The Business of Bourbon
Remember New Coke? I always question brands and their ulterior motives - even if in reality they don't have one. Last week when I heard that Maker's Mark had 'underestimated' the demand for their bourbon five years ago, (barreling less of it for the five year aging process), and had in turn decided to water down future batches, (to ensure supply met demand), the first thing I smelled was foul play. To make matters worse, to state that no one would even know the alcohol content had been lowered from 90 to 84 proof, (an overall decline of 7% in alcohol), the company, that thought it was being transparent, actually made it sound as if Maker's Mark drinkers were without palette and therefore it was without consequence if they watered the booze down. In no way am I accusing Maker's Mark of anything dirty, (no publicity is bad publicity), however the Maker's Mark brand equity is at stake and I find it hard to believe a company could be so blatantly
Always the entrepreneur, I'd planned to head right to the liquor store to stock up on 90 proof Maker's Mark for resale at a later date. But wait, could this move on my part actually be the desired end result of a marketing tactic?