Marketing Maker’s Mark (B): Diluting the Brand?



Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

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Introduction

In 2013, bourbon maker, Maker’s Mark, sparked outrage among bourbon fans when it announced that it would water down its famous whisky to ensure that it could meet increasing demand for it. The resulting backlash from customers led to the company doing a hasty turnaround and restoring the original alcohol content in its whisky.

Maker’s Mark, which could trace its origins back to the 1780s, began as a small operation – a family business with no major promotional activities. Later on, with the increasing competition and the rising need for spreading awareness, the brand started promoting its drink using different slogans. These slogans later on became a part of the identity of Maker’s Mark. Soon, the company developed its own marketing principles and thus, succeeded in reaching potential markets........

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Over the years, Maker’s Mark had grown into a recognized brand for its smoothness and uniqueness. The drink became famous in the national and international markets, and thus, the last five years witnessed a huge spurt in the demand for the bourbon. With at least five to seven years being required to produce quality bourbon, Maker’s Mark was in a quandary on how to meet the increasing demand on an urgent basis. .........

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