Maker's Mark BLASPHEMY!

[Geezer]

I am not a bourbon drinker or even Tennessee whiskey any more. However, it seems to be more normal to raise the price when there is higher demand for a high end product rather than diluting the product. The strategy seems to be more about market penetration than maintaining a top quality product. If that happened to my favorite Scotch I would probably switch brands.

I believe that when Jack Daniels had a similar issue where demand outstripped available product they came out with their green label, which is not aged as long and costs less, to keep product on the shelves rather than dilute their premium product. That was back in the early 1970's.

 

[SLK50]

I stick with Eagle Rare, thanks.

And what's with the Rum, Crown Royal, et al?

Stop raiding your parent's liquor cabinet and

we'll let you sit at the adult table.

Lmao! Crown is for the girlfriend from Chattanooga. Rum is for me. There's some real good grown up Rum out there. Live a little and try some. The Pirates of the Caribbean got it right and they had plenty of grown ups among them! Just Sayin'

LOL, j/k of course.

 

[majicmaker]

I stick with Eagle Rare, thanks.

And what's with the Rum, Crown Royal, et al?

Stop raiding your parent's liquor cabinet and

we'll let you sit at the adult table.

Lmao! Crown is for the girlfriend from Chattanooga. Rum is for me. There's some real good grown up Rum out there. Live a little and try some. The Pirates of the Caribbean got it right and they had plenty of grown ups among them! Just Sayin'

LOL, j/k of course.

I know you were! The girlfriend drinks Crown. Yuck!! But, she's awesome so I'll ignore that side of her. )

 

[Intech]

I am not a bourbon drinker or even Tennessee whiskey any more. However, it seems to be more normal to raise the price when there is higher demand for a high end product rather than diluting the product. The strategy seems to be more about market penetration than maintaining a top quality product. If that happened to my favorite Scotch I would probably switch brands.
I believe that when Jack Daniels had a similar issue where demand outstripped available product they came out with their green label, which is not aged as long and costs less, to keep product on the shelves rather than dilute their premium product. That was back in the early 1970's.

I am sure they thought about raising the price, however they also had think about the marketing of their other products too. From a magazine article " Beam's different bourbons compete with nonconsumption of bourbon, but they also compete with each other. Raising Maker's Mark prices would have spillover consequences for the price of other bourbons in the portfolio, while if some customers are alientated by the steps taken to keep Maker's prices low they may simply upshift to Basil Hayden's or Booker's."

 

[Geezer]

I am not a bourbon drinker or even Tennessee whiskey any more. However, it seems to be more normal to raise the price when there is higher demand for a high end product rather than diluting the product. The strategy seems to be more about market penetration than maintaining a top quality product. If that happened to my favorite Scotch I would probably switch brands.
I believe that when Jack Daniels had a similar issue where demand outstripped available product they came out with their green label, which is not aged as long and costs less, to keep product on the shelves rather than dilute their premium product. That was back in the early 1970's.

I am sure they thought about raising the price, however they also had think about the marketing of their other products too. From a magazine article " Beam's different bourbons compete with nonconsumption of bourbon, but they also compete with each other. Raising Maker's Mark prices would have spillover consequences for the price of other bourbons in the portfolio, while if some customers are alientated by the steps taken to keep Maker's prices low they may simply upshift to Basil Hayden's or Booker's."

I guess they had to make a business decision and this is what they decided. They could just as easily have said that if there is not enough Makers on the shelf then shoppers should try one of their other brands. Of course if you are going to try another brand it may just as well be Woodford or Heaven Hill or one of many others. It will be interesting to see what buyers do. I predict that you will not be able to tell the difference between the original and diluted product but some people will try other brands and switch away just because they know it has changed.

 

[SacramentoMike]

I'm not a bourbon guy either, but I used to tend bar, and occasionally worked private parties for a caterer. I did a house party for the Kentucky Derby one year, and when I arrived to set up the bar, I was told the only drink being offered was going to be mint juleps!

Ever have a mint julep? Gack. A mint leaf, a sugar cube, ice, and bourbon. In other words, it's pretty much just straight bourbon. Those damn things tasted so bad I had to drink three of them before I began to enjoy them at all. Whatever the alcohol content was, it seemed to do the job, though.

 

[majicmaker]

Those damn things tasted so bad I had to drink three of them before I began to enjoy them at all. Whatever the alcohol content was, it seemed to do the job, though.

You're a Trooper Mike! I like your Attitude!

 

[Hudson]

Best drink I ever had was an Old Fashioned, enjoyed at the Beverly Hills Hilton. Bitters, simple syrup, bourbon, and a bourbon-soaked maraschino cherry.

I don't drink Makers. Rather have a small shot of the good stuff, neat, than a full glass of the regular stuff. Evan Williams makes a very nice single barrel batch that sells for $30 a bottle that's quite well worth it, as the good stuff rarely costs under $60 a bottle.

