US: Maker's Mark boss counters 'watering down' critics

By | 12 February 2013

Makers Mark is being cut to 42% abv

Maker's Mark is being cut to 42% abv

The son of the founder of Beam Inc's Maker's Mark has responded to critics over plans to cut the Bourbon's abv, arguing that it has not been "screwed up" and tastes the same.

Bill Samuels Jr, whose father first produced the brand in the 1950s, has posted a reply on the Beam-owned brand's website. It comes after the group revealed yesterday that it is reducing the Bourbon's abv from 45% to 42% to keep pace with demand.

The move sparked a strong reaction on Twitter, with some people criticising the "watering down" of the famous whiskey.

But Samuels, the chairman of Maker's Mark, responded saying that all Bourbon brands are cut with water "to achieve the desired proof for bottling". He added: "Maker's Mark has always been made this way and will continue to be made this way."

Samuels said demand for the drink "is continuing to grow at a pace we've never before experienced".

On why the company is not raising the price instead, Samuels said it was to stop the drink being "out of reach". "Dad's intention when he created this brand was to make good-tasting Bourbon accessible and to bring more fans into the fold, not to make it exclusive," he said.

A tasting panel at the distillery agreed there was "no difference in taste" between the new product and the old 45% Maker's Mark, according to Samuels.

He concluded with an appeal to drinkers to "allow us to prove that we didn't screw up your whisky".

Expert analysis

Beam Inc.: Consumer Packaged Goods Company Profile, SWOT & Financial Report

"Beam Inc.: Consumer Packaged Goods Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, business description, competitive benchmarking, SWOT analysis, key facts, information on products and services, details of locations and subsidiaries, plus information on key news events affecting the company.

Sectors: Spirits

Companies: Beam Inc

View next/previous articles

Currently reading -

US: Maker's Mark boss counters 'watering down' critics

There are currently no comments on this article

Be the first to comment on this article

Related research

Global market review of Tequila – forecasts to 2016

Beginning with an Executive Summary, the report scopes out the challenges ahead, how higher qualities might gain, retail value, premiumisation potential, expanding Tequila's horizon, Tequila's versatility, reducing complexity, industry structure, the...

The world’s top-performing spirits brands

This is the second edition of our popular ranking of the world's leading spirits brands....

Global market review of the travel retail drinks sector

Changing demographics, growing economies, increased disposable income and the rise in international and business travel have all contributed to the burgeoning travel retail sector....

Related articles

Analysis - Beam Inc now at 50% risk of takeover

Beam Inc now has a one in two chance of being taken over by a bigger rival looking to benefit from a Bourbon boom, according to an analyst. .

just For Subscribers - The week in drinks

Here are the ten most viewed, subscriber-only items on just-drinks this week:

just the Round-Up - The week in drinks

The top ten stories published on just-drinks this week:

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page