Maker’s Mark, a popular bourbon among whiskey fans announced big changes. Producers plan to reduce the alcohol content in the famous wax-sealed bottles from 90 to 85 proof in an effort to keep up with consumer demand.
It appears there are many fans of Maker’s Mark.
The decision outraged many who enjoy a glass of fine, strong whiskey. Upon reading responses to this news, I could not help but wonder how those responsible for drug and alcohol testing feel.
On one hand, a fine whiskey is a fine whiskey. Even if you work for the DOT and fall under its regulations – this could be sad news if you enjoy Maker’s Mark from time to time.
But, on the other hand, a top alcohol producer reducing proof could mean good news. I am not saying 85 proof will not get you drunk or cause issues. But, are the Maker’s Mark producers setting a new precedent for less alcohol?
If they pull through and survive this move, will other alcohol companies mimic their solution to growing consumer demand? And how far could this go – would consumers become more accepting of fewer or weaker drinks?
Will Maker’s Mark Survive?
Maker’s Mark stands by its market research indicating the drop in alcohol content will not impact the taste (nor feeling you get) from the whiskey. Branding consultants are not so sure.
The jury is out on how things will go for Maker’s Mark. One thing that is still certain? There is no place for it when the DOT is involved. Drivers operating vehicles and machinery regulated by the Department of Transportation must pass alcohol testing and follow alcohol testing guidelines.
When drivers get behind the wheel, they need to be Maker’s Mark free… regardless of a 10, 85 or 90 proof.
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