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Feb 10, 2013 08:36 AM

Maker's Mark with less alcohol

To keep up with international demand - Maker's Mark is taking its bourbon from 90 proof to 84 proof (

Big deal? No deal?

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  1. Many whiskey drinkers dilute their potion with tap water, many others drink their whiskey with ice. These drinkers will probably not notice much difference in taste. For Maker's Mark, however, it gives them the opportunity to increase the amount of water that they are selling the customer while at the same time decrease the amount of revenue they pass on the the government. I find it hard to believe that much of this savings will be passed on to the retail customer.

    1 Reply
    1. re: bcc

      If it's anything like when Wild Turkey 101 did the same thing but diluted it to 81 proof instead, they kept the price the same.

      The big problem is that they can only sell now what they started making 4 years ago.

    2. My humble recommendation to MM drinkers: switch to OWA. A better wheated bourbon, higher proof, cheaper. Problem solved.

      6 Replies
      1. re: tomjb27

        You forgot to mention is tastes a lot better.

        1. re: ncyankee101

          Agreed, although I did opine it is better, just didn't specify taste as the reason.

          1. re: tomjb27

            Ah - I may have been half asleep when I posted that. I guess i took "higher proof" to be why you meant it was better.

          1. re: rexster314

            No joke. To go OT here, FWIW, it is a PITA when people use acronyms, IMHO.

            1. re: rexster314

              LOL @ Troy.

              OWA = Old Weller Antique. 107 proof, a few bucks cheaper than Maker's, and as others have noted, much tastier.

          2. Maker's Mark did this because of high demand? Well, the change will certainly lower demand, at least it will in my house

            2 Replies
            1. re: jbuttitta

              +1 so I'm paying them to water down my liquor - isn't that what the kids do after they snuck a little?

              1. re: jbuttitta

                High demand from places such as Japan and Germany where (apparently) bourbon is relatively new. No long standing customer base, most likely no real notice, and the ability to sell it for far more than in the US.

                I've lived in Jerusalem for a while, and the prices that are asked for bourbon are always shocking. And anymore more "rare" such as Wild Turkey - uff.

              2. NPR did a story on it this evening -- almost 3-1/2 minutes long. You can click on this link:

                1. Best line in the NPR story: "My initial reaction was, that's how bourbons that are not premium brands would deal with it," says Jason Falls, a marketing professional who has worked with Maker's Mark in the past.