Extraordinary Unpopular Dilutions and the Madness of Clowns

MM's new customer base

MM’s new customer base

Demand for your product exceeds manufacturing capacity? Reduce the demand by degrading the product. Pure genius, and an approach that reeks of a week spent among the barrels, sampling the wares. Maker’s Mark will water down its whiskey 6.7%  “to meet rising demand”. I’m no bourbon drinker but I’d think that as the water content goes up the demand will come down and the two will reach equilibrium, however briefly, sooner than Maker’s Mark may wish.



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12 responses to “Extraordinary Unpopular Dilutions and the Madness of Clowns

  1. AJ

    Surely this is a joke, haven’t they ever heard of raising the price: something that’s proved very effective in slowing the sale of a piece of property?

  2. CL Pasm

    Somehow this has to be Obama’s fault…no?

  3. Walt

    Dude –
    Katy Perry’s breasticles give me a giant woody. They are spectacular.
    If you disagree you are a nancy boy homo.
    That is all.
    Your Pal,

  4. Yos

    You know, Chris… I had a close look at the photo. There’s no, er, “rising demand” there. (cough.) I need a drink.

    LA, what say you?

  5. Peg

    Chris – this story reminds me of my friend, Leeann Chin. She was a Chinese immigrant who worked as a seamstress in the 70’s at a boutique woman’s store. To thank clients, she would cook meals for them at her home. I took cooking classes from her decades ago.

    Well – ultimately her friends backed her in a restaurant. It was so successful, other locations were started. Eventually, she sold out to General Mills for some number of millions.

    So why does this remind me of Maker Mark? GM decided they were going to “make more money” – so – they reduced the amount of meat and good vegetables in the dishes. SHOCKINGLY – people stopped showing up and sales dropped. Leeann, crafty businesswoman that she’d always been, ended up buying back her company for pennies on the dollar. Here’s her story:


    Maybe Maker Mark will have more luck than General Mills – but – I doubt it!

  6. Mickster

    You could also do like Larry Goodman (largest beef exporter in Europe – 25% of total) – substitute some good ol’ Polish horse for the world-renowned Irish beef- bye bye Burgerking and Tesco contracts.

    Reminds me of Stewser in Norwalk – no end to the greed.


  7. Atticus

    On a lower level Schlitz did that in the 1970’s.

    <i.Faced with a desire to meet large volume demands while also cutting the cost of production, the brewing process for Schlitz's flagship Schlitz beer was changed in the early 1970s. The primary change involved using high-temperature fermentation instead of the traditional method, and also substituted less-expensive extracts rather than traditional ingredients.[10] Schlitz also experimented with a continuous fermentation process,[11] even designing and building a new Baldwinsville, New York, brewery around the process. The reformulated product resulted in a beer that not only lost much of the flavor and consistency of the traditional formula but spoiled more quickly, rapidly losing public appeal.The Baldwinsville brewery was purchased by Anheuser-Busch in 1981 to supplement production of the upcoming Budweiser Light (now Bud Light) release in 1982. Because of the non-standard brewery design, Baldwinsville is unique and capable of complex production – making it a key player in the 12 domestic Anheuser-Busch plants.


  8. Anonymous

    i worked at a well known restaurant that shall not be named. the owners thought similarly, putting costco lasagna in nice dishes, then slathering homemade (sorta) sauce on top and relieving customers of about $20 per.

  9. Anonymous

    with the right sauce, you’d never know.

  10. Anonymous

    At the rate things are going we’re all going to be eating dogfood with GM veg and washing it down with beer-flavored tap water.

  11. Wow. Maker’s Mark has always been an icon. It’s really good stuff. They even hand-dip the bottles to get their trademark “wax-flow look”. I rarely buy it because it’s expensive and I really don’t need to go around smelling of bourbon, but now I’m going from “rarely” to “never”.