Blog: Olly WehringBeam Inc - Hey, fellas, I have an idea

Olly Wehring | 3 May 2013


Did anyone else find it curious yesterday to see volumes of Maker's Mark soar in Beam Inc's first quarter? After all, a 44% leap in quarterly volumes year-on-year positively jumped off the page.

My eyebrows rose even higher when Beam CEO Matt Shattock conceded that the brands performance in the three months to the end of March was related to the company's announcement – and then the subsequent climbdown – that it was reducing the Bourbon's abv.

Maybe, if Beam makes this move every quarter – perhaps with a different brand each time – it would prevent the “cycling tough comps” line from having to be resorted to.



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