Beam Lowering Maker’s Mark’s Alcohol To Meet DemandFebruary 11, 2013
Beam’s fast-rising Maker’s Mark Bourbon says it will reduce its alcohol-by-volume from its current 45% to 42% in a bid to keep pace with demand. In a statement to “Maker’s Mark Ambassadors,” Maker’s COO Rob Samuels and chairman emeritus Bill Samuels, Jr. said that nothing else about the liquid will change, and that “extensive testing” of the 42% version by Maker’s Mark drinkers found tasters didn’t note a difference with the original 45% whiskey.
“This will enable us to maintain the same taste profile and increase our limited supply so there’s enough Maker’s Mark to go around, while we continue to expand the distillery and increase our production capacity,” the Samuels said. In 2010, Maker’s embarked on a $110 million expansion plan to increase capacity by 50%.
According to Impact Databank, Maker’s Mark surged 14.5% globally in 2012, to 1.3 million cases. The brand’s global volume has increased by 30% since 2010, and by 63% since 2008.