Maker's Mark defends decision to water down signature bourbon - Los Angeles Local News | FOX 11 LA KTTV

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>>

  • Beware what your 'Digital Shadow' says about you

    Beware what your 'Digital Shadow' says about you

    Wednesday, April 23 2014 11:00 PM EDT2014-04-24 03:00:19 GMT

    To promote a video game called "Watch Dogs," the game's maker has launched a website called Digital Shadow to data-mine your Facebook account. When given permission, digital shadow analyzes all the public information about you and your friends available on the social network to create a file detailing everything from your most-used words to your annual salary to your personality.

    To promote a video game called "Watch Dogs," the game's maker has launched a website called Digital Shadow to data-mine your Facebook account. When given permission, digital shadow analyzes all the public information about you and your friends available on the social network to create a file detailing everything from your most-used words to your annual salary to your personality.


  • Insurer warns of 'cybergeddon' scenario

    Insurer warns of 'cybergeddon' scenario

    Wednesday, April 23 2014 10:32 PM EDT2014-04-24 02:32:34 GMT
    Most people can't go a day without the Internet. Reasons for using it are nearly limitless: social media, shopping, work, communication, finance, everything. Securing passwords and personal information is an ongoing concern.Now a new report says it's not you who needs to step up cyber security. Instead, organizations storing information need to step up their response to cyber risks to avoid a global disaster on the scale of the 2008 financial crisis.
    Most people can't go a day without the Internet. Reasons for using it are nearly limitless: social media, shopping, work, communication, finance, everything. Securing passwords and personal information is an ongoing concern.Now a new report says it's not you who needs to step up cyber security. Instead, organizations storing information need to step up their response to cyber risks to avoid a global disaster on the scale of the 2008 financial crisis.
  • Cough syrup popular in celebrities' 'sizzurp' cocktails pulled from market

    Cough syrup popular in celebrities' 'sizzurp' cocktails pulled from market

    Wednesday, April 23 2014 10:14 PM EDT2014-04-24 02:14:22 GMT
    A prescription cough syrup that some celebrities like to mix with soda and hard candy is being pulled from the market, TMZ reported and confirmed by pharmaceutical company Actavis. The cough syrup-soda concoction is often called "sizzurp." Lil Wayne sings about "Me and my drink." Bieber reportedly loves it. Soulja Boy recently posted a photo of several bottles of the Actavis-branded syrup on his Instagram account.
    A prescription cough syrup that some celebrities like to mix with soda and hard candy is being pulled from the market, TMZ reported and confirmed by pharmaceutical company Actavis. The cough syrup-soda concoction is often called "sizzurp." Lil Wayne sings about "Me and my drink." Bieber reportedly loves it. Soulja Boy recently posted a photo of several bottles of the Actavis-branded syrup on his Instagram account.
Powered by WorldNow

KTTV FOX 11
1999 S. Bundy Dr.
Los Angeles CA 90025

Main: (310) 584-2000
News Tips? (310) 584-2025

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