Maker's Mark cedes to social media pressure to keep formula

02/18/2013 | Advertising Age (tiered subscription model)

Maker's Mark has reversed a decision to reduce the alcohol level of its bourbon, after a social media-led campaign by fans persuaded the company to retain the traditional 90-proof formula. The brand said the reduction was going to be made because shortages would have forced a price increase. "While we thought we were doing what's right, this is your brand -- and you told us in large numbers to change our decision. You spoke. We listened," said Chief Operating Officer Rob Samuels.

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