Posted on February 21, 2013 | By TheEnabler | Comments Off on Homeopathic Bourbon – Maker’s Mark FAIL.
Recently Maker’s Mark announced that due to the inability to meet the demand for their bourbon they were going to make Homeopathic bourbon. If you follow homeopathic medicine, this is where they put something in water and dilute it until there are perhaps NO MOLECULES (NOT ONE SINGLE ONE) of the original solution left. Through the miracle of homeopathic magic, this water somehow retains the properties or some affinity with the original. Thus, as Rob Samuel’s of Makers Mark announced, just by lowering the proof (i.e. diluting) their bourbon, they could meet demand. (By the principles of homeopathy they could meet any…ANY…conceivable demand).
So, problem solved. Until reality came and bitch-slapped Makers Mark right in the face. It was as if Makers had peeped Chris Brown’s phone.
So, Rob Samuels proudly announced that people had spoken and Makers had listened and thus there would be no watering down of their proud product. Problem solved.
Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.
You spoke. We listened. And we’re sincerely sorry we let you down.
So effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning. -Rob Samuels–