Sometimes a company gets it so right, it boggles the
marketing mind. Maker’s Mark is a is a small-batch bourbon
whisky that is distilled in Loretto, Kentucky, by Beam Inc. It is bottled at 90 U.S. proof (45% alcohol by volume).
To meet demand, the company announced plans to cut the alcohol content in its
bourbon to 42 percent (84 proof).
Consumers were
not amused. They got really mad and communicated that they would rather deal
with a shortage of their favorite bourbon than a shortage of alcohol in their
bourbon.
Maker’s Mark listened
and learned. The company tweeted “You
spoke. We listened,” with a link to a public apology from COO Rob Samuels and
his father, chairman emeritus Bill Samuels, Jr.
The text of
this letter should be included in any marketing or MBA course.
Dear
Friends,
Since we
announced our decision last week to reduce the alcohol content (ABV) of Maker’s
Mark in response to supply constraints, we have heard many concerns and
questions from our ambassadors and brand fans. We’re humbled by your
overwhelming response and passion for Maker’s Mark. While we thought we were
doing what’s right, this is your brand – and you told us in large numbers to
change our decision.
You spoke.
We listened. And we’re sincerely sorry we let you down.
So effective
immediately, we are reversing our decision to lower the ABV of Maker’s Mark,
and resuming production at 45% alcohol by volume (90 proof). Just like we’ve
made it since the very beginning.
The
unanticipated dramatic growth rate of Maker’s Mark is a good problem to have,
and we appreciate some of you telling us you’d even put up with occasional
shortages. We promise we’ll deal with them as best we can, as we work to expand
capacity at the distillery.
Your trust,
loyalty and passion are what’s most important. We realize we can’t lose sight
of that. Thanks for your honesty and for reminding us what makes Maker’s Mark,
and its fans, so special.
We’ll set
about getting back to bottling the handcrafted bourbon that our
father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production
process. Same product.
As always,
we will continue to let you know first about developments at the distillery. In
the meantime please keep telling us what’s on your mind and come down and visit
us at the distillery. It means a lot to us.
Sincerely,
Rob Samuels
Chief Operating Officer rob@makersmark.com
Bill
Samuels, Jr Chairman Emeritus bill@makersmark.com
Although the reversal
was primarily business-driven, it is an elegant marketing move. It shows that Maker’s
Mark’s leaders are human and can make bad decisions. (To err is human, toforgive, divine).
From a
marketing perspective, it is short of brilliant. The company didn’t defend its motives but
acknowledged that it let down it loyal customers. Furthermore, the company made
a commitment to return to the original recipe although it would result in more
product shortages. The well-crafted letter reminded its fans that Maker’s
Mark is still a family business.
This case
teaches us marketing professionals several things:
- When something goes wrong, let customers vent.
- Emphasize that you listen.
- Show that you reacted to your customers’ opinions (social media are perfect for this).
- Be sincere in your apology.
- Be transparent.
