Maker's Mark Waters Down Its Bourbon to Keep Up With Demand

by The Drink Nation on Feb 11, 2013 in Liquor
Maker's Mark Waters Down Its Bourbon to Keep Up With Demand

Maker’s Mark’s flagship bourbon is about to get slightly less boozy. In an email to “Maker’s Mark Ambassadors” (the company’s name for fans that don’t care enough to unsubscribe from its newsletter), executives and explained the reason for the reduction. It’s all about supply and demand.

Bourbon has exploded as a popular category in recent years, not only in the U.S. but also in India and other overseas countries. “Fact is, demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply,” write COO Rob Samuels and Chairman Emeritus Bill Samuels, Jr. The email letter goes on to explain that the ABV will be reduced by 3% in order to ensure there is enough Maker’s Mark to go around.

By “reducing the ABV by 3%,” the company appears to mean it will drop three percentage points: the original Maker’s Mark rang in at 46% ABV, and the new bottles will carry 43% ABV. The company, which is part of the Jim Beam conglomerate, ran extensive taste tests and drinkers could not tell the difference between the two. The Samuels’ declare the new taste profile is “ completely consistent with the taste profile our founder/dad/grandfather, Bill Samuels, Sr., created nearly 60 years ago.”

There’s already been plenty of chatter about the change online, with many drinkers complaining, but the fact is, the difference is pretty minimal. It’s highly unlikely to be at all noticeable in any drink except a neat pour — even a different sized ice cube in a rocks pour will change the flavor profile more than this. For those who absolutely must have a higher bourbon, there’s always Maker’s 46, which is aged slightly longer than the original and carries a 47% ABV.

What do you think, will you notice the difference?

Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
The Shark Week Drinking Game

The Shark Week Drinking Game

This year, one of cable TV's longest-running programs celebrates its 29th anniversary. Enjoy it to the fullest with this handy game. Shark Week starts...read more ›

by The Drink Nation Jun 26, 2016
A Spanish Winemaker is Producing Blue Wine

A Spanish Winemaker is Producing Blue Wine

We've all heard of red wine and white wine. But now, we can get what we've always dreamed of when looking through a wine list: blue wine. ...read more ›

by Ryan Hudak Jun 21, 2016
Devil's Creek Brewery Is Open in Collingswood

Devil's Creek Brewery Is Open in Collingswood

Collingswood's first brewery, Devil’s Creek Brewery, opened its doors recently on May 21 at its new spot on Haddon Avenue....read more ›

by Erica Bauwens Jun 2, 2016
SPONSORED
Craft Beer Garden and Restaurant Comes to Cooper River

Craft Beer Garden and Restaurant Comes to Cooper River

Cooper River Park in Pennsauken may be known for weddings and crew races, but a new beer garden is giving craft beer lovers a new excuse to check out ...read more ›

by Erica Bauwens Jun 2, 2016
Tonewood Brewing Is Coming to Oaklyn

Tonewood Brewing Is Coming to Oaklyn

Oaklyn is getting a brand new brewery called Tonewood Brewing, which will be run by two brothers, with a projected opening date of Tuesday, June 7....read more ›

by Erica Bauwens Jun 2, 2016
Medford's Main Street Is Experiencing a Craft Beer Boom

Medford's Main Street Is Experiencing a Craft Beer Boom

Medford in Burlington County will soon be home to two craft breweries along their Main Street drag....read more ›

by Erica Bauwens May 18, 2016
The Inventor of St. Germain, Robert J. Cooper, Has Passed Away at 39

The Inventor of St. Germain, Robert J. Cooper, Has Passed Away at 39

The inventor of St. Germain passed away on Monday, April 25, 2016....read more ›

by Alexander Frane May 2, 2016
Make This Purple Cocktail To Honor Prince's Memory

Make This Purple Cocktail To Honor Prince's Memory

Make this delicious purple cocktail to honor Prince's memory....read more ›

by The Drink Nation Apr 21, 2016
This Late Night L.A. Restaurant is Serving Boozy Bowls of Classic Kids Cereal

This Late Night L.A. Restaurant is Serving Boozy Bowls of Classic Kids Cereal

Grab a boozy, late-night breakfast at L.A.'s newest concept....read more ›

by Alexander Frane Apr 19, 2016
Disney's Tower of Terror Is Getting a Bar

Disney's Tower of Terror Is Getting a Bar

Disney's Tower of Terror is getting its very own bar....read more ›

by Alexander Frane Apr 15, 2016
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close