Maker's Mark Is Betting You Won't Notice The Difference

Maker's Mark Is Betting You Won't Notice The Difference
In this Wednesday, April 8, 2009 photo, a bottle of Maker's Mark bourbon is dipped in red wax during a tour of the distillery in Loretto, Ky. On Wednesday, May 9, 2012, The 6th U.S. Circuit Court of Appeals court says a liquor bottle with a red dripping wax seal by any name other than Maker's Mark would be illegal. The decision comes in an appeal brought by London-based Diageo North America and Casa Cuervo of Mexico, which used a dripping red wax seal on special bottles of its Reserva tequila. (AP Photo/Ed Reinke)
In this Wednesday, April 8, 2009 photo, a bottle of Maker's Mark bourbon is dipped in red wax during a tour of the distillery in Loretto, Ky. On Wednesday, May 9, 2012, The 6th U.S. Circuit Court of Appeals court says a liquor bottle with a red dripping wax seal by any name other than Maker's Mark would be illegal. The decision comes in an appeal brought by London-based Diageo North America and Casa Cuervo of Mexico, which used a dripping red wax seal on special bottles of its Reserva tequila. (AP Photo/Ed Reinke)

Maker's Mark announced in an email to distributors over the weekend that it's going to be decreasing the alcohol content of its bourbon by 3 percent. That turns out to have been a misstatement on the company's part and they're actually reducing it by three percentage points--from 45 percent by volume to 42 percent by volume--but it's still a substantial change.

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