Maker's Mark defends decision to water down signature bourbon - FOX 10 News | fox10phoenix.com

Maker's Mark defends decision to water down signature bourbon

Posted: Updated:
Marker's Mark in a store. (Photo by Arun Kristian Das | MyFox New York) Marker's Mark in a store. (Photo by Arun Kristian Das | MyFox New York)
NEW YORK (MYFOXNY) -

Bourbon fans are figuratively up in arms because a famous Kentucky distillery will soon dilute its whisky more than usual because of a shortage.

Maker's Mark, which is distilled in Loretto, Ky., will soon be bottled at 84 proof, or 42 percent alcohol by volume, down from 90 proof, or 45 percent alcohol.

It is known for its distinctive rectangular bottle sealed with red wax. 

Rob Samuels, chief operating officer for Maker's Mark and grandson of the brand's founder, said that many bars, restaurants, package stores around the country have run low on the corn-based whisky.

Maker's Mark aficionados took to social media and other online outlets to express outrage over the decision.

But the company countered by pointing out that all whisky is watered down after distillation to achieve a certain proof level.

"Because Maker's Mark is aged to taste, Dad never put a specific age statement on the bottle. It wasn't the age that mattered; it was the taste, the quality and the consistency," said Bill Samuels Jr., the distillery's chairman emeritus and son of its founder. "As we looked at potential solutions to address the shortage, we agreed again that the most important thing was whether it tastes the same."

Samuels said that he and his son, Rob Samuels, tasted different batches over the course of a month and they felt the "taste profile" was the same. He also said a tasting panel at the distillery also said the weaker whisky didn't taste difference from the 90-proof batch.

Maker's Mark is owned by Illinois-based Beam Inc., which also makes Jim Beam bourbon and rye.

Kentucky produces 95 percent of the world's bourbon supply, the AP reported. But startup distilleries are popping up around the country, including several in New York, that make small-batch whiskies, including bourbon, rye, and unaged whisky.

"Ultimately, all I can ask is that you reserve judgment until you actually taste the whisky, like I did," Samuels said. "In the meantime, I'd like to thank everyone who took the time to write us a note. It shows that you care about Maker's Mark, and that's what we've been striving for over the past 50 years. I hope you'll give us the chance to continue earning that devotion and allow us to prove that we didn't screw up your whisky."

  • Your MoneyMore>>

  • Monitoring your kids' driving in real time

    Monitoring your kids' driving in real time

    Wednesday, August 27 2014 10:46 PM EDT2014-08-28 02:46:07 GMT
    Many new Ford and GM cars have built-in technology that allows you to monitor speed, signaling, and navigation when your child is driving. But when it comes to this type of digital snooping, teens and their parents often have differing opinions. Kids may call it an invasion of privacy. Most parents, of course, will likely feel otherwise.
    Many new Ford and GM cars have built-in technology that allows you to monitor speed, signaling, and navigation when your child is driving. But when it comes to this type of digital snooping, teens and their parents often have differing opinions. Kids may call it an invasion of privacy. Most parents, of course, will likely feel otherwise.
  • Glamsquad app

    Hair and makeup house call

    Hair and makeup house call

    Tuesday, August 26 2014 10:27 PM EDT2014-08-27 02:27:35 GMT
    A new app is bringing the star treatment to the masses. Glamsquad delivers a hair and makeup artist to your doorstep.I invited them over to my place. Kelly did my makeup and Erin styled my mane. They helped me select a look from examples on the app and they encouraged me to tweak the looks to fit my style.
    A new app is bringing the star treatment to the masses. Glamsquad delivers a hair and makeup artist to your doorstep.I invited them over to my place. Kelly did my makeup and Erin styled my mane. They helped me select a look from examples on the app and they encouraged me to tweak the looks to fit my style.
  • Passing on your online accounts after you die

    Passing on your online accounts after you die

    Tuesday, August 26 2014 10:07 PM EDT2014-08-27 02:07:19 GMT
    Your Facebook page or email could soon be passed on in a will just like physical property. Delaware is the first state to allow heirs access to their loved ones' digital legacies. Pedram Tabibi, a social media attorney, says in many cases this can be vital information, like banking and health data. He says current terms and conditions for websites such as Apple, Amazon, and Google won't let an account get passed onto someone else.
    Your Facebook page or email could soon be passed on in a will just like physical property. Delaware is the first state to allow heirs access to their loved ones' digital legacies. Pedram Tabibi, a social media attorney, says in many cases this can be vital information, like banking and health data. He says current terms and conditions for websites such as Apple, Amazon, and Google won't let an account get passed onto someone else.
Powered by WorldNow

KSAZ-TV & KUTP
511 W. Adams St.
Phoenix, AZ 85003

Phone: (602) 257-1234
Fax: (602) 262-0177

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | New Terms of Service What's new | Ad Choices