One week after announcing that it is cutting its proof from 90° to 84°, Maker's Mark and Beam Inc. have decided it was all a bad dream. The people have spoken, the proof cut is off.
I know what you're thinking and, of course, we'll never know for sure, just as we never knew with New Coke.
I was at my neighborhood Jewel-Osco store last night and noticed the Maker's Mark section was pretty bare.
Anyway, here's the spin...I mean, announcement:
"Since we announced our decision last week to reduce the alcohol content (ABV) in Maker's Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. 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.
"You spoke. We listened. And we're sincerely sorry we let you down.
"So effective immediately, we are reversing our decision to lower the ABV of Maker's Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we've made it since the very beginning.
"The unanticipated dramatic growth rate of Maker's Mark is a good problem to have, and we appreciate some of you telling us you'd even put up with occasional shortages. We promise we'll deal with them as best we can, as we work to expand capacity at the distillery.
"Your trust, loyalty and passion are what's most important. We realize we can't lose sight of that. Thanks for your honesty and for reminding us what makes Maker's Mark, and its fans, so special.
"We'll set about getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production process. Same product.
"As always, we will continue to let you know first about developments at the distillery. In the meantime please keep telling us what's on your mind and come down and visit us at the distillery. It means a lot to us.
Rob Samuels & Bill Samuels Jr."