Comments on: The Digital Whiskey Rebellion, Or How Maker’s Returned To The Mark (Part II)

By: Bill

Bill — Mon, 11 Mar 2013 04:35:17 +0000

The proof of the famous flagship black label product has actually been lowered twice. In the 1980s, it was reduced from 90 to 86. In the fall of 2004, it was cut from 86 to 80. An online petition urging that the decision be reversed was created and eventually drew over 13,000 signatures, but outrage was neither instantaneous nor widespread. (Facebook had launched a few months before. Twitter was two years away.) The company was not swayed, and today, Old No. 7 is bottled at 80 proof and remains the world’s bestselling whiskey.

By: Bob G.

Bob G. — Mon, 04 Mar 2013 23:14:50 +0000

Yet another reason to never wander north of the Tennessee line—when ole Uncle Jack is still makin Old No. 7 without watering it down!

By: Kansas Dave

Kansas Dave — Sun, 03 Mar 2013 15:58:28 +0000

“This was just like that sneaky dimple in the bottom of the peanut butter jar. Or those swollen snack packages that hold fewer chips and more puffed air.” I was thinking the same thing until you helped me calm down and refocus. I’m sure the decision to go public with the watering-down was supported by all manner of “research,” pretty charts, etc., and the idea that acknowledging plans to change the product up front would be hailed as a rare instance of corporate candor. A good idea that didn’t work. Kudos to the Samuels for admitting their mistake.

By: Gary F.

Gary F. — Sat, 02 Mar 2013 15:44:40 +0000

A toast to further proof that a company does not own its brand and reputation, its customers do.

By: Happ W.

Happ W. — Thu, 28 Feb 2013 21:45:21 +0000

I enjoy your style, wit, thoroughness and clarity. I heard several stories about the plan to water down Maker’s Mark to meet demand but didn’t realize the extent to which the Samuels boys shot themselves in the foot. Good operational managers, they really lost sight of marketing and brand management and are lucky they didn’t completely mess things up.

By: Jon S.

Jon S. — Mon, 25 Feb 2013 18:37:55 +0000

Thanks for reminding me that it’s still possible to destroy a product’s well-earned brand equity with a single decision. Yet another thought-provoking read from the right side of Bill’s Brain.

By: George B.

George B. — Mon, 25 Feb 2013 16:56:06 +0000

A good historical researcher/writer touched by the sprit of the spirits to comment on a whiskey fiasco. Proofing the proof, real or diluted, can only mean painstaking hours of consumption by the victim for the purpose of vindication in such a crime against humanity. A form of hemlock replayed as farce, it is a high compliment from the savvy public, for which it stands, to say “Don’t mess with my Spirit!”