Maker's Mark Really Misses The Mark

RENEE MONTAGNE, HOST:

Good morning. I'm Renée Montagne. The makers of Maker's Mark really missed the mark when they went public with a plan to water down the very popular bourbon. Last week, Maker's Mark announced it was going from 90 proof to 84 proof, to stretch supplies in the face of a steep rise in global demand. Loyal customers did not dilute their anger on Twitter. And after a rocky few days, the brand reversed itself yesterday. Cheers. It's MORNING EDITION. Transcript provided by NPR, Copyright NPR.