In the case of Maker's Mark, it was a problem of supply and demand — too little of the former and too much of the latter. The way MM handled that problem shows they forgot, somehow, that the "demand" part of that equation was a complement of the highest order, and an admonition to "don't ever, please" mess with the recipe.
The reduction of Maker's Mark from 90 to 84 proof was an attempt to stretch supply and meet demand. It was not intended to deliver a body blow to an elegant, successful brand. But that's what it did.
Any among us could make that kind of mistake, but not all could recover like Maker's Mark has. They did so by falling back on the most basic tenet of business: listen to your customer. After a week of uproar the company announced their reversal with this tweet:
You spoke. We listened. ow.ly/hN3kC
— Maker's Mark (@MakersMark) February 17, 2013
Did they really save their brand that easily? Listen — they're still Maker's Mark. They're still 90 proof of bourbon perfection. Dipped in wax to seal the magnificence inside.
And that brief run of 84 proof bottles? Collector's items now. Maker's Mark lovers who were just last week cursing the brand now can't buy that stuff fast enough.
The C4:
- Maker's Mark Manhattan: shake together a shot and a half of MM, a half shot sweet vermouth, and a dash of bitters. Chilled glass, cherry garnish, and good, good times.
- Maker's Mark Old Fashioned: mix a part and a half MM with a half part club soda and a teaspoon of sugar. Serve over ice, sip it slow.
- Maker's Mark on the rocks: just like it sounds, but somehow so much better.
- The Maker's Mark takeaway: When the customer speaks, listen.
