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Cutting the alcohol content to stretch product supply and meet demand – example Maker’s Mark

Distillers of a world famous bourbon has cut its alcohol content so it can meet increasing demand for the drink.
The owners of Maker’s Mark, which is distilled Loretto, Kentucky, said they are unable to produce the bourbon fast enough.
The plans became public after an email from Maker’s Mark executives Rob Samuels and Bill Samuels Jr, son of the company’s founder, emerged.
It announced that the bourbon – which used the slogan ‘It tastes expensive… and is’ – will drop its alcohol content by three per cent.
It will now be reduced to 42 per cent ABV from 45 per cent.
In the email, which was sent to clients, the pair are quoted as saying that stores have been running out of Maker’s Mark because the ‘demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply,’ according to WFPL.
They said they had made the decision after ‘looking at all possible solutions’.
The executives said by cutting the alcohol content they have been able to keep the same taste and increase ‘our limited supply so there is enough Maker’s Mark to go around.’
The distillery is also being expanded and production capacity is being increased.
The brand was founded by Bill Samuels Sr almost 60 years ago and the first bottle produced featured the company’s distinctive red wax seal.
The problem with supply may have been caused by the company underestimating the scale of demand.
Maker’s Mark is aged for up to six and a half years, meaning that quantities need to be predicted in advance.
Bourbon is made from at least 51 per cent corn and has to be aged in charred-oak barrels.
Bartender Erik Lee told New York Post: ‘Usually you’re going to notice that. If I started putting a half shot of water in the bottom of everyone’s beer just to make the keg last longer they’d notice.’
However, other drinkers said the volume of the alcohol was not crucial to how enjoyable it is.
It is unclear when the reduced bourbon will become available.
Source: Daily Mail

http://www.dailymail.co.uk/news/article-2276437/Makers-Mark-cuts-alcohol-bourbon-meet-demand.html#axzz2KbTionuI