Maker's Mark Execs Describe The Moment They Knew Their Plan Was Boneheaded

Maker's Mark sparked a big bourbon controversy when it decided to lower the amount of alcohol in liquor. Loyal customers spoke out and Maker's Mark ended up reversing the decision quickly. Geoffrey Kleinman at Drink Spirits spoke with Maker's Mark COO Rob Samuels and his father, chairman Bill Samuels, Jr., about what happened. The pair talked about the moment when they realized they had totally screwed up. "It was quickly," Rob explained to Drink Spirits. "After a day or two." "Yeah, we came int...