Makers Mark listened...and reversed course!

[Joe G]

I wondered the same thing at first....but after I saw they actually produced some at 42% ABV.....I think that proves they actually changed production based on the new 'mix'. I think the original decision to dilute was solely a decision of their new owners, Beam Inc. and not at all the Samuels Family. Either way....they got a ton of free publicity out of the whole deal....

+1

They were already selling as much as they could produce - hence the decision to water it down to increase supply. Beam was hoping to increase production and profits as they work on increasing long-term production which wouldn't hit the market for years.

Extra publicity didn't hurt, though. I'm guessing they'll just increase prices for "the new 90 proof product" which was the same as the old 90 proof product.