Last week the Chief Operating Officer of Maker's Mark Rob Samuels announced plans to dilute its flagship whiskey from 90 proof to 84 in response to growing demand globally, causing a near uprising of livers across America. This week, Samuels changed his mind.
"We've been tremendously humbled over the last week or so," said Samuels in an interview with CBS, in reference to an unprecedented response on from customers on Twitter and Facebook. Thousands of comments recorded customers' disdain with the decision.
Over the weekend the marketing folks behind the brand announced the decision had been reversed, and immediately started a no-harm, no-foul campaign to demonstrate that it's all really about the customer anyway.
"You spoke, we listened." Sexy pictures of amber bottles on black backgrounds starting making their way around the internet in an attempt to spin the recent news. "This brand is yours, not ours," another response on Facebook read.
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There has been little mention on what specific effect, if any, the decision will have on future prices or supplies of the whiskey.