Maker’s Mark Uses Their Community To Perfection

http://josephsunga.com/2013/02/makers-mark-uses-their-community-to-perfection/

by joesunga • 13 years ago

2 3 13 years ago

ctdonath• 13 years ago

You can’t get any better than that. This was an absolutely brilliant chain of events, which I believe was all planned. They were able to literally make a huge splash out of a non-event. Don’t be surprised if you see your next bottle of Maker’s Mark a couple bucks more than you’re used to.

Don't be surprised if a lot of us customers take our business elsewhere. We don't know what's in that bottle anymore, aren't sure about MM's stance on quality re: a luxury product, and see a lot of other bottles on those upper shelves.

joesunga• 13 years ago

I agree with the idea of not being sure about MM's stance on quality. If they literally thought we wouldn't be able to taste the difference - that's a bit disappointing.

dalke• 13 years ago

Agreed. They must have known the response from Jack Daniels going to 80 proof, and were probably informed by the New Coke reaction in the 1980s.

The stated goal was to deal with a supply shortage. They were willing to dilute their product in order to increase supply, on the premise that the taste didn't change from 90 to 84.

JD's justification for going from 90 to first 86 then 80 was that customers preferred the lower proof. JD drinkers could tell the difference but MM drinkers can't?

They had three choices: raise the price, lower the proof, or create a new line for the cheaper proof. They chose the one with the most free marketing.

I don't like being a marketing toy, and as you say, there are plenty of other bottles. When my bottle, with its pretty red wax, is finished, I won't be replacing it.

Maker’s Mark Uses Their Community To Perfection

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