I must admit this will go down in the history of business as one of those colossally stupid ideas we studied in Business school. They were making money because of its strength. You have a popular product that is limited in quantity and always sells out. You don't water it down! You raise the price until demand matches supply. Business 101. But these guys know nothing about Whiskey. They went to the "cut costs and quality for profit" school. Tell you what, let's just leap to the end game. Get rid of the wax on top and put it in plastic bottle with a screw cap, and a generic hand-written label with a Sharpie that says "Cheap Whiskey".

maker's is putting up new warehouses left and right between loretto and st francis, the shortage of aged bourbon might be an excuse but they have been gearing up production for awhile.

Maybe fore seeing a government mandate when Moochele will be going after alcohol!

Message to Makers Mark Chief Officer(s) TWO WORDS: Woodford Reserve :) bye-bye.

this is profit driven ONLY...Theyre the best "cheap" bourbon going...they should continue to make it the way they always have and if they sell out, they sell out. Like someone already said, you dont mess with traditon. I guess Ill stick to my expensive Basyl Haden or Woodford reserve...

And I'm sure it will be 3% cheaper!

Makers Mark sells out of whisky every year, so too claim they are running low and need to water it down to keep it on the market is crap. They produce limited quanities each year so the only way to increase profit in a given year is too raise the price or water it down. Since they have already raised the price several times, all that is left is too water it down.

they must of watched dr quinn where hank watered down his booze

Going from 90 Proof to 84 Proof seems odd. It may have been more acceptable to go to the more customary and traditional 86. Most of the massed produced things on the market are 80. Brown-Foreman keeps their stuff at 86 and 100. One of the reasons for the popularity of Makers Mark is its mildness ,as a result of its "white bread" mash bill. I have at times enjoyed it.

Just make your own! That was a very stupid decision on their part, I agree. You don't mess with tradition. I also wonder....did they drop the price to match the lesser proof?