Maker's Mark Price Drop

[barturtle]

There is an ad running in two of KY's newspapers, written (supposedly) by Bill Samuels.

You don’t need 20/20 vision right now to see that times are tough. For all of us. Whether you’re an executive of a blue-chip corporation or a convenience store bagger, everyone is doing whatever they can to cut back and stay afloat.

As we all know, the government has had its hands full with the unenviable job of digging us out of this serious
economic recession. And, as we all know, it’s not going to be a quick fix. But I’ve never been one who enjoys
watching the action from the sideline. So, I thought I’d try to lend a hand.

Many of you may have noticed a tax hike that went into effect not too long ago. It was an increase in Kentucky’s
alcoholic beverage tax. Some may say that it wasn’t such a big deal. But I’d hate to see a tax hike keep
people from enjoying their favorite bourbon.

And now, to my point.

For the first time ever, we’re lowering the price of Maker’s Mark® for our retailers in the amount of six percent. Which coincidentally is also the exact amount of the tax hike. We’ve encouraged all of our retail
 partners to pass these savings on to you, our friends.

Which means the next time you’re out visiting your favorite liquor store, you’ll have the chance to thank
them for passing their savings along to you.

[smokinjoe]

Oh, crap. I can hear the bellyaching beginning, already.

It'll probably go something like: "Just another insincere chapter from that Evil Maker's Mark Marketing Group." Or, "A thinly veiled attempt to trick us into buying more Maker's Mark." And, "I'd have more respect for them if they just put the whiskey in an unmarked Ball jar, cancel are advertising, and justify the lower price through real packaging savings...Blah, blah, blah..."

Heck, I don't need more bourbon, and the decrease isn't going to help me down here in Georgia, but I'm gonna go buy a bottle of MM today. Dang, I'm easy...

[barturtle]

Actually, while it's not going to make me go out and pick up some Maker's anytime soon (or likely until they up the proof, age it longer, etc.), I think it's kind of cute: Not only does the customer pay 6% less, but the taxman gets 6% less. Make the customer happy and stick it to the guys who you were opposed to in the first place.

[ILLfarmboy]

Not only does the customer pay 6% less, but the taxman gets 6% less. Make the customer happy and stick it to the guys who you were opposed to in the first place.

Now you're talking my language. Though, I'm sure they decided it was a sound business decision to drop the price. Perhaps they thought, especially in these financial times, the price point was positioned a bit too high. But yeah, anytime greedy government gets their comeuppance it makes me smile.

[fishnbowljoe]

Is this price drop nationwide, or just in Kentucky? Nothing on the MM website about this at all. I think MM is a decent bourbon. I'll always have some on hand. Still, this is the kind of of thing that makes you go "Hmmmmmmm". Joe

[gothbat]

That's pretty cool. Of all the brands out there you'd expect the one that used (or maybe still uses...) the tag line "It tastes expensive... and is." to be the last brand to do something like this.

[smokinjoe]

It is cool. I applaud them for it. But, it is an interesting move from a brand management standpoint. Wandering minds might wonder if this is simply an isolated move, or is it part of a Beam bigger-picture plan for the brand and their other brands.

[CajunKY]

Bill Samuels came out strongly against the tax increase before it took affect April 1st and I'm glad to see him taking an active approach against it still.

I find Makers to be a very enjoyable pour, and most likely will pick another bottle up soon as a thank you to their gesture. Regardless of their motives, it's a great business move.

[ODaniel]

How much has it been normally? I wonder if Liquor Barn has lowered the price.

[TNbourbon]

The biggest thing, to me, is the uncoupling of Maker's Mark's price to that of Jack Daniel's. For quite a number of years -- in our market, anyway -- Maker's Mark deliberately and openly wanted to compete, pricewise, with JD. They even requested side-by-side placement with JD. That seemed ironically appropriate, to me, since both are way overpriced, in my opinion, for young-to-middling-aged whiskies.
Anyway, at $25, a 6% reduction is a $1.50 decrease, which (presumably) Jack Daniel's will not take. It's almost as if MM has decided to float its 'currency' on the open market.