Over the weekend, Maker's Mark announced that it would reduce its alcohol volume in order to meet the demand for it. The response was absolute fury by loyal bourbon drinkers. A letter from COO Rob Samuels explained that Maker's Mark would drop from 45 percent to 42 percent to accommodate what Eater calls a recent "explosion of bourbon sales."
According to CNN Money, that's actually a 6.7 percent drop, as Marker's Mark will now be 84 proof instead of 90. Samuels says that the company has tested the change, and drinkers couldn't tell the difference. Maker's Mark drinkers still weren't having it, and retreated to the company Facebook page to complain. There's also been talk of a boycott.
The revolution will not be televised.
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