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Dumb Moments in Consumer Marketing: Maker’s Mark Lowers its Proof

Via New York Post:
The distillery behind Maker’s Mark bourbon is reducing the amount of alcohol to meet a rise in global demand, company officials said today. Maker’s Mark is distilled to 45 percent alcohol by volume — or 90 proof — and, after the change, would go down to about 42 percent ABV or 84 proof. “Lately we’ve been hearing from many of you that you’ve been having difficulty finding Maker’s Mark in your local stores,” Maker’s Mark executives Rob Samuels and Bill Samuels Jr. wrote in a joint email to clients. “Fact is, demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply.” The bourbon brand — which famously used the slogan “It tastes expensive… and is” in the ‘60s and ‘70s — looked at “all possible solutions” and “worked carefully” to reduce the alcohol by volume of the beverage by 3 percent. . .

Stupid, stupid, stupid. - Greg Pollowitz


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