Maker's Mark -3% ABV

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Maker's Mark -3% ABV

Postby Blackneto » Sat Feb 09, 2013 10:37 pm

As a Maker's Mark Ambassador I guess I'm required to pass on this news:

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

This message was delivered to [blackneto@blackneto.com] because you are a Maker’s Mark Ambassador and chose to receive e-mails from us.


So there you have it. A quality establishment admitting up front that they are going to change their recipe and try to make more money at the same time.

While I'm disappointed, at least they are not lying to the public.

Much Love,

Blackneto
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Re: Maker's Mark -3% ABV

Postby Mr. Viking » Sun Feb 10, 2013 6:29 am

bastards
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Re: Maker's Mark -3% ABV

Postby EuroSlave » Sun Feb 10, 2013 7:03 am

hold up

makers is only 40 percent here in aus
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Re: Maker's Mark -3% ABV

Postby Shane-O-Matic » Sun Feb 10, 2013 7:13 am

Well put, Blackneto. Shitty news, but at least it's being put to you straight.

I just learned that John Smith's Extra Smooth will be dropping from 3.8% to 3.6% as of this month, in an attempt to save on excise duty. Big saving, but it's still shite...although in fairness, John Smith's is pretty rotten anyway.
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Re: Maker's Mark -3% ABV

Postby tomodon » Sun Feb 10, 2013 9:07 am

Shane's Dentist wrote: ...although in fairness, John Smith's is pretty rotten anyway.


Yeah, think Jack Dee who advertised John Smith's even admitted it was rotten and he only did it for the cash.

On the Maker's thing, anyone else detecting the smell of bullshit from that statement? Can't meet the demand? Expand. Employ more people. Am no sales-guru but a company saying that they're selling too much seems strange...
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Re: Maker's Mark -3% ABV

Postby Mayhems » Sun Feb 10, 2013 9:11 am

Got the same email today. Isn't this what precipitated the TJD boycott years ago? Oh yeah, it was.
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Re: Maker's Mark -3% ABV

Postby steved2112 » Sun Feb 10, 2013 9:48 am

If your supply is unable to meet the demand, you need to increase supply, let the supply become rare, or change the price. I'm not a whiskey company but I understand that much.

Why not make it the same way and jack up the price, and sell the -3% for the previous price? That would help slow the demand on the regular stuff, and not employ the condescending "we're changing our product and you'll never know the difference" tactic. If people care about the extra 3%, let them vote with their selection. You've managed to control the ABV variable for this long. Don't just change it and tell us you haven't changed it.
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Re: Maker's Mark -3% ABV

Postby Palinka » Sun Feb 10, 2013 9:57 am

Well, there's another one off the Christmas card list...
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Re: Maker's Mark -3% ABV

Postby Shane-O-Matic » Sun Feb 10, 2013 2:53 pm

tomodon wrote:
Shane's Dentist wrote: ...although in fairness, John Smith's is pretty rotten anyway.


Yeah, think Jack Dee who advertised John Smith's even admitted it was rotten and he only did it for the cash.

On the Maker's thing, anyone else detecting the smell of bullshit from that statement? Can't meet the demand? Expand. Employ more people. Am no sales-guru but a company saying that they're selling too much seems strange...


That sounds like something Jack Dee would've said...at very least, sounds like something I'd have wanted him to say!

It's a weird one, but I have noticed (and raised a little noise about) the lack of Maker's Mark in my local supermarkets. It's good to have an answer now, but the answer isn't good.
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Re: Maker's Mark -3% ABV

Postby steved2112 » Sun Feb 10, 2013 3:00 pm

I've made a decision. I'm going to buy a bottle or two, and lay them down. One day I will think myself so clever for having squirreled away a quantity of the original Makers Mark.
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Re: Maker's Mark -3% ABV

Postby steved2112 » Sun Feb 10, 2013 3:01 pm

Who has $45 I can borrow for a few years?
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Re: Maker's Mark -3% ABV

Postby ivan » Sun Feb 10, 2013 9:34 pm

I think it's clear that it's time for a boycott.

Beam, Inc. has done this.
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Re: Maker's Mark -3% ABV

Postby Lush City » Sun Feb 10, 2013 9:53 pm

Maybe we should pay 3% less per handle? It's inflation folks. The value of the dollar is crashing. Time to distill your own and make a small market that will sustain you in profits to make and drink more fine whiskey.
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Re: Maker's Mark -3% ABV

Postby Miklo » Mon Feb 11, 2013 10:06 am

Lush City wrote:Maybe we should pay 3% less per handle? It's inflation folks. The value of the dollar is crashing. Time to distill your own and make a small market that will sustain you in profits to make and drink more fine whiskey.


This ^

Also, this is bullshit. This is grounds for boycott. 3% is only 3%, but it is a start in the wrong direction. They are failing as a company if they are unable to reconize and adjust to trends. There are simple laws and formulas for predicting this kind of shit. I happen to know a little about business, as that is my major right now. I would not be supprised if there is a raise in cost aswell. There is no way they didnt see this comming. For such a well established business, they knew what was going to happen and made a decision in there best interest, not ours. Likely, instead of taking a short term loss and increasing production, they opted to pocked the money now, and lower the abv, to increase product and decrease the quality. And since demand is still high, and supply is low, I see a raise in cost for less abv. This is the profit they were/are after. They clearly do not have there customers best interest in mind. I do not support this drop in abv, I do not condone the actions of this company. I would support a boycott.
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Re: Maker's Mark -3% ABV

Postby Mr. Viking » Mon Feb 11, 2013 10:28 am

I always meant to pick up a bottle of this when i had a bit of spare money. Now I probably won't
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