Distillers of a world famous bourbon has cut its alcohol content so it can meet increasing demand for the drink.
The owners of Maker's Mark, which is distilled Loretto, Kentucky, said they are unable to produce the bourbon fast enough.
The plans became public after an email from Maker's Mark executives Rob Samuels and Bill Samuels Jr, son of the company's founder, emerged.
It announced that the bourbon - which used the slogan 'It tastes expensive... and is' - will drop its alcohol content by there per cent.
It will now be reduced to 42 per cent ABV from 45 per cent.
But it won't be any cheaper, I'm sure. And I doubt most could taste the difference between 45% and 42% without knowing to pay attention. So maybe they should've just made the change quietly.
But, why not just raise the price? If they can't make enough, then they aren't charging enough. Or, is there something in play here that trumps supply/demand?
I attended my employer’s client conference back in September. One of our associated management firms is located in Louisville. Their crew went on, and on, about how a herd of new boutique bourbons will be coming of age over the next two years.
Probably one of Makers Mark’s marketing variables.
I’ll shoot Makers, but I prefer sipping Four Roses (single barrel).