Find happy hours and drink specials anywhere you are

Maker's Mark Waters Down Its Bourbon to Keep Up With Demand

by The Drink Nation on Feb 11, 2013 in Liquor
Maker's Mark Waters Down Its Bourbon to Keep Up With Demand

Maker’s Mark’s flagship bourbon is about to get slightly less boozy. In an email to “Maker’s Mark Ambassadors” (the company’s name for fans that don’t care enough to unsubscribe from its newsletter), executives and explained the reason for the reduction. It’s all about supply and demand.

Bourbon has exploded as a popular category in recent years, not only in the U.S. but also in India and other overseas countries. “Fact is, demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply,” write COO Rob Samuels and Chairman Emeritus Bill Samuels, Jr. The email letter goes on to explain that the ABV will be reduced by 3% in order to ensure there is enough Maker’s Mark to go around.

By “reducing the ABV by 3%,” the company appears to mean it will drop three percentage points: the original Maker’s Mark rang in at 46% ABV, and the new bottles will carry 43% ABV. The company, which is part of the Jim Beam conglomerate, ran extensive taste tests and drinkers could not tell the difference between the two. The Samuels’ declare the new taste profile is “ completely consistent with the taste profile our founder/dad/grandfather, Bill Samuels, Sr., created nearly 60 years ago.”

There’s already been plenty of chatter about the change online, with many drinkers complaining, but the fact is, the difference is pretty minimal. It’s highly unlikely to be at all noticeable in any drink except a neat pour — even a different sized ice cube in a rocks pour will change the flavor profile more than this. For those who absolutely must have a higher bourbon, there’s always Maker’s 46, which is aged slightly longer than the original and carries a 47% ABV.

What do you think, will you notice the difference?

Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Pedialyte Has a New Product That Might Help Cure Your Next Hangover

Pedialyte Has a New Product That Might Help Cure Your Next Hangover

If you've been picking up Pedialyte at the corner store after a long night of drinking, you're not alone — a...read more ›

by The Drink Nation Jan 4, 2019
Cozy Up to These Winter Cocktails in D.C.

Cozy Up to These Winter Cocktails in D.C.

From themed drinks to warming cocktails, the holiday season and wintertime in general is the best time of the year for fun, festive drinks....read more ›

by Lanna Nguyen Dec 11, 2018
Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler has a new role - she has opened a wine store, Zula Wines & Spirits, in Brooklyn's Park Slope, according to Eater. ...read more ›

by The Drink Nation Dec 11, 2018
SPONSORED
Drink Nation Store Rectangle
Stay Warm in D.C. This Winter With These Hot & Spiced Cocktails

Stay Warm in D.C. This Winter With These Hot & Spiced Cocktails

Here are our top picks for D.C. tipples that will warm you up from the inside out....read more ›

by Lanna Nguyen Nov 27, 2018
Red Spot Whiskey Has Returned after 50 Years Out of Production

Red Spot Whiskey Has Returned after 50 Years Out of Production

After 50 years out of production, Red Spot Whiskey has returned to join the Spot Whiskeys family once again....read more ›

by The Drink Nation Nov 26, 2018
Miller High Life is Now Available in Champagne Bottles

Miller High Life is Now Available in Champagne Bottles

Miller High Life, commonly known as the 'Champagne of Beers,' is now available in actual champagne bottles for a limited run during the holiday season...read more ›

by The Drink Nation Nov 13, 2018
Jack Daniels is Making a Whiskey Advent Calendar For the Holiday Season

Jack Daniels is Making a Whiskey Advent Calendar For the Holiday Season

Jack Daniels has debuted a boozy advent calendar filled with, naturally, whiskey, just in time for the holiday...read more ›

by The Drink Nation Nov 13, 2018
Drinks Decoded: Hot Buttered Rum

Drinks Decoded: Hot Buttered Rum

In this series, we take a closer look at well-known cocktails. This week's Drinks Decoded takes on the Hot Buttered Rum....read more ›

by Lanna Nguyen Nov 12, 2018
Behind the Bar: Jason Wise, Director of the SOMM Documentary Film Series

Behind the Bar: Jason Wise, Director of the SOMM Documentary Film Series

For this installment of Behind the Bar, we spoke to Jason Wise, documentary filmmaker and director of the new ...read more ›

by The Drink Nation Oct 31, 2018
Where to Drink in D.C.'s Navy Yard

Where to Drink in D.C.'s Navy Yard

One of the city's fastest growing neighborhoods, Navy Yard is home to a plethora of bars and restaurants with more on the horizon. Here are our picks ...read more ›

by Lanna Nguyen Oct 29, 2018
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close