Maker's Mark reverses decision to lower alcohol

This transcript is automatically generated

Your friends that maker's market reverse their decision to water down the whiskey.

Fans have been blasting suburban company's decision to reduce the alcohol content from 45% to 42%.

Here's what the chief operating officer was saying last week.

Through a very slight.

Reduction and alcohol on him were able to extend our supply.

More closely meet the surging demand.

And most importantly.

That we've been very careful -- insurer is that the taste profile.

Is exactly the same.

As.

As it's always -- -- that went over just perfectly.

Customers went nuts.

And now the company's changing its decision.

But that move comes without.

Well with a catch the fox -- to Gerri Willis is here now maker's mark warns this could create shortages of maker's mark.

I mean I know this sounds like a silly thing that you got absolutely no that's not silly Jerry that -- -- -- Well I guess you're right rob -- -- with the CEO told our fox affiliate it could create shortages here's what he said.

We heard back.

Was a very humbling.

Very clear feedback from from our customers end.

And what they told us was was that they would rather have.

The occasional shortage.

Moving forward then and any away -- change maker's mark.

So as you can see it there's thought that that maybe they can continue this process trying to tell you can't make burba -- like.

That no that's not how it works but there's this theory of supply and demand which usually holes.

When the supplies lower which they say it will be the prices are higher.

That's what you would think right that's what everybody expected and the fact analysts were saying.

Why did this happen before they affect the company says -- been for this kind of situation well as many as twenty times and they have a raise prices in the past.

You have to think it's a point of pride for the company they don't want to raise prices because they don't typically do that.

Surprised they didn't get -- like.

But burger -- whats up or whatever was burgers are in demand my friend though you sort of think it is easier thank you.

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Maker's Mark reverses decision to lower alcohol

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