Rob Samuels (Maker’s Mark’s COO) said that it is restoring the alcohol volume of its product to its normal level of 90 proof. After just last week, announcing it was lowering the amount to 84 proof, because of a supply shortage.
Needless to say, Makers Mark drinkers didn’t like this very much and FLIPPED OUT!!
Once the negative press go bad enough, it seems as though Makers Mark will simply “deal” with running out of product and not lower the proof. This will likely prevent drunken riots and less “F Makers Mark” comments being posted to twitter.