LOUISVILLE, Ky. — After hearing from “thousands” of bourbon drinkers in less than a week, Maker’s Mark is reversing course. It will no longer try to extend supplies of its flagship spirit by adding extra water. The company waved the white flag at noon EST on Sunday, announcing through email and social media that it was a mistake to reduce the bourbon’s alcohol content from 45 percent to 42 percent. ”We’ve been more than humbled by the overwhelming response,” said Maker’s Mark Chief Operating Officer Rob Samuels in an interview. Starting Monday, he said, every bottle coming out of the Loretto, Ky.-based company will be back to its historic 90-proof strength.
Pretty sure this was just one big PR event for Makers to brag about how popular they are or something. Announce you’re going to water down your shit, sit back and wait for everyone to tell you how awesome you are how much they love you and how you can’t ruin their favorite whisky, then collect all the responses and use it for your next commercial. Say you’re not going to change because so many people are obsessed with you just the way you are. Alcohol humblebrag of the century. At least I hope that’s what their plan was because just coming out and saying your watering down your liqour to anybody who will listen had to be one of the all time worst marketing decisions I’ve ever seen in my life. Not sure what else they would expect the response to be? As can be evidenced by the comments on my original Makers blog, people take their whiskey SERIOUS. Start fucking around with proofs and alcohol content and you’re going to have a full blown revolution on your hands. Good job coming to your senses Makers. I’m still going to stick with Bulleit but best of luck to you in rebuilding consumer confidence and good will.