Maker's Mark Really Misses The Mark

February 18, 2013

Last week, Maker's Mark announced its popular bourbon was going from 90 proof to 84 proof, in order to stretch supplies in the face of a steep rise in global demand. Loyal customers did not dilute their anger on Twitter. After some rocky days, the brand reversed itself.

Transcript

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.