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jsr

(7,712 posts)
Mon Feb 11, 2013, 07:41 PM Feb 2013

Maker's Mark to add more water to bourbon

http://bigstory.ap.org/article/makers-mark-cutting-alcohol-volume-its-bourbon

Maker's Mark cutting alcohol volume in its bourbon
By BRUCE SCHREINER

LOUISVILLE, Ky. (AP) — The producer of Maker's Mark bourbon is cutting the amount of alcohol in each bottle to stretch every drop of the famous Kentucky whiskey.

The brand known for its red wax seal has been unable to keep up with demand that doubled in recent years.

So the bourbon maker is lowering the alcohol volume from 45 percent to 42 percent — or 90 proof to 84 proof.

Rob Samuels, chief operating officer for Maker's Mark and grandson of the brand's founder, says the change doesn't alter the taste. He says the recipe and production process stays the same, except "a touch more water" will be added when the whiskey comes out of the barrel for bottling.
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Maker's Mark to add more water to bourbon (Original Post) jsr Feb 2013 OP
a sad day indeed n/t warrprayer Feb 2013 #1
I'm surprised they'd readily admit to that Auggie Feb 2013 #2
Watering's a routine part of the whiskey-making process. backscatter712 Feb 2013 #4
And? With all of the great bourbons out there.. DollarBillHines Feb 2013 #3
They are over marketing, over producing, over pricing & expanding to other versions... Historic NY Feb 2013 #5
I prefer a good Scotch in any case! n/t markpkessinger Feb 2013 #6

Auggie

(31,059 posts)
2. I'm surprised they'd readily admit to that
Mon Feb 11, 2013, 07:44 PM
Feb 2013

On the other hand, the labeling would change and people would notice anyhow.

Bet the price doesn't change.

backscatter712

(26,355 posts)
4. Watering's a routine part of the whiskey-making process.
Mon Feb 11, 2013, 07:56 PM
Feb 2013

After whiskey comes out of the still, it's like moonshine - tastes like gasoline, is somewhere in the 150 proof range. From there, it goes in the oak casks where it gets aged for a few years (where some of the nastier congeners go away, and nice flavors are added), then when it comes out of the cask, it gets watered down to its final proof-level.

Most whiskeys are 80 proof, so Maker's Mark is a little stronger then most.

DollarBillHines

(1,922 posts)
3. And? With all of the great bourbons out there..
Mon Feb 11, 2013, 07:51 PM
Feb 2013

Maker's is in high demand?

I don't get it. Maybe it's the millenials who learned about Manhattans from television.

All Hail Elmer T Lee!

Historic NY

(37,449 posts)
5. They are over marketing, over producing, over pricing & expanding to other versions...
Mon Feb 11, 2013, 08:36 PM
Feb 2013

in other words quanity over quality to make a buck. I was a loyal purchaser until the price went up while the bottle size shrank. I rather stay local (NY) with our startup distillers now, its a bit more money but they aren't cutting the proof.

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