- Jan 10, 2001
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 Makers Mark® Ambassador,
Lately weve been hearing from many of you that youve been having difficulty finding Makers Mark in your local stores. Fact is, demand for our bourbon is exceeding our ability to make it, which means were 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 Makers Mark would grow even faster.
We wanted you to be the first to know that, after looking at all possible solutions, weve 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 Makers Mark to go around, while we continue to expand the distillery and increase our production capacity.
We have both tasted it extensively, and its completely consistent with the taste profile our founder/dad/grandfather, Bill Samuels, Sr., created nearly 60 years ago. Weve also done extensive testing with Makers Mark drinkers, and they couldnt tell a difference.
Nothing about how we handcraft Makers 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, weve made sure we didnt 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 firstname.lastname@example.org or email@example.com. Thanks for your support. And if youve got a little time on your hands, come down and see us at the distillery.
Chief Operating Officer
Bill Samuels, Jr.