Maker's Mark announced that it will not be reducing the alcohol content in their whiskey, after announcing plans to do so last week.
Maker's Mark has been struggling to meet the worldwide demand for their bourbon. The company announced last week that it will be reducing the alcohol content of its products from 45 percent to 42 percent that is 90 proof to 84 proof. The announcement received a lot of backslash from customers, criticizing the company for its decision.
Now, the Kentucky bourbon company released a statement Sunday announcing the reversal of its decision and apologizing to customers for letting them down.
"We're humbled by your overwhelming response and passion for Maker's Mark. While we thought we're doing what's right, this is your brand you told us in large numbers to change our decision," the statement from president Bill Samuels Jr. and his son and chief operating officer, Rob Samuels, said.
According to TIME, taste-maker bartenders who have been using the company's whiskey for years now were planning on abandoning it all together.
"When you are building a cocktail, you really reach for a higher element of proof as a backbone to stand up against the dilution and other ingredients in the cocktail," Cocktail bar general manager Alba Huerta told TIME. "A lower proof makes a significant difference."
Bill Samuels Jr. said that the company was trying to focus on the supply problem and was trying hard not to alter the taste of their product at all. However, Samuels admits that they unintentionally forgot to consider the emotional attachment customers have with the brand and the product.
Samuels also says that in his 35 years of being the CEO of the company, he's had problems with supply and meeting the demand for their product at least twenty times. However, the company has never attempted to implement the pricing tool. He says the company lives by the policy, "Don't abuse your customers."
