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Thread: MM Proof Change

  1. #311
    Connoisseur
    Join Date
    Apr 2008
    Location
    Dayton, OH
    Posts
    846

    Re: MM Proof Change

    Dear Ambassador,

    Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.


    You spoke. We listened. And we’re sincerely sorry we let you down.


    So effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning.


    The unanticipated dramatic growth rate of Maker’s Mark is a good problem to have, and we appreciate some of you telling us you’d even put up with occasional shortages. We promise we'll deal with them as best we can, as we work to expand capacity at the distillery.


    Your trust, loyalty and passion are what’s most important. We realize we can’t lose sight of that. Thanks for your honesty and for reminding us what makes Maker’s Mark, and its fans, so special.


    We’ll set about getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production process. Same product.


    As always, we will continue to let you know first about developments at the distillery. In the meantime please keep telling us what’s on your mind and come down and visit us at the distillery. It means a lot to us.


    Sincerely,


    Rob Samuels
    Chief Operating Officer,
    Ambassador-in-Chief

  2. #312
    Advanced Taster
    Join Date
    Nov 2012
    Location
    VA
    Posts
    100

    Re: MM Proof Change

    Well crap, I just went out and bought a bottle of the 90 proof stuff yesterday thinking I would kick myself later if I didn't get one for my collection when I had the chance. Guess I'll just have to drink it now. It's a good thing I have come around and think MM is ok...it ain't no OWA, but it's still decent stuff.

  3. #313
    Virtuoso
    Join Date
    Jul 2009
    Location
    Massillon, Oh.
    Posts
    1,258

    Re: MM Proof Change

    Wow! I never expected that! Kudos to MM!

  4. #314
    Apprentice
    Join Date
    Mar 2008
    Location
    Minnesota
    Posts
    25

    Re: MM Proof Change

    Quote Originally Posted by msk2718 View Post
    Well, I love a happy ending. (And my friends and co-workers will be glad not to hear me bitch about this anymore.) I seriously doubt this was Machiavellian marketing on the part of the Samuelses. No doubt this week has been hell for them.
    Happy indeed! I buy Makers occasionally (I have a 750 open right now along with a Fighting Cock and a couple others) and thought I would have to boycott it like I did with Jack Daniels when they lowered the proof twice. I think I've bought one bottle of Jack in the last fifteen years or so.

  5. #315
    Virtuoso
    Join Date
    Mar 2011
    Location
    SE Minn
    Posts
    1,057

    Re: MM Proof Change

    Quote Originally Posted by Bourserker View Post
    Well crap, I just went out and bought a bottle of the 90 proof stuff yesterday thinking I would kick myself later if I didn't get one for my collection when I had the chance. Guess I'll just have to drink it now. It's a good thing I have come around and think MM is ok...it ain't no OWA, but it's still decent stuff.
    Might as well save it, you can call it the "pre-proof change" vintage. Very collectable these days I hear-hard to find.

    Now you just need to find one of the 42%'s and now a "new" 45% to complete the series.

    B
    "Life is life and fun is fun, but it's all so quiet when the goldfish die."

  6. #316
    Virtuoso
    Join Date
    Jul 2009
    Location
    Massillon, Oh.
    Posts
    1,258

    Re: MM Proof Change

    Maybe I'm just naturally cynical, but I'm starting to think this was all staged.

  7. #317
    Guru
    Join Date
    Sep 2004
    Location
    Jackson, MS
    Posts
    12,574

    Re: MM Proof Change

    Aw, naw, ebo, say it ain't so.

  8. #318
    Guru
    Join Date
    Jun 2012
    Location
    Commonwealth of KY
    Posts
    3,192

    Re: MM Proof Change

    To what end, though?

  9. #319
    Connoisseur
    Join Date
    May 2012
    Location
    Glendale, AZ
    Posts
    534

    Re: MM Proof Change

    I'm glad MM "Manned up" and reversed their decision. Good on them...

  10. #320
    Disciple
    Join Date
    May 2008
    Location
    Chicagoland, Illinois
    Posts
    1,641

    Re: MM Proof Change

    Quote Originally Posted by cowdery View Post
    I sense a tug-of-war going on between the Samuels and their Beam overlords, and have heard some rumors to that effect. I imagine the Samuels predicting the outrage and the Beam folk saying, "don't worry, it will blow over." The Samuels know their fans well enough to have anticipated the reaction, even if the Beamers do not. Now the Samuels are being good soldiers and falling on their swords for a decision they never liked.
    "My guy" who knows the business quite well there, has as much as he can, hinted to me the same. This would have never happened before the Fortune split either.
    Thad

    BTOTY-2011

 

 

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