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Maker´s Mark cuts amount of alcohol
in its bourbon to meet demand

Daily Mail [UK], by Staff

Original Article

Posted By:Attercliffe, 2/10/2013 8:56:46 AM

Distillers of a world famous bourbon has cut its alcohol content so it can meet increasing demand for the drink. The owners of Maker´s Mark, which is distilled Loretto, Kentucky, said they are unable to produce the bourbon fast enough. The plans became public after an email from Maker´s Mark executives Rob Samuels and Bill Samuels Jr, son of the company´s founder, emerged. It announced that the bourbon--which used the slogan ´It tastes expensive... and is´--will drop its alcohol content by there percent. It will now be reduced to 42 percent ABV from 45 percent.

Comments:
Another side effect of ODL´s administration: more alcohol is being consumed, it being (for the moment) a legal, if not the most sensible, solution. The typos in the article lead me to suspect that someone was imbibing a cheaper product in sympathy while, or shortly before, proofreading.

      


Post Reply  

Reply 1 - Posted by: PChristopher, 2/10/2013 9:01:00 AM     (No. 9168428)

I suspect that won´t be well received.

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Reply 2 - Posted by: WV.Hillbilly, 2/10/2013 9:16:17 AM     (No. 9168445)

I suspect the alcohol won´t go back up after production goes up.
How long will it take for production to catch up when the product is aged for 6 1/2 years?

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R-G1
  
R-VAR_AD


 
Reply 3 - Posted by: SCYankee, 2/10/2013 9:16:53 AM     (No. 9168448)

They are following the ill-advised route taken by Jack Daniel´s. Bad idea.

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Reply 4 - Posted by: Bevan, 2/10/2013 9:24:24 AM     (No. 9168459)

Why is all the real important news only published in foreign newspapers.

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Reply 5 - Posted by: QRP, 2/10/2013 9:39:02 AM     (No. 9168474)

Thats how you keep that premium cachet. Trust me guys it would have been better to raise the price.

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Reply 6 - Posted by: LudicrousSextus, 2/10/2013 9:45:03 AM     (No. 9168483)

Hmmm. At the corner pub, we refer to that as ´watering down a customer´s drink´.

Pretty funny - ´the formula was so successful, it requires us to change the formula´.

Where have we heard that one before? Besides ´limited government´, that is...

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Reply 7 - Posted by: tisHImself, 2/10/2013 10:05:50 AM     (No. 9168515)

Makerrs mark with splash of new coke barkeeper.

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Reply 8 - Posted by: Ribicon, 2/10/2013 10:09:02 AM     (No. 9168517)

Blasphemy.

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Reply 9 - Posted by: seamusm, 2/10/2013 10:09:10 AM     (No. 9168518)

I´d best stock up.

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Reply 10 - Posted by: Blue-Z-Anna, 2/10/2013 10:20:21 AM     (No. 9168536)

Mo bettah drink de rum, mon.

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Reply 11 - Posted by: cosmic charlie, 2/10/2013 10:26:05 AM     (No. 9168544)

Makers Mark? Why I´d rather suck the snot from a collie dogs nose...
Elmer T. Lee for me!

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Reply 12 - Posted by: killerbee, 2/10/2013 10:43:25 AM     (No. 9168575)

Nobody needs 80 proof alcohol. Universal background checks for all buyers and nothing larger than a pint sold legally should fix the supply problem, too.

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Reply 13 - Posted by: on fire, 2/10/2013 10:45:14 AM     (No. 9168580)

If there is this much demand, increase the price & keep your luxury product image.

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Reply 14 - Posted by: horacer, 2/10/2013 10:47:07 AM     (No. 9168582)

Rule 1 in business. Don´t mess with success. See New Coke.

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Reply 15 - Posted by: Talk2, 2/10/2013 11:17:25 AM     (No. 9168626)

Is this the same as paying for the new pound of coffee for which you receive 12 ounces, or the pound of bacon which weighs 12 ounces, or the can of soup you pay to receive in a smaller container?

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Reply 16 - Posted by: Country Boy, 2/10/2013 11:35:45 AM     (No. 9168647)

Makes no sense. It´s the aging process that the limits supply not alcohol content. My BS meter is banging.

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Reply 17 - Posted by: capt scurvey, 2/10/2013 11:41:17 AM     (No. 9168654)

Water it down so we can make more money.

Now there´s a business model to reflect our times...

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R_DBL_B
  


 
Reply 18 - Posted by: Sunhan65, 2/10/2013 11:48:01 AM     (No. 9168664)

Sometimes, more is less.

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Reply 19 - Posted by: hershey, 2/10/2013 11:51:08 AM     (No. 9168674)

I am a Makers Mark Ambassador. Got an email about this two days ago.

And FYI, they don´t age it for a specific time. They sample it as it ages until it meets their criteria. It depends, I think, on the barrel itself.

If you sign up as an Ambassador they put your name on a keg and when it ages to perfection, you can get some from your own keg. I´m still waiting for mine, but in the meantime, they carry it at a local store.

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Reply 20 - Posted by: Mr. Hanky, 2/10/2013 11:52:32 AM     (No. 9168678)

And that´s why I´ll be buying JW Weller 109 Antique.

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Reply 21 - Posted by: uno, 2/10/2013 11:56:32 AM     (No. 9168682)

Maybe they´re just exploring new horizons...like hardware stores!
Removes stubborn limescale...

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Reply 22 - Posted by: fishbone, 2/10/2013 12:07:02 PM     (No. 9168705)

And #15, don´t forget the horror of horrors ... the half gallon of ice cream that ain´t a half gallon anymore. :-(

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Reply 23 - Posted by: seminolesecure, 2/10/2013 1:09:25 PM     (No. 9168803)

duh! get a bigger glass.


Mister

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