Maker's Mark Does About-face On Reduced Proof

Published: 03/05/2013

LORETTO, Ky. — Barely a week after announcing it would reduce the alcohol percentage of its flagship bourbon, Maker’s Mark announced last month it was reversing the decision in response to concerns and comments from consumers.

Earlier last month, Rob Samuels, chief operating officer for Maker’s Mark, announced the alcohol by volume for the bourbon would be reduced by 3 percent, dropping the proof from 90 to 84. The decision, he said, would enable the distiller to “maintain the same taste profile and increase our limited supply ... .”