Why Maker’s Mark Is Watering Down Its Bourbon

by Nate Wooley | February 11, 2013 1:45 pm

[1]Famous bourbon Maker’s Mark, owned by Beam (NYSE:BEAM[2]), is watering down the drinks.

The growing demand is behind the decision, reports[3] The New York Daily News. With the popularity of Maker’s Mark increasing, executives are cutting its alcohol content by 3% to stretch available supply and meet demand.

In a leaked memo obtained by the Daily News, Maker’s Mark owners say decreasing alcohol from 45% to 42% doesn’t effect the flavor. The memo reads, “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.”

The company is already expanding its operation and production to meet higher demand. But with each batch requiring six or more years of aging, it won’t be a fast process.

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Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2013/02/Makers_Mark.jpg
  2. BEAM: http://studio-5.financialcontent.com/investplace/quote?Symbol=BEAM
  3. reports: http://www.nydailynews.com/news/national/maker-mark-cuts-alcohol-content-3-article-1.1260765?localLinksEnabled=false
  4. 12 States that Can Now Buy Wine on Amazon: http://investorplace.com/2012/11/12-states-that-can-now-buy-wine-on-amazon/
  5. Craft Beer Set to Triple By 2017: http://investorplace.com/2013/01/report-craft-beer-set-to-triple-by-2017/
  6. Diageo Sitting on the Cusp of a Whisky Boom: http://investorplace.com/2013/01/diageo-sitting-on-the-cusp-of-a-whisky-boom/

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