Maker’s Mark gets a lesson in brand identity

Every southerner knows that messing with bourbon is a surefire way to not get invited back to a party.  Except Maker’s Mark. Beam Inc., the parent company of the Kentucky bourbon, announced last week that due to the company’s success and the time it takes to age a batch of whiskey (six years), they could not keep up with demand. As a result, Beam announced they would be reducing the alcohol content from 90 to 84, diluting the alcohol to make more batches.

Maker’s Mark fans took to social media and voiced their opinion that they rather have no Maker’s Mark than pseudo-Maker’s Mark. Beam listened. Less than a week later, they reversed their decision.

Loyal consumers can be hard to come by and when you find them, you should hold on tight.  For those true fans of the bourbon that have been making purchase decisions based on this brand for some time, Maker’s Mark decision to compromise quality and keep the brand, affected the integrity of the brand.

Fortunately, Maker’s Mark heeded their customers’ outcries and kept their public relations blunder to just the one brand identity flop. By listening to their customers, they avoided diluting both their product and their brand.  Hopefully other brands will take note as well: When your message is getting through loud and clear, don’t tone it down!…read the full article here.