By now, you may have heard that the creators of
Maker's Mark have decided to increase the amount of water in their bourbon, in order to stretch supplies in the face of a recent surge in demand for the whiskey. I caught wind of this development this past weekend, in an e-mail I received because I was a Maker's Mark Ambassador, which is a glorified listserv, but also guaranteed me certain privileges, including my own barrel of Maker's Mark when it came of age.
To say I'm not happy with Maker's Mark's decision is a bit of an understatement. Here is the letter I sent in response.
Messrs. Samuels:
I once read that every time you make a purchase,
you are casting a ballot for the kind of world you wish to live in. If
this is the case, then not buying something has a similar impact.
This
decision regarding your up-until-now excellent product deeply saddens
me. While I wish you every success on increasingly the economic
viability of your company at the expense of your product, your
customers, and your integrity, as for me, I will not associate myself or
my money with people who voluntarily seek to profit in this manner.
Please
consider this my resignation as a Maker's Mark Ambassador. I do not
want future e-mail or postal updates, and I request that you remove my
name from the barrel of bourbon in your possession you have reserved for
me.
I will neither be purchasing, nor encouraging others to
purchase, Marker's Mark in the future. I am casting my ballot for the
kind of world I want to live in, and that world does not have watered
down Maker's Mark in it.
Thank you.
I'm really sad to have had to do this. In 2009, we traveled the Bourbon Trail, and it was by far my favorite distillery in the cycle. Maker's Mark, I've heard it described quite accurately, is the Samuel Adams of bourbon. It's "wheated" -- its wheat content is much higher than other bourbons -- meaning that it lacks the rye spiciness of some others. But more importantly, it's accessible. It's competitively priced in the market, and, as bourbons go, it's relatively mild in character on its own, with enough oomph to stand up well in a cocktail. It's been the gateway for many of us into the world of excellent American whiskey. As such, it's been my go-to bourbon for several years now, and I was always proud to be able to introduce even non-bourbon drinkers to it.
Not anymore.
Bourbon whiskey is enjoying a huge rise in popularity both in the United
States and worldwide. My guess is that they've chosen an expedient
solution to capitalize on this surge in demand, striking while the iron
is hot, so to speak. In part, I think that they've decided that
"putting more product on the market" is more important than "increasing
the price of the product that's already on the market" because they are
planning to charge the same price for the lower quality product. That
expedient decision to increase supply of a lower quality product labeled
"Maker's Mark", rather than raising the price of their good product in
the face of higher demand, does make a certain amount of sense,
financially.
But it's a colossally bad decision from a
historical, marketing perspective. The problem is that Maker's Mark, and craft bourbon, and bourbon
generally, and whiskey generally, are not products that respond well to
expedience. Bourbon takes years to make. It takes quality water,
quality grains, quality barrels, and quality weather. A quality bourbon
is the result of craftsmanship, quality ingredients, and, above all,
time.
Expedience is
anathema to bourbon. Expedience violates the entire
spirit of what bourbon is. I know these things because of how bourbon is marketed.
Bourbon is made carefully, and enjoyed carefully. Therefore, expedience contradicts the very marketing that bourbon manufacturers have produced to tell us about it. And, from that point-of-view, expedience is a slap in the face of the
consumer who has, in part, had his ego stroked by references to his
sense of style and taste and his attention to detail, matched by the
goods he has purchased.
What Maker's Mark tells me by doing this
is that all that marketing really was just marketing; that their
"incidental" changes are not substantive enough to be noticed by the
customers they have courted in the past due to their discriminating
nature. It
is a marketing decision, of course. But what that
marketing says is "We aren't going to provide a product that
matches our consumers' style, taste, or attention to detail because we
don't think you have any. You have bought whatever we put in a bottle
and sealed up with red wax now for years, and we think you'll keep doing
it."
Maybe they're right. Maybe the market won't even notice.
At
best, I think this is a ham-handed, ill-thought-through decision to try
to capitalize on rapidly changing market trends. I'm absolutely
certain Maker's Mark meant nothing personal by this. And maybe they
really do believe that their testers can't tell the difference between a
90 proof whiskey and an 84 proof one. And really, that's beside the
point. I
can tell the difference between a 90 proof whiskey and
an 84 proof whiskey. I enjoy both. I can and do enjoy both. So that's
not why I'm upset. If Maker's Mark was 84 proof from the start, I
wouldn't be upset that it wasn't 90. So I'm not upset that Maker's Mark
has decided to sell an 84-proof version of Maker's Mark and call it
Maker's Mark, because they may well have done it from the start. If I just wanted more booze, I would buy Wild Turkey 101. (Well, I often do, and because I like it, not just that it contains 5.5% more alcohol by volume.)
And
this isn't really a question of "who moved my cheese?", either. I'm not
afraid of change. I'm not necessarily resentful when people decide to alter something that I like because it happens to help them out in some way. I am a logical person and can think things through.
What I resent is when I get pandered to and
patronized and treated like a mindless drone who does whatever I get
told to do. And that's exactly what's happened here. I'm being treated
like a fool and a walking wallet, and I won't have it. There's simply
too much product on the market for me to waste my time with people who
obviously don't care enough about who I am to want my business.
Accordingly, I will assist with the global supply problem Maker's Mark
is experiencing by reducing my demand and consumption of Maker's
Mark to zero.