of ammo you need is determined after the gunfight.)
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To: Noob1999

90 proof is awful strong.
It’s better to mix in a little cool water.

Three passes through the still corn liquor (XXX)is so powerful it is anhydrous and just pulls the water out of your tongue.. not a pleasant feeling. Strength ain’t everything.


18 posted on 02/17/2013 4:33:39 PM PST by Bobalu (It is not obama we are fighting, it is the media.)
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To: carriage_hill
I don't drink anymore but when I did, Maker's Mark was my "special occasion" choice.

Watering it down was the best business decision since "New Coke". < /s >

19 posted on 02/17/2013 4:34:18 PM PST by Washi (PUSH BACK! Encourage your legislators to introduce pro-second amendment legislation.)
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To: Noob1999

I always drank mine ‘neat’, as I did with all Bourbons, Ryes and Single Malt Scotches. Their price will rise unless the can increase output with same quality product. Conundrum.


20 posted on 02/17/2013 4:36:29 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: carriage_hill

Hey, sweetheart, I got this supply problem. I can only give you so many inches.


21 posted on 02/17/2013 4:37:27 PM PST by USMCPOP (Father of LCpl. Karl Linn, KIA 1/26/2005 Al Haqlaniyah, Iraq)
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To: Coffee_drinker

My first thought, too.


22 posted on 02/17/2013 4:37:27 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: carriage_hill

I would hardly call going from 90 proof to 84 proof “watering it down,” but I know from experience that there’s a definite difference between, say, an 80 proof Scotch and an 86 proof Scotch, particularly if (as is the case with finer potations) you’re drinking it straight up, or with a bit of ice.


23 posted on 02/17/2013 4:39:30 PM PST by Mr Ramsbotham (Laws against sodomy are honored in the breech.)
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To: BipolarBob

I wonder how much market share they lost from it?


24 posted on 02/17/2013 4:39:49 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: CodeToad

That marketing or middle management ‘dipweed’ is probably gone, or it’s a brilliant PR stunt.


25 posted on 02/17/2013 4:41:35 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: camle

That didn’t end well, did it?


26 posted on 02/17/2013 4:43:00 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: USMCPOP

LOL!


27 posted on 02/17/2013 4:46:00 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: BipolarBob

I don’t know anyone that drinks that crap. Seriously, Jack is overrated and not that popular. As the older generation dies off I don’t see a future for Jack.


28 posted on 02/17/2013 4:47:26 PM PST by CodeToad (Liberals are bloodsucking ticks. We need to light the matchstick to burn them off.)
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To: carriage_hill
I always drank mine ‘neat’, as I did with all Bourbons, Ryes and Single Malt Scotches.

I'm with you. Why complain about liquor being watered down if you're just going to water it down yourself before drinking it? Fine liquors should be enjoyed as God intended, straight up. If you want to get drunk, go for pure grain alcohol.

29 posted on 02/17/2013 4:48:00 PM PST by Mr Ramsbotham (Laws against sodomy are honored in the breech.)
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To: Bobalu

I think you’re in the minority in this crowd. No water for me but just a single ice cube.


30 posted on 02/17/2013 4:48:08 PM PST by BipolarBob (Happy Hunger Games! May the odds be ever in your favor.)
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To: Mr Ramsbotham

“neat & sweet”


31 posted on 02/17/2013 4:54:24 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: Liberty Valance

The public response was probably overwhelming. They’re recover from it; a landmark brand like MM rarely suffers a minor idiotic marketing error, unless it’s widely-implemented and begins destruction of the valuable brand.


32 posted on 02/17/2013 4:58:53 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: carriage_hill

Make mine a double on the rocks, if you please.

33 posted on 02/17/2013 4:59:20 PM PST by DemforBush (You might very well think that. I could not *possibly* comment.)
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To: DemforBush

Had it once; liked it “neat”, too.


34 posted on 02/17/2013 5:01:26 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: Clint N. Suhks

Amen to that.


35 posted on 02/17/2013 5:09:32 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: mnehring

The MM market would have absorbed a price increase rather that drink a watered-down version of their favorite Bourbon. A few market share might have been temporarily lost, but it wouldn’t have damaged the brand as diluting the ‘holy nectar’. JMO.


