Maker’s Mark is the world’s only bourbon made in small quantities of less than twenty barrels per batch. ‘Which means’, we are told, ‘that the distillers have time to be choosy.’ This small batch approach coupled with a legendary commitment to quality has garnered the brand a loyal following – and more recently, landed them in a very embarrassing situation.
In the middle of 2013, Maker’s Mark were struggling to keep up with demand.
Management made a drastic decision – reduce the alcohol on their Bourbon classic. The intention was to extend production volumes, literally, by adding water. Dilution is rarely appreciated in the world of whiskey, particularly when it’s a brand that’s so close to so many drinker’s hearts. The consumer outrage was unanimous and the message loud and clear – “If we want our Bourbon cut back, leave it to us. Don’t mess with Makers.” In one of the industry’s greatest back flips in recent memory, Maker’s acquiesced to public demand. The ABV went back up, leaving an odd batch on the market that suddenly became the stuff of whiskey-lore. Here it is – one bottle only to sell – labelled at 42% Alc./Vol. Your piece of Bourbon history and a guaranteed talking point for years to come!