From the Kansas City Star:
Thousands of bourbon drinkers told Maker’s Mark that it bottled a big mistake when it reduced the alcohol content — to 84 proof from 90 proof — in its signature whiskey.
Within a week, the spirited outpouring elicited a promise to return the alcohol content to 90 proof, or 45 percent alcohol by volume.
Consumers spoke. The company listened.
Maker’s Mark is just the most recent company to misjudge its customers or its product and backpedal to protect its brand.
It wasn’t easy. On Sunday, Bill Samuels Jr., the chairman emeritus of Maker’s Mark, called the interlude the “worst four or five days in my life.”