Maker’s Mark announced it is reducing the amount of alcohol in the spirit to keep pace with rapidly increasing consumer demand.
Yes, lowering demand by denaturing the product should work nicely. I’ve pretty much gone to Four Roses anyway for home use, but I will know better than to order Maker’s in a bar now.
… Yes I know Four Roses is 80 proof. It’s the principle. If I want a stronger bourbon, I’ll pick up Jim Beam Black.
… Sonny Bunch:
As I joked on Twitter, the geniuses at Maker’s Mark are diluting their product in order to ensure that more people have access to a crappier product. This is so remarkably stupid I don’t even know where to begin. All I’ll say is that we have a tried and true solution to this problem: raise the price! When demand for your product increases and you have no ability to make the same product at the same price point, you raise the price of the product. Then, once your production capabilities have caught up or demand slackens, you lower the price again. You don’t damage the brand by making an inferior product.
It’s grimly hilarious. Maker’s is surely the best bourbon brand on the planet. (Remember, please, that Jack Daniels is not bourbon.) The people at Jim Beam must be high-fiving one another in incredulous joy.