Sometimes you can get in the way of your ownbusiness and create a crisis where none had been likely to arise. Maker’s Mark recently announced they would be diluting their original formula, but failed to explain why, and while it may have been to expand to geographical markets that legally require lower alcohol levels, or to simply save money and keep their product pricing from adjusting, they said nothing.

It came across as them saying, “people love our product so much, I bet that if we make a slightly inferior product we can sell even more!” Is that what Maker’s Mark was really thinking?

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