Maker’s Mark watering down bourbon to meet global demand

Maker’s Mark just got a little less stiff. The bourbon brand, known for its bottles sealed with red wax, told customers today that it’s reducing the amount of alcohol in the beverage in order to meet rising global demand.

Bourbon, which is a form of American whiskey distilled from corn and other grains, has surged in popularity over the past few years. In its largest market, the United States, bourbon now accounts for 35% of all spirit sales as more Americans have developed a taste for high-end whiskey, which is typically aged in charred white oak barrels for six years or longer. In the 1960s and 1970s, Maker’s Mark was famously sold with the slogan, “It tastes expensive…and is.”

But international growth is what’s driving demand for bourbon makers like Beam Inc., which produces Maker’s Mark as well as Jim Beam, a cheaper and more popular bourbon. Beam executives earlier this month said Australia, Germany, and Japan were strong markets. Last year, the company warned it didn’t have enough supply to keep up with bourbon demand. It also raised prices

Rob Port is the editor of SayAnythingBlog.com. In 2011 he was a finalist for the Watch Dog of the Year from the Sam Adams Alliance and winner of the Americans For Prosperity Award for Online Excellence. In 2013 the Washington Post named SAB one of the nation's top state-based political blogs, and named Rob one of the state's best political reporters. He writes a weekly column for several North Dakota newspapers, and also serves as a policy fellow for the North Dakota Policy Council.

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