Blog: Divine intervention from the Maker for Beam Inc
Andy Morton | 12 February 2013
It was yesterday's big news – an almost unprecedented decision that shook an old and venerated institution to its core and shocked legions of faithful followers.
No, not the Pope resigning, but Beam Inc lowering the abv of Maker's Mark by 3%.
The Vatican's HR issues may have diluted the global coverage of “Kentuckygate”, as I think it ought to be called, but there was still plenty of invective on Twitter from Bourbon drinkers who want Beam's management to follow Pope Benedict XVI down to the employment office.
“I'm still processing Maker's Mark treachery on a lizard-brain, instinctual level,” drinks magazine Modern Drunkard tweeted, while cooler heads at The Atlantic magazine branded it "a risky move".
just-drinks editor Olly Wehring believes watering-down Maker's Mark is not quite the iconoclastic swipe against all that is holy some would have us believe, and was done at the alter of expediency rather than Mammon. You can read his thoughts here.
There might be another angle to this, though. Maker's Mark is by far more popular in the US than anywhere else. But, could Beam be about to launch a brand push to the rest of the world, where people care less about Maker's Mark's traditional alcohol profile? After all, 42% brings it closer in line with other international spirits and more likely to turn a profit in Bangalore and Bangkok.
And, surely that is something every Beam exec prays for.
Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....
Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....
Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...
Do you like whisk(e)y? And, I mean, really like whisk(e)y? Are you at a loose end in the first half of 2017? If so, then I've found just the job for you....
- Interview Berry Bros & Rudd CEO Dan Jago - Part I
- The threat of excess choice in beer is over-stated
- Key trends for the beer category in 2017 - Focus
- Key trends for the spirits sector in 2017 - Focus
- Key trends for the alcohol category in 2017
- Premium to counter mainstream in gin - research
- Bacardi lines up Canadian bottling plant closure
- Pernod unveils new St Patrick's Day Jameson bottle
- Asahi Group lifts 2016 sales, profits
- Brown-Forman launches brand nutrition website
- Global vodka insights - market forecasts, product innovation and consumer trends
- Global Cognac insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch insights - market forecasts, product innovation and consumer trends