Global Demand Forces Bourbon Maker To Change Its Recipe

Beam Inc. is reducing the volume of alcohol in its Maker's Mark brand by 3 percent in order to stretch its dwindling supply.

What's the Latest Development?

Kentucky-based Beam Inc., home of the bourbon brands Maker's Mark and Jim Beam, has announced that it will reduce the volume of alcohol (ABV) in Maker's Mark by 3 percent. Writer Zachary M. Seward, reviewing an e-mail sent from the company to customers, says that a reduction from 45 percent ABV to 42 percent ABV translates to a 6.7 percent decrease in the actual amount of alcohol. In the e-mail, the authors -- descendants of the company's founder -- say that the taste "[is] completely consistent with the taste profile our founder/dad/grandfather...created nearly 60 years ago." 

What's the Big Idea?

Bourbon has become increasingly popular in the US, and now makes up 35 percent of all spirit sales. However, foreign sales are what's really making an impact, with Australia, Germany, and Japan among the strongest markets. Last year Beam warned that it was struggling to keep up with demand for Maker's Mark, and raised prices as well. Seward notes the risk involved in changing a time-honored recipe: "Bourbon connoisseurs often speak in reverent terms about the "taste profile" of their favorite spirits...Adding a little water to the drink is an easy way to increase Beam's margins and do more with less, but at what cost?"

Photo Credit:

Read it at The Atlantic

LinkedIn meets Tinder in this mindful networking app

Swipe right to make the connections that could change your career.

Getty Images
Swipe right. Match. Meet over coffee or set up a call.

No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.

Keep reading Show less

What’s behind our appetite for self-destruction?

Is it "perverseness," the "death drive," or something else?

Photo by Brad Neathery on Unsplash
Mind & Brain

Each new year, people vow to put an end to self-destructive habits like smoking, overeating or overspending.

Keep reading Show less

Can the keto diet help treat depression? Here’s what the science says so far

A growing body of research shows promising signs that the keto diet might be able to improve mental health.

Photo: Public Domain
Mind & Brain
  • The keto diet is known to be an effective tool for weight loss, however its effects on mental health remain largely unclear.
  • Recent studies suggests that the keto diet might be an effective tool for treating depression, and clearing up so-called "brain fog," though scientists caution more research is necessary before it can be recommended as a treatment.
  • Any experiments with the keto diet are best done in conjunction with a doctor, considering some people face problems when transitioning to the low-carb diet.
Keep reading Show less

Douglas Rushkoff – It’s not the technology’s fault

It's up to us humans to re-humanize our world. An economy that prioritizes growth and profits over humanity has led to digital platforms that "strip the topsoil" of human behavior, whole industries, and the planet, giving less and less back. And only we can save us.

Think Again Podcasts
  • It's an all-hands-on-deck moment in the arc of civilization.
  • Everyone has a choice: Do you want to try to earn enough money to insulate yourself from the world you're creating— or do you want to make the world a place you don't have to insulate yourself from?
Keep reading Show less