MM Proof Change

[macdeffe]

First there were a rush when people hoarded the shops to secure themselves a bottle of the 45

Now even more will rush out and buy a bottle to support the reversal decision

I think this has worked out very well for the general sales of MM :-)

Steffen

[Barrel_Proof]

I bought the wrong MM dusties just yesterday! Damn!

[ILLfarmboy]

I saw the news on Yahoo when I turned on the computer. Yay Yay Yay............

Now I'm gonna pick up a bottle of the 90.......and a bottle of 46 to show my support......hmmm....maybe two bottles of the 46:grin:

[bourbonandbacon]

i only wish the press release quoted Gob from arrested development. would have loved to see bill samuels write "i have made a huge mistake"

[Yeti]

On one hand I feel a little silly about picking up 2 family bottles. On the other hand the point was to stash some of the "same" whisky that I drank at my wedding 18 months ago. Regardless of a proof change or not, I guess I kinda accomplished that.

It is a nice story about the power of consumer opinion in this day and age.

[shoshani]

Ha! Saw the 84 proof at a Binny's this morn. Now I have to pick up one of those collectibles!

[smknjoe]

You're up for Bourbonian of the Year! :toast:

And the Psychic Friends Network may be enlisting you as well. :grin:

Psychic Bourbonian of the Year!

Look at all of the (negative) press they got in social and mainstream media. Pre Twitter days other proof drops went under the radar (Jack Daniels.)

[cowdery]

The announcement as sent to Ambassadors earlier today is here.

[shoshani]

I'm not sure what the policy is for posting material from elsewhere, but MM has a post on their Facebook page that I'd like to quote for those who eschew Facebook. It's timestamped just under two hours ago.

You spoke. We listened.

Dear Friends,

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 Bill Samuels, Jr

Chief Operating Officer Chairman Emeritus

rob@makersmark.com bill@makersmark.com

Note: Many are comparing this to New Coke. Someone asked Coca-Cola President (at the time) Donald Keough if Coke had planned the whole idea of removing old Coke, replacing it with new Coke, then bringing Old Coke back. His response was "Truth is, we're not that dumb and we're not that smart." I have a feeling if you ask a Samuels about this, the response would be similar.

Edited February 17, 2013 by shoshani
Format adjustment

[ThomasH]

Just lile guns and ammo, time to stock up, prices will now likely increase!

Thomas

[msk2718]

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.

Edited February 17, 2013 by msk2718

[cowdery]

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.

Just guessing.

And where is Master Distiller Greg Davis?

It looks like we're going to have to drag information out of them about the "recent expansion" they're now touting (which Rob knew nothing about when I talked to him last Saturday). Also, approximately how many cases of 84 proof were produced? Are they being recalled or allowed to sell through? That sort of thing.

[clingman71]

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

[Bourserker]

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.

[ebo]

Wow! I never expected that! Kudos to MM!

[anyexcuse]

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.

[BFerguson]

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

[ebo]

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

[squire]

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

[MyOldKyDram]

To what end, though?

[JPBoston]

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

[T Comp]

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.

[sku]

Several bars are already offering a new drink called "The Apology" consisting of a shot of Maker's with New Coke. If only we could watch some movies on Qwikster while enjoying it.

[boone]

They listened http://www.nbcnews.com/business/makers-mark-stop-watering-down-its-whiskey-1C8410338 back to the original proof!

[JPBoston]

In a tweet Sunday, the company said to its followers: "You spoke. We listened."

I think what they meant to say was "The people who bought MM within the last 30 days spoke. We listened."