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Hope you like your Maker's Mark with a splash of water...

Discussion in 'Social Life, Food & Drink, Travel' started by js4design, Feb 9, 2013.

  1. b1os

    b1os Senior member

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    Yeah, 40% is standard abv here too, which is why I was confused by MM's 45%.

    Like I edited above, I think it depends on the liquor. There has to be a point at which everyone notices a difference. If you compare 40% MM and 37% MM, you may taste a difference. It might not be very prominent, but it's likely there. If not, you may notice it when you further dilute it to 36%/35%/34%.. at some point, you have to notice a change. Will that breaking point be the same for every liquor? I doubt it. Will a 3% dillution not affect the taste? I doubt it. Will everyone notice it? I doubt it. But anyway, since they bottle it at 45% for the export's market and want to change it to 37% for the US market, that is quite a difference in abv, and I'm sure it's very noticeable. The question is why they don't begin with bottling 40% for the non-US market as opposed to diluting the US market's to a below-market-average-abv, and maybe, in addition, increase the price by a small margin.

    Well, an 8% (or so) increase in bottlings seems sufficient for them to make such a decision.
     
    Last edited: Feb 10, 2013
  2. jcusey

    jcusey Senior member Dubiously Honored

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    Seems to have worked out just fine for Jack Daniel's, which has gone from 90 proof to 86 proof to 80 proof over the last 15 or 20 years without stopping sales growth. The people at Beam obviously think that their core customers won't be upset enough to stop buying, and I wouldn't bet on them being wrong.



    Remember that aged, barrel-proof Bourbon probably will be around 60% ABV. Going from 45% to 42% means that you can get around 6.67% more bottles out of a barrel, which isn't insignificant. I think that Maker's has cracked the million-case-per-year mark; so this move gives them 67,000 more cases to sell, without the capital expenditure or the lead time necessary to expand their production.
     
    3 people like this.
  3. ama

    ama Senior member

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    These two points seem to ring true.

    I think sending out the email with the stupid explanation was foolish, but distilleries play with their ABVs all the time and the average consumer can neither tell or care about the difference. By law Makers, or any bourbon for that matter, will ever drop below 40%.

    Another reason I've heard that they are doing this is to create more separation between Makers 46 and mainline MM.
     
    Last edited: Feb 11, 2013
  4. MrG

    MrG Senior member

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    Looks like someone sat down with the good folks at Maker's Mark and explained that you don't deal with increased demand by screwing with the high-demand product.

     
  5. b1os

    b1os Senior member

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    Wise decision.
     
  6. edmorel

    edmorel Senior member Dubiously Honored

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    Hmm, now I'm thinking these c-suckers just mind phucked everyone. If the demand thing is true, I am pretty sure they knew that the "correct" way of handling it was by increasing the price, although potentially not a popular move. Instead, the put out this story that they are going to lower the alcohol, and two things happen. People probably go out and stock up on whatever MM is in their stores adn they complain to MM about diluting it. Now they come out with this, "hey, we are not going to change it!". In a few weeks, I foresee a 10-15% price increase due to the demand and their customers will happily take the increase as opposed to the prior dilution :tinfoil:
     
    Last edited: Feb 17, 2013
    1 person likes this.
  7. js4design

    js4design Senior member

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    This. And it doesn't hurt that this stunt got them a free headline on CNN.
     

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