Don’t screw up the Whisky
The photo shown is personalized bottle in Bill’s personal collection, which I should mention he owned long before the thought of adding water to the Whisky was discussed. The bottle has both Bill Jr., and Bill Sr. facing one another with the quoted text underneath reading, “See Dad? I didn’t screw up the Whisky”. How appropriate?
For those who haven’t heard Maker’s Mark is tossing out the ideal of the additional water to its Whisky. The people spoke loudly and proudly on the topic basically telling Maker’s, “If it isn’t broke, don’t fix it”. Therefore, Maker’s decided to listen to their customers and do just that. You hear it all the time, people saying “history repeats itself”, and I suppose if Maker’s Mark were to of only spoken to Coca-Cola before making the change they could of possible dodged the backlash.
However, some batches of the bottles with a 42% ABV are out there, and do exist! If you find one of these bottles please notify us where you were able to find one so we can help other collectors get this “fail experiment”.
We should also add, Maker’s released this statement letting us all know that everyone’s voice counts. It read,
Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.
You spoke. We listened. And we’re sincerely sorry we let you down.
So effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning.
The unanticipated dramatic growth rate of Maker’s Mark is a good problem to have, and we appreciate some of you telling us you’d even put up with occasional shortages. We promise we’ll deal with them as best we can, as we work to expand capacity at the distillery.
Your trust, loyalty and passion are what’s most important. We realize we can’t lose sight of that. Thanks for your honesty and for reminding us what makes Maker’s Mark, and its fans, so special.
We’ll set about getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production process. Same product.
As always, we will continue to let you know first about developments at the distillery. In the meantime please keep telling us what’s on your mind and come down and visit us at the distillery. It means a lot to us.