The new Maker’s Mark Bourbon Bottle bearing the label stating 42% ABV at 84 proof
Here are photos of the new Maker’s Mark Bourbon with 42% ABV (84 proof) on the label and in the bottle.
Tell us on this link how it makes YOU feel to see this new label?
Also, listen to our podcast with Bill Samuels, Jr. from the May 2011 BourbonBlog.com archive (stream below or on this link)
Listen for the part where Bill jokes about having “He Didn’t F–k it Up” to be the legacy on his tombstone as he tells the story of Maker’s 46 being invented.
Bill also shares in the podcast that Pappy Van Winkle gave him his first sip of Bourbon when Bill was 11 years old along with some other great stories!
Maker’s Mark tells us that Maker’s Mark Bourbon 84 proof will be on the shelves within the next few weeks.
CLICK BELOW TO PLAY IT OR LISTEN ON THIS LINK
Photo of label at bottom courtesy Nick Booras
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Bourbon Bob
I quit drinking Jack Daniels when the lowered their proof I will do the same with Makers Mark. Coke tried it and now we have Classic Coke.. Ill wait for Classic Mark
Steven Givans
The ALC/VOL does not matter to me. I like Maker’s delicious “wheated” recipe and flavor. I will continue to keep a bottle in my cabinet.
Brian Gelfo
The overreaction to the change has blown me away. I am one of the few people that had the privilege to do a taste test of the old vs. the new prior to it hitting the shelves privately with Bill and Rob Samuels. In the blind test, I was able to detect a slight, very slight difference in both the nasal burn upon sniffing the bourbon and the throat burn at the finish. In my opinion, this change will actually increase Maker’s popularity in the long run because of a smoother finish. The taste profile was near identical when I drank it neat and indeterminable when on the rocks. I will continue to be a staunch supporter of Maker’s Mark and the people behind it!
Vince Carida
I drink my bourbon neat and Makers has always been an approachable bourbon. Not that complex with a short finish. The ABV change will have an effect on my future purchases. I feel they are diluted their brand and I will not be purchasing the lower proof Makers.
Bill McCauley
Just back from Sam’s and purchased 2 1.75L of Makers at full strength. Will not buy lowered proof without lowered price.
Rusty Ford
If the reason for the reduction in proof is indeed to make the supply go further, as suggested by the people at Makers, I honestly don’t mind. If its to pocket more money by diluting the product, that would upset me.
Dave Daniels
Dear Bill Samuels, Jr,
Come on Bill, who do you think you’re fooling here? I’m not an ignorant twenty-something that would believe ANY of what you’re telling me. I’ve been around for awhile, know about greed, know about why customers form loyalties and know this is all about you making more money. I started drinking Maker’s Mark for several reasons, i.e. the taste, the alcoholic content, the ambiance of the company and the history of the product.
First of all, it’s important for you to understand that your primary focus now and for the past 50 years HAS changed. That’s why you made this poor decision for goodness sake! If you are interested in product quality and consistency, batch-to-batch, year-to-year, with the primary measure of that consistency being the unique Maker’s Mark taste profile, then why did you change it? It is obvious these areas are NOT your real focus now, are they? The decision was based on income and profit.
You keep talking about taste, quality and consistency. How the heck is adding more water to your product going to improve any of these aspects of your bourbon? It’s not. But it will allow you to sell more bourbon at the cost of losing your base clientele who brought you to the level of notoriety you currently enjoy. Your decision to keep prices the same (with a watered-down version of the original), rather than raise prices on the original, may very well increase your low-end customer base, but probably at the cost of your true high-end customer base. So, you really haven’t done yourself any favors other than, perhaps, make your bourbon more accessible as a rail drink. If you, Rob, your structured consumer research (whoever the heck that is!?) and Tasting Panel (whoever the heck they are?!) agree that there is no change in a product that has been changed, you’ve all lost your common sense and taste buds. I guess money can do that, though, eh!?
Well, just like Coke and Nabisco have done in the past with disastrous results, you just keep kidding yourselves that your loyal customers will just fall in line like lemmings and drink your watered-down crap. I won’t, my husband won’t, my son won’t and everyone we’ve introduced to your product soon will not as we intend to market your poor decision with them all, and anyone else who will listen. We do intend, however, to introduce them to other good bourbons that respect their loyal customer base by keeping the product to a high standard and not insulting them with this type of explanation for a monetary-based decision. I won’t have a chance to tell you what the new product tastes like as I have many other GOOD bourbons to choose from and spend my money on.
Sad that your greed has ruined a great distillery and product. Definitely a “race to the bottom” you may very well win. Could be the best tasting rail bourbon served at the bars in the future!
Dg Blackburn
adding water was not going to make it any better…
john johnson
Makers lost some respect by doing this. Supply and demand not cut it down. I like tradition.
Louis R. McClain
Ay ease and happy with the world. That along with one of my most favorite expressions, “I’LL DRINK TO THAT!”.