- Quartz reports that Maker's Mark distributed an email to customers announcing that it will reduce the alcohol volume in its bourbon by 3%.
- "This will enable us to maintain the same taste profile and increase our limited supply so there is enough Maker’s Mark to go around, while we continue to expand the distillery and increase our production capacity," the email stated, indicated that the move came in response to increased global demand.
- Bourbon currently accounts for 35% of all spirit sales in the U.S.
From the article:
"... I’ve reached out to Beam to clarify whether the alcohol is being reduced by 3%, as the email says, or three percentage points, which would be more dramatic. The footer of today’s email suggests it’s the latter, describing Maker’s Mark as a 42% ABV beverage, which is also known as 84 proof; it was previously distilled to 45% ABV, or 90 proof. That would be a 6.7% reduction in the amount of alcohol. ..."