Watering Down the Message: 3 Marketing Mistakes from Maker's Mark

Bourbon fans across the country spilled their drinks last month when Maker's Mark announced that it would begin diluting its liquor in order to increase volume and meet demand. The company said it would add more water to the formula that has been unchanged for more than 50 years, reducing the proof of the spirit from 90 to 84 proof, or from 45 percent to 42 percent alcohol. An immediate backlash occurred, with nationwide press and diehard fans saying they'd never buy the wax-sealed bottles again. A week after announcing the decision to dilute, the company recanted, backtracking on the move and saying it would resume producing the liquor at 90 proof effective immediately.