Attention Bourbon Fans - Maker's Mark Cutting ABV

[iamwiz82]

Just got this email from Maker's Mark regarding the fact that they are cutting their ABV to make up for a lack of product. I suspect that their rack houses are low on inventory. I was there this past summer and the one they tour through was pretty sparse versus the way I have seen it in the past.

Dear Maker’s Mark® Ambassador,

Lately we’ve been hearing from many of you that you’ve been having difficulty finding Maker’s Mark in your local stores. Fact is, demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply. We never imagined that the entire bourbon category would explode as it has over the past few years, nor that demand for Maker’s Mark would grow even faster.

We wanted you to be the first to know that, after looking at all possible solutions, we’ve worked carefully to reduce the alcohol by volume (ABV) by just 3%. This will enable us to maintain the same taste profile and increase our limited supply so there is enough Maker’s Mark to go around, while we continue to expand the distillery and increase our production capacity.

We have both tasted it extensively, and it’s completely consistent with the taste profile our founder/dad/grandfather, Bill Samuels, Sr., created nearly 60 years ago. We’ve also done extensive testing with Maker’s Mark drinkers, and they couldn’t tell a difference.

Nothing about how we handcraft Maker’s Mark has changed, from the use of locally sourced soft red winter wheat as the flavor grain, to aging the whisky to taste in air-dried American white oak barrels, to rotating our barrels during maturation, to hand-dipping every bottle in our signature red wax.

In other words, we’ve made sure we didn’t screw up your whisky.

By the way, if you have any comments or questions, as always, we invite you to drop us a line at rob@makersmark.com or bill@makersmark.com. Thanks for your support. And if you’ve got a little time on your hands, come down and see us at the distillery.

Sincerely,

Rob Samuels
Chief Operating Officer
Ambassador-in-Chief

Bill Samuels, Jr.
Chairman Emeritus
Ambassador-at-Large

 

[lxskllr]

Not a fan of Makers Mark, but it's good seeing a company being upfront about product reductions. Most don't say a word, and hope people don't bitch.

 

[GagHalfrunt]

It's really difficult for business sectors that sell product that needs to be aged to keep up with sudden spikes in demand. Doubling production doesn't make a single bottle more available for years. It was a big problem with popular cigar brands during the mid-90's cigar boom. It took a long time for supply to catch up.

 

[Mixolydian]

I toured their distillery once many years ago, it was pretty cool.

 

[techs]

So they are saying they are going to water down the whiskey?

Bad move.

Let the price rise to reduce demand.

 

[lxskllr]

So they are saying they are going to water down the whiskey?

Bad move.

Let the price rise to reduce demand.

Almost all whiskey is watered down; they're just changing the ratio.

 

[Farang]

Not a fan of Makers Mark, but it's good seeing a company being upfront about product reductions. Most don't say a word, and hope people don't bitch.

Classy move, but better PR work I think. If you read between the lines it could just be saying that they are looking to expand distribution and must increase supply by watering down the product. The way it reads sounds like long time Makers Mark drinkers are showing up to the store and seeing the shelf empty, which for me personally has never happened.

 

[K1052]

It's really difficult for business sectors that sell product that needs to be aged to keep up with sudden spikes in demand. Doubling production doesn't make a single bottle more available for years. It was a big problem with popular cigar brands during the mid-90's cigar boom. It took a long time for supply to catch up.

This is an even bigger problem with rye whiskers that are now becoming popular. There is very little old rye available because it fell out of favor for various reasons after prohibition so far less was produced. Now that demand is way up only young ryes can be easily had.

 

[BladeVenom]

If I wanted it watered down, I'd do it myself.

If they want to spread it around farther, use smaller bottles.

 

[GrumpyMan]

Unacceptable.

 

[techs]

This is an even bigger problem with rye whiskers that are now becoming popular. There is very little old rye available because it fell out of favor for various reasons after prohibition so far less was produced. Now that demand is way up only young ryes can be easily had.

I thought Makers Mark didn't use rye.

 

[iamwiz82]

I thought Makers Mark didn't use rye.

Correct, Maker's Mark uses winter wheat.

 

[Nintendesert]

Correct, Maker's Mark uses winter wheat.

You mean just like was stated in your OP?!

 

[K1052]

I thought Makers Mark didn't use rye.

It doesnt but US whiskies and bourbon have surged in popularity in general.

 

[grohl]

I think its a shitty idea but I do give them kudos for being upfront about it.

 

[techs]

I can't get my head around the math. If they reduce the alcohol by 3 percent, and it previously contained 45 percent alchohol, how much more do they have to sell?

 

[lxskllr]

I can't get my head around the math. If they reduce the alcohol by 3 percent, and it previously contained 45 percent alchohol, how much more do they have to sell?

750*.45*.03, so they get an extra 10.125ml per bottle, right?

 

[Blieb]

This is stupid. They should just sell out of it.

Make more now and hope it's still as popular in 7+.

 

[iamwiz82]

750*.45*.03, so they get an extra 10.125ml per bottle, right?

Bourbon is cut from it's original high ABV of up to 80%. They cut it to under 62.5% when barreled, and then it's got to be bottled at something above 40%.

That being said Maker's Mark also has Maker's 46, which is 46% ABV instead of 43%. Just checked my liquor cabinet and these are the bourbons and their ABV:

Angel's Envy - 43.3%
Evan Williams - 43%
Evan Williams Single Barrel - 43.3%
Basil Hayden - 40%
Elijah Craig 18 Year Single Barrel - 45%
Woodfford Reserve Double Oaked - 45%

I also have some Maker's white whiskey too, that's at 62.5%. Rought stuff

 

[techs]

750*.45*.03, so they get an extra 10.125ml per bottle, right?

I was thinking more in terms of total amounts. How much does it increase the amount of Makers they have available to sell by total company volume.

 

[gorcorps]

I haven't had a problem finding it. Any time I've wanted it I've found it in whatever liquor store or supermarket we went to. As much as I like Maker's Mark, I'm calling bullshit shenanigans on the "many of you" not finding it. What location? How much is "many"? How long has it been going on?

 

[Kev]

I haven't had a problem finding it. Any time I've wanted it I've found it in whatever liquor store or supermarket we went to. As much as I like Maker's Mark, I'm calling bullshit shenanigans on the "many of you" not finding it. What location? How much is "many"? How long has it been going on?

I was thinking the same. I have had no problems finding it.

 

[techs]

I haven't had a problem finding it. Any time I've wanted it I've found it in whatever liquor store or supermarket we went to. As much as I like Maker's Mark, I'm calling bullshit shenanigans on the "many of you" not finding it. What location? How much is "many"? How long has it been going on?

I was thinking the same. I have had no problems finding it.

So, the company is really deciding to give you less per bottle rather than raise the price so you pay more per bottle.

I guess that works out for them since they can get more new drinkers by having more bottles available rather then having the same number of bottles at a higher price. They must figure once supply catches up that more drinkers is better than raising the price.

BTW I wonder if they considered slightly lowering the size of each bottle?

 

[gorcorps]

So, the company is really deciding to give you less per bottle rather than raise the price so you pay more per bottle.

I guess that works out for them since they can get more new drinkers by having more bottles available rather then having the same number of bottles at a higher price. They must figure once supply catches up that more drinkers is better than raising the price.

BTW I wonder if they considered slightly lowering the size of each bottle?

I would think getting new bottles made up would cost more than it's worth

 

[surfsatwerk]

http://www.youtube.com/watch?v=00ps8C2sDSs