Maker’s Mark: We all make mistakes, here’s a great example of how to handle it

BULLETIN:  Management listened! (and acted)  Good for them!

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Very recently Maker’s Mark made the news by announcing a reduction in alcoholic volume from 45% to 42% (otherwise known as diluting).  This commentator (and more importantly, consumers) questioned the wisdom of the move, which Maker’s Mark explained as necessary to meet demand.

Today (Sunday) Maker’s Mark announced via Facebook and Twitter that they have reversed their earlier decision and are keeping the product as is.

We applaud management for acting quickly and decisively based on consumer input.  The response has been immediate and positive – – already there are 24,000 positive comments on Maker’s Mark FB page.  They have turned a negative into a positive and reclaimed the loyalty of their customers.

You can go to their site for the full announcement.  Below is an excerpt.

You spoke. We listened. 

Dear Friends,

Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.

You spoke. We listened. And we’re sincerely sorry we let you down.

So effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning.


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