The marketplace is a wonderful thing, isn’t it?
In response to a cacophony of criticism, Louisville, Kentucky-based spirits manufacturer Maker’s Mark reversed course this week and announced it would not be diluting the alcohol content of its signature brand.
“We’ve been more than humbled by the overwhelming response,” the company’s CEO said in a statement.
Maker’s Mark executives were hoping to reduce the alcohol content of the Kentucky straight bourbon from 45 percent to 42 percent in an effort to boost their supplies. Drinkers howled – and now the brand’s historic 90 proof status has been restored.
The company’s decision prompted “much rejoicing” in the S.C. General Assembly, where Maker’s Mark isn’t just a drink of choice – it’s a blood type.