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Is this a trend going on with other Beam or competitor's products as well?


Knob Creek ran into an acute shortage in 2009 after a steep gain in popularity. Unless MM, Knob Creek decided to let some supply run out and advertise the fact, running an ad campaign called "Thanks for nothing" and also printing t-shirts proclaiming "I survived the drought of 2009". Knob Creek has continued to proliferate after ramping up production and now you can even get it in a store in Ghana!

I think the decision to water down Makers Mark is deplorable from a marketing perspective. There are so many new entries in the small batch bourbon (many of which BEAM also owns, like Bookers) but I think MM has held a nice niche at the upper end of mass market bourbon with the likes of Woodford and Knob Creek. I think that this decision risks that standing gravely.

Cicciano
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