Watering Down the Message: 3 Marketing Mistakes from Maker's Mark
The initial problem for Maker's Mark is that supply couldn't meet demand; the product was already selling out, so there's no way the company could gain sales from this debacle. The company's problem now is minimize damage to to its reputation and to try not to lose too many customers to competing bourbons, both more difficult challenges to overcome. Ironically, by manufacturing the second problem (losing customers) they solved their first problem (selling out of product), but I wouldn't call that a success.
In the end it is unlikely that the company will suffer too much financially as a result of the news: If the product was selling out before, it will continue to sell out. But the people buying it now many not be the same loyalists who made the brand a success, and those loyal fans have to go somewhere. That means increased competition for Maker's Mark and ultimately the potential for fewer sales.