Have you ever heard of a whiskey company openly advertising a watered-down version of their original booze? Neither had I. Which is why I was stumped (what's up Paul & Al?!) when Maker's Mark said they'd water down their whiskey.
According to Maker's Mark, they did this so that there wouldn't be a "shortage" in supply. It's been a while since I've had an economics class...but isn't this the epitome of supply & demand? I get that you don't want to raise the price point of your hooch, but maybe it's time.
Luckily, the head brass at Maker's changed their minds and it'll still be 90 proof. Although, don't expect it to come without a price increase and of course the occasional dwindling supply at your local liquor store.
Read the article from Yahoo here.