Popular bourbon brand Maker’s Mark is restoring its alcohol percentage to 45 percent.
The decision comes only six days after Maker’s Mark announced it was reducing it’s level of alcohol to 42 percent to meet supply.
Loyal customers of the famous bourbon brand spoke out against the change. Maker’s Mark listened. On the company’s official website they posted a message apologizing to customers for the change. The most important line reads:
“We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.”
Now Maker’s Mark must find a new solution to deal with the supply shortage. The original plan called to water down the bourbon before bottling to reduce the alcohol level. The company claimed this process would not change the flavor.
Customers didn’t believe the claim. According to USA Today, Maker’s Mark was flooded with complaints from fans, saying they would rather face a supply shortage than a reduced alcohol content.
Maker’s Mark President Bill Samuels says the decision to restore the bourbon’s alcohol content to 45 percent comes after realizing the brand had the wrong focus. He understands why customers became angry, and on Saturday tweeted and apology through Maker’s Mark twitter account:
You spoke. We listened. ow.ly/hN3kC
— Maker’s Mark (@MakersMark) February 17, 2013
Some may question the sincerity of Maker’s Mark apology though. It was not long ago that Netflix lost a slew of customers after announcing both a price change and a new company. Netflix is only now beginning to recover from their mistake.
What do you think? Is Maker’s Mark doing the right thing by trying to find a new solution to their supply shortage?