It is difficult to know whether the entire episode was a PR gimmick or a lesson in customer relations, but top bourbon brand Maker's Mark has decided not to dilute its product with water. It had earlier announced intention to dilute for the sake of increasing supplies. Maker's is owned by Beam, Inc., maker of Jim Beam whiskey.
COO Rob Samuels, grandson of the founder, had insisted earlier in the week that the dilution would not affect "the taste" of the bourbon, which he deemed to be the most important metric of quality. Customers disagreed, many passionately, saying that the alcohol content was among the paramount aspects of the drink.
The move was billed as necessary in order to avoid product shortages in the face of record demand; Maker's was apparently apprehensive of price increases and pricing the liquor out of reach for many customers.
Reversing course, Samuels indicated that customers would rather see product shortages than to have the bourbon diluted.
Samuels' released a statement together with his father and president of the brand, Bill Samuels Jr.: "You spoke. We listened. And we’re sincerely sorry we let you down.”
Coca-Cola experienced a significant increase in popularity during the 1990's when they brought back Coke Classic after an unpopular move to reformulate its product. It remains to be seen if Maker's Mark will experience a similar surge, although increased demand would be detrimental in the face of an already short supply.
