Water Over The Bridge

Water Over The Bridge was Originally Posted on February 13, 2013 by lavarock

Maker’s Mark is a whiskey known for its square bottles and a dollop of red wax over the cap. They ship both nationally and internationally however lately bars have been running out pf product and they have curtailed some overseas shipments. Why? It seems they have so much demand for their product that they cannot make enough. Demand has doubled in the past seven years according t othe Food Manufacturing article I read.

There is a movie out there from many decades ago called “Don’t Raise The Bridge, Lower The River”. I mention this as an insight that there is always another way to solve a problem.

Although they recently enlarged their production by 45 percent it was not enough to offset demand.

In an attempt to placate their customers for product, they decided to stretch their product out the same way every high school kid would do with Dads bottle hidden at home. They will use the time honored tradition of adding some water!

Tests have shown that changing from 45% to 42% alcohol does not make enough of a change in the product that people would notice. This is also not far from the practice candy bar manufacturers have been doing, see-sawing sizes and prices back and forth. Alas, this is even the practice of some Kona Coffee producers too, keeping the same size bag but reducing the 8 ounce amount to 7 ounces (and changing the label to match). **NOTE: I HAVE NEVER DONE THIS**

So with Maker’s Mark, you will buy the same bottle, perhaps at the same price, but with slightly less “good stuff” in there.

This should not be a big deal, we have been putting up with less for more for a long time. a 2 x 4 is nowhere near 2 inches by 4 inches. A Quarter Pounder doesn’t weigh that way AFTER COOKING, Cranberry Juice “Cocktail” Contains mostly non cranberry juice. French toast comes neither from France nor is “toasted”. Pork and beans is more beans and a small piece of pork fat.

I guess in this case you can say “Less is more”. Less actual product means more people can enjoy it.