Maker’s Mark Won’t Cut Alcohol Levels Thanks To Social Media

By Megan O'Neill 

Earlier this month, Maker’s Mark announced that they would be reducing the alcohol content (ABV) of their bourbon from 45 percent, or 90 proof, to 42 percent, or 84 proof, due to a supply shortage.  Following the announcement, the company faced a social media backlash, with a barrage of less-than-friendly comments from fans on Twitter and Facebook.  As a result, the brand has reversed it’s decision.

“While we thought we were doing what’s right, this is your brand — and you told us in large numbers to change our decision,” write COO Rob Samuels and Chairman Emeritus Bill Samuels, Jr on the Maker’s Mark site.  “You spoke. We listened. And we’re sincerely sorry we let you down.”

The apology post was tweeted and Facebooked by the brand over the weekend and was met with an overwhelmingly positive response from fans, happy that the brand has been so responsive to the customer outcry.

Maker’s Mark really took the bull by the horns and turned what could ultimately have been a social media catastrophe and turned it into a success, in which the fans feel closer and more respected by the brand than ever.  Maker’s Mark opened up the conversation with its fans, listened to what they had to say and responded, giving the people what they asked for.  Kudos for well-played damage control!

Rob and Bill Samuels write, “Your trust, loyalty and passion are what’s most important.  We realize we can’t lose sight of that.  Thanks for your honesty and for reminding us what makes Maker’s Mark, and its fans, so special.”

Megan O’Neill is the resident web video expert here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.