Feb192013
Daily DrakeMakers

MakersWinter flyfishing wouldn’t be right without a quaff of the ruckus juice to jumpstart the senses now and then. The brown comes in many forms and it’s no surprise that one of our favorites, Maker’s Mark, is in increasingly hot demand. So much so, the company announced plans last week to kill all sales of its traditional 90 proof batch and replace it with an 84 proof incarnation to meet exceeding sales.

The weak sauce missed its mark—no shit—sending “happy-go-lucky” bourbon drinkers into riot mode across the interwebs. Maker’s Mark has since reversed course. And now back to your regularly scheduled fishing.

“Maker’s Mark’s chief operating officer, Rob Samuels, announced Sunday that the company is restoring the alcohol volume of its bourbon to its historic level of 45%, or 90 proof. Last week, the company said it was reducing the amount to 84 proof because supply couldn’t meet demand. Sales of Maker’s Mark rose 14% in 2011 and 15% in 2012, part of a broader bourbon trend.

“We’re humbled by your overwhelming response and passion for Maker’s Mark,” Samuels said in a letter posted to the company’s website. “While we thought we were doing what’s right, this is your brand—and you told us in large numbers to change our decision.”

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Tom Bie
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Tom Bie is the founder, editor, and publisher of The Drake. He started the magazine in 1998 as an annual newsprint publication based in Jackson Hole, Wyoming. He then moved it to Steamboat, Colorado (1999), Boulder, Colorado (2001), and San Clemente, California (2004), as he took jobs as managing editor at Paddler, Senior Editor at Skiing, and Editor-in-Chief at Powder, respectively. Tom and The Drake are now both based in Denver, Colorado, where The Drake is finally all grows up(Swingers, 1996) to a quarterly magazine.

Category: Daily Drake
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Author: Tom Bie

Tom Bie is the founder, editor, and publisher of The Drake. He started the magazine in 1998 as an annual newsprint publication based in Jackson Hole, Wyoming. He then moved it to Steamboat, Colorado (1999), Boulder, Colorado (2001), and San Clemente, California (2004), as he took jobs as managing editor at Paddler, Senior Editor at Skiing, and Editor-in-Chief at Powder, respectively. Tom and The Drake are now both based in Denver, Colorado, where The Drake is finally all grows up(Swingers, 1996) to a quarterly magazine.

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