Reflecting On The Maker’s Mark ABV Controversy
The Whiskey Wash
JANUARY 25, 2025
Twelve years ago, all hell broke loose when Makers Mark decided to lower the ABV of its popular bourbon from 45% to 42%. A 3% drop might seem trivial, but for devoted fans, it was unacceptable, with backlash causing the distillery to quickly reverse its decision. So, if the ABV had been decreased, what implications would it have had? And why did Makers Mark immediately backtrack on its decision?
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