Maker’s Mark understands good business and is heeding the outcry of its loyal drinkers. The bourbon producer announced on Feb. 17 that it won’t be diluting its whiskey alcohol content, according to a Fox8.com report.
Last week, Maker’s Mark stated it will cut the alcohol volume of its signature red wax-sealed whiskey from 45% down to 42%, to meet rising global demand. The bourbon producer reversed its decision, saying starting Feb. 18, it will resume production at 45%.
“You spoke. We listened. And we’re sincerely sorry we let you down,” the company said in a statement. “While we thought we were doing what’s right, this is your brand — and you told us in large numbers to change our decision.”
Maker’s Mark customers responded immediately to the company’s decision to cut alcohol content, threatening to stop buying the product. Fox8.com reports that Rob Samuels, chief operating officer of Maker’s Mark, said the company heard from thousands of customers via phone calls, emails and social media. He said that the overwhelming feedback made it “very clear” that customers were less than pleased with that decision.
One disgruntled “loyal customer” posted on CNNMoney’s story about the change. “I won’t buy watered-down bourbon,” he wrote. “This is a very bad decision.”
Who said companies don’t listen to their customers?
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