US: Beam Inc abandons Maker's Mark abv change decision

By Olly Wehring | 17 February 2013

The abv of Maker's Mark will remain at 45% after consumers attacked Beam Inc's proposal

Beam Inc has buckled to consumer power and reversed its decision to reduce the abv of its Maker's Mark Bourbon brand.

The US-based spirits producer saw Bourbon drinkers vent their anger on social media networks last week when it announced that rising demand would result in it lowering Maker's Mark's abv from 45% to 42%. The move was widely attacked with many consumers taking to Twitter to attack the decision.

However, earlier today (17 February), Beam posted a message on the Maker's Mark Facebook page, in which it said it would not alter the abv of Maker's Mark.

“We’re humbled by your overwhelming response and passion for Maker’s Mark,” said the note, signed by the COO and chairman of the Maker's Mark division. “While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.

“We’re sincerely sorry we let you down.”

When asked about what the move would mean for the price point of Maker's Mark going forward, a spokesperson for Beam Inc told just-drinks: "Today, we’re focused on the transition to returning to 90 proof and not on pricing strategies."

Sales volumes of Maker's Mark have risen by 30% since 2010, with around 1m cases being sold in 2012.

Expert analysis

Beam Inc. (BEAM) - Financial and Strategic SWOT Analysis Review

Beam Inc. (Beam), formerly known as Fortune Brands, Inc, is a premium spirits company. The company offers branded distilled spirits products. The product portfolio of the company consists of bourbon whiskey, Scotch whisky, Canadian whisky, tequila, cognac, rum, cordials, and ready-to-drink pre-mixed cocktails. The renowned brands offered by the company include Jim Beam Bourbon, Canadian Club Whisky, Maker’s Mark Bourbon, Sauza Tequila, Courvoisier Cognac, Teacher’s Scotch, Laphroaig Scotch, Knob Creek Bourbon, Cruzan Rum, Basil Hayden’s Bourbon, Kilbeggan Irish Whiskey, Hornitos Tequila, Skinnygirl Cocktails, EFFEN Vodka, Pucker Vodka and Sourz Liqueurs among others. The company’s major markets includes North America, Australia and Europe, and also maintains presence in the markets of India, Brazil, Russia, Central Europe, Asia, and other geographies. The company is headquartered in Illinois, the US. The company is expanding its operations as evident from its recent acquisition related agreement with White Rock Distilleries to acquire the fast-growing Pinnacle Vodka and Calico Jack rum brands and other related assets for $605m in cash.

Sectors: Spirits

Companies: Beam Inc

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