36 posted on 02/17/2013 5:15:12 PM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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To: leaning conservative

IMHO, Bulliet is smoother whiskey than Makers Mark. I do drink mine “neat” and while I like Makers Mark ok, I prefer Bulliet or Buffalo Trace in that price range. For a bit more money, Woodford Reserve has a good flavor. Of course, if you want to spend the money, there is 23 year old Pappy Van Winkle, but that is way out of my range:)


37 posted on 02/17/2013 5:23:03 PM PST by Quickgun (I got here kicking,screaming and covered in someone else's blood. I can go out that way if I have to)
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To: BipolarBob

I’ve read that JD intends to raise the black label back to 86 proof, don’t know if they intend to go back to 90. The reappearance of the green label at 80 proof is a good sign that this isn’t just talk. I hadn’t seen green label on the shelves in 20 years.


38 posted on 02/17/2013 5:24:54 PM PST by Charles Martel (Endeavor to persevere...)
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To: USMCPOP

You can either raise the price, or find a way to stretch it.


39 posted on 02/17/2013 5:25:01 PM PST by BykrBayb (Somewhere, my flower is there. ~ Þ)
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To: Mr Ramsbotham
I'm with you. Why complain about liquor being watered down if you're just going to water it down yourself before drinking it? Fine liquors should be enjoyed as God intended, straight up. If you want to get drunk, go for pure grain alcohol.

Because now you are paying for the tap water in the whiskey that you used to put in for free...I do assume they didn't lower the price when they watered it down...

And now the local pub has to add a little extra of the booze to your glass to make it taste as strong as the competetive mixed drink...Now the price has to go up to cover the loss of available drinks per bottle...

40 posted on 02/17/2013 5:38:59 PM PST by Iscool (I love animals...barbequed, fried, grilled, stewed,,,,)
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Click

Freepers, your Contributions make every difference!
Please keep ‘em coming! Thank you all very much!

41 posted on 02/17/2013 5:39:20 PM PST by RedMDer (Support Free Republic)
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To: leaning conservative

Bulleit is a fine choice. Also their new rye makes for an excellent Manhattan.


42 posted on 02/17/2013 5:51:15 PM PST by wideawake
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Very dumb marketing.

The way you deal with a shortage is to raise the price and let the market allocate scarcity.


43 posted on 02/17/2013 6:20:29 PM PST by D-fendr (Deus non alligatur sacramentis sed nos alligamur.)
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To: Clint N. Suhks
Like Champaign, if it ain't made in Kentucky it ain't Bourbon.

NOT TRUE! Bourbon, can LEGALLY be produced ANYWHERE, as long as the rules are followed.

A damned fine brew is being prepared for sale now in Houston.... just waiting for the aging to be done...

http://www.whitmeyers.com/

44 posted on 02/17/2013 6:59:19 PM PST by SomeCallMeTim ( The best minds are not in government. If any were, business would hire them)
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To: D-fendr
The way you deal with a shortage is to raise the price and let the market allocate scarcity.

That's exactly what Knob's Creek did last year... or two years ago... the alcohol dulls my memory.

45 posted on 02/17/2013 7:01:08 PM PST by SomeCallMeTim ( The best minds are not in government. If any were, business would hire them)
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To: Noob1999

“How many bourbon drinkers enjoy their Makers Mark without ice cubes?” Etc.

I for one. Neat only.

Luxury products are worthy because of consistent premium quality. Cutting corners wrecks the brand.

There’s a lot of other bottles on those upper shelves...


46 posted on 02/17/2013 7:10:51 PM PST by ctdonath2 (3% of the population perpetrates >50% of homicides...but gun control advocates blame metal boxes.)
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To: SomeCallMeTim

LOL!


47 posted on 02/18/2013 1:28:40 AM PST by D-fendr (Deus non alligatur sacramentis sed nos alligamur.)
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To: leaning conservative
I bought a bottle of Bulliet (sp?). I haven’t tried it yet.

Rest assured, you won't be disappointed....unless you're a wuss!

48 posted on 02/18/2013 1:46:15 AM PST by Alaska Wolf (I)
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To: carriage_hill
Last week, it said it was lowering the amount to 42 percent, or 84 proof, because of a supply shortage.

If they were so concerned, they could have simply sold it only in smaller bottles until production caught up.

49 posted on 02/18/2013 5:15:46 AM PST by PapaBear3625 (You don't notice it's a police state until the police come for you.)
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To: PapaBear3625

They had other options instead of watering-it-down. That was truly a dumb move to consider.


50 posted on 02/18/2013 5:19:19 AM PST by carriage_hill (AR-10s & AR-15s Are The 21st Century's Muskets. Free Men Need Not Ask Permission!)
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