Maker's Mark changes course to avoid diluting WOMM

02/18/2013 | TIME (subscription required) ·

Kentucky bourbon maker Maker's Mark has reversed a decision it announced last week to reduce the alcohol content of its bourbon, following "overwhelming" outcry from fans, according to a statement from President Bill Samuels Jr. The brand has long relied on influential bartenders using the spirit in cocktails to fuel word-of-mouth marketing, but some said they'd be less likely to use a watered-down version of the product in the future. "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," said Samuels.

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