 

[zenwhipper]

They better be careful- you can't fall below 80 final proof (40% ABV) and still call it Bourbon. I assume too - that they have changed their labeling to reflect the new proof? I'm in supply chain plannng and while predicting supply and demand for a product that requires aging can be difficult - it seems a little wonky this is their solution to the issue. Especially, with a potential impact to sales as folks realize the change.

Scott

 

[Fred W]

Hey, wait a minute Chivvalry!! Weren't you on the Buffalo Trace tour with us in Kentucky a few years ago? If you were, you should already know that all bourbon is watered down before bottling. Cask strength (aka Barrel Proof) is well over 100 proof.

According to the article they just want to change the final Makers Mark from a 90 proof to an 84 proof Bourbon. Smart and experienced Bourbon drinkers know that you don't really want to drink it at 90 proof, anyway. Adding a little (good, clean spring) water releases the flavors and minimizes the taste bud numbing alcohol hotness.

FWIW, Makers Mark is mostly label appeal anyway, IMO. We have had several double blind Bourbon taste-offs here (hey, you have to do something to offset the PMS) and it always scores pretty badly, even as compared to some considerably cheaper Bourbons. Try staging one yourself. It's fun and highly educational. And afterward, I bet you won't pay the premium prices for certain bourbons anymore.

 

[PhilJet09]

I don't drink Makers very often anyway, but if I do I add a little water to it...to any bourbon I drink. I prefer Woodford Reserve.

 

[chivvalry]

<blockquote class='ipsBlockquote'data-author="Fred W" data-cid="1040288" data-time="1360616548"><p>

Hey, wait a minute Chivvalry!! Weren't you on the Buffalo Trace tour with us in Kentucky a few years ago? If you were, you should already know that <strong class='bbc'><em class='bbc'>all bourbon is watered down</em></strong> before bottling. Cask strength (aka Barrel Proof) is well over 100 proof. <br />

<br />

According to the article they just want to change the final Makers Mark from a 90 proof to an 84 proof Bourbon. Smart and experienced Bourbon drinkers know that you don't really want to drink it at 90 proof, anyway. Adding a little (good, clean spring) water releases the flavors and minimizes the taste bud numbing alcohol hotness. <br />

<br />

FWIW, Makers Mark is mostly label appeal anyway, IMO. We have had several double blind Bourbon taste-offs here (hey, you have to do something to offset the PMS) and it always scores pretty badly, even as compared to some considerably cheaper Bourbons. Try staging one yourself. It's fun and highly educational. And afterward, I bet you won't pay the premium prices for certain bourbons anymore. <img src='https://www.fjrforum.com/forum//public/style_emoticons/default/wink.png' alt='Posted Image' class='bbc_emoticon' /> </p></blockquote>

Sure was. And I agree that a splash of water opens up the flavor! I just don't want my booze watered down!

 

[Powerman]

Don't complain, the choices drinking out in WV were sparse. No single Malt, drank all the Dewers last trip.

Worked on some Makers Mark in two places. Left the Balvenie on the counter at home.

Got a pretty good bottle of Aberlour, might partake in some now.

 

[RadioHowie]

Buncha dammed likker snobs, the bunch of ya!

Isopropyl was good enough for Granma Howie...it's good enough for me!

 

[odot]

I prefer white lighting.

edit: ".....wheres mah bottle.....!!!!!!!!"

 

[beemerdons]

Buncha dammed likker snobs, the bunch of ya!
Isopropyl was good enough for Granma Howie...it's good enough for me!

Sterno strained through a sweat sock works just fine for Papa Chuy Viejo, that is if there is no Irish Poteen to be had!

 

[beemerdons]

I prefer white lighting.

edit: ".....wheres mah bottle.....!!!!!!!!"

And of course, there is the Irish version of that! Poteen is what makes ShinyPartsUp, Old Michael and Papa Chuy so cantankerous and nasty: two ex-wives each doesn't exactly help out our situation either! jes' sayin' and nuff' said!

 

[El Toro Joe]

Buncha dammed likker snobs, the bunch of ya!
Isopropyl was good enough for Granma Howie...it's good enough for me!

Sterno strained through a sweat sock jock strap works just fine for Papa Chuy Viejo, that is if there is no Irish Poteen to be had!

fixed it for ya Don...JSNS

 

[beemerdons]

Buncha dammed likker snobs, the bunch of ya!

Isopropyl was good enough for Granma Howie...it's good enough for me!

Sterno strained through a sweat sock jock strap works just fine for Papa Chuy Viejo, that is if there is no Irish Poteen to be had!

fixed it for ya Don...JSNS

Joe is correct, if you didn't have a sweat sock handy a jock strap would work too; actually Folks, that's our 'Zilla's favorite method of filtering and drinking Sterno!

 

[Bounce]

I'll withhold judgement until I have a taste. The stuff currently on the shelf is the old mix. Right? Their PR seems to be working if demand is up. Guess I can switch to mainly Knob Creek for my bourbon. Meanwhile I always have my Patron.