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