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Guest Post: More Stealth Inflation As Maker’s Mark Slashes Alcohol Content

Tyler Durden's picture


Via Michael Krieger of Liberty Blitzkrieg blog,

They just ain’t making Maker’s like they used to.  According to the company, an apparent bourbon shortage has besieged the company leaving it no choice but to cut the alcohol content of their booze from 45% to 42%.

I’m sorry, but this excuse reeks of marketing spin.  What manufacturer decides to dilute their product when they face high demand, rather than just raise the price by 3% and keep the quality intact?  In a world where horse meat is increasingly finding its way into “all beef” product, where biotech salmon is soon to hit the streets and where Subway’s foot long sandwiches are less than 12 inches, I’d be willing to bet this is simply just another case of good old fashioned stealth inflation.

From the UK’s Daily Mail:

Distillers of a world famous bourbon has cut its alcohol content so it can meet increasing demand for the drink.


The owners of Maker’s Mark, which is distilled Loretto, Kentucky, said they are unable to produce the bourbon fast enough.


It announced that the bourbon – which used the slogan ‘It tastes expensive… and is’ – will drop its alcohol content by three per cent.


It will now be reduced to 42 per cent ABV from 45 per cent.

Shame they couldn’t just dilute it with horse meat.

Full article here.

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Mon, 02/11/2013 - 15:48 | 3234335 The Gooch
The Gooch's picture

This ain't your pappy's bourbon.


Mon, 02/11/2013 - 15:54 | 3234379 buzzsaw99
buzzsaw99's picture

Pappy Van Winkle.

Mon, 02/11/2013 - 15:57 | 3234398 The Juggernaut
The Juggernaut's picture

The wealth effect, right, Bernanke?  Right, you fuck face?

Mon, 02/11/2013 - 16:08 | 3234445 Chuck Norris
Chuck Norris's picture

Steel Reserve is still cheap.  Thank God.



Mon, 02/11/2013 - 16:18 | 3234499 redpill
redpill's picture

Get your rolled copper and pot still plans while you can!

Mon, 02/11/2013 - 16:21 | 3234507 Cheesy Bastard
Cheesy Bastard's picture

Not one more inch!  Drink Jamesons Irish whiskey.  Who has time to sip, anyway?

Mon, 02/11/2013 - 16:24 | 3234524 redpill
redpill's picture

Hell most of the time I'm drinking 140 proof absinthe anyway, they cut the booze and I'll just water it a little less.


Mon, 02/11/2013 - 16:43 | 3234590 Pladizow
Pladizow's picture

Wouldnt inflation lead to a foot long?

Mon, 02/11/2013 - 16:51 | 3234621 redpill
redpill's picture

No but snort a couple Viagras and you're on your way

Mon, 02/11/2013 - 17:06 | 3234666 gmrpeabody
gmrpeabody's picture

Maker's Mark cutting alcohol...?

Now it's personal!

Mon, 02/11/2013 - 17:43 | 3234788 Raymond K Hessel
Raymond K Hessel's picture

When Budweiser made beer like the Big 3 automakers made cars, Jim Koch was able to capitalize on the growing home brew trend.

With watered bourbon, I can see home stills as a movement to counter factory stills.

Mon, 02/11/2013 - 18:14 | 3234849 Zap Powerz
Zap Powerz's picture

When they came for Makers Mark, I said nothing because I do not drink Makers Mark.

When they came for the beer, I said nothing for I do not drink beer.

When they came for the wine, I said nothing for I do not drink wine.

When they came for the Scotch, there was no one left to speak for Scotch and so I went on a violent RAMPAGE!

Stay. the. fuck.away. from. my. booze.

Like this: http://www.youtube.com/watch?v=5cR-WiGKZtg

Mon, 02/11/2013 - 18:31 | 3234926 Texas Ginslinger
Texas Ginslinger's picture

They should easily be able to meet demand, when word gets out that they are diluting the alcohol content, and sales go down.

End of story.........

Mon, 02/11/2013 - 19:16 | 3235017 Zer0head
Zer0head's picture

sort of like Traitor Joes UpChucking 2buck chuck to 2.50

with cases stacked high next to all that Organic shit from China - it's organic cause it's fertilized with slave feces

Tue, 02/12/2013 - 03:46 | 3236009 All Risk No Reward
All Risk No Reward's picture

The only vote that counts is how we spend our debt money receipts, aka "money."

That's why they the Vichy media doesn't like to talk about that power.

Mon, 02/11/2013 - 18:14 | 3234872 InTheLandOfTheBlind
InTheLandOfTheBlind's picture

I could overlook the last 10years of financial failure.... but this... this is too much to take.

Mon, 02/11/2013 - 18:05 | 3234846 unrulian
unrulian's picture

pussies...alcool 94, we drink it straight or watered down 50/50 with 151 rum. we call the shot arsenic.



Mon, 02/11/2013 - 18:34 | 3234931 prains
prains's picture

has anyone noticed they haven't dropped the alcohol level in american beer yet? Hmmmmmmmmmmm wonder why that is?

Mon, 02/11/2013 - 18:41 | 3234944 chubbar
chubbar's picture

OOH OOH, let me take a stab at that! Err, because it's already piss water and any less alcohol will only make it taste more pissy?

Mon, 02/11/2013 - 18:45 | 3234953 jmcadg
jmcadg's picture

Muller Light, no Miller Light, no Muller Light, there's more alcohol in these yoghurts.

Mon, 02/11/2013 - 16:53 | 3234627 Agent P
Agent P's picture

I loves me my Jameson! 

ps: Always drink it neat, otherwise you're just as guilty as Maker's Mark for diluting whiskey.

Mon, 02/11/2013 - 16:21 | 3234514 DaveyJones
DaveyJones's picture

so Subways claim is an analogy to most male bankers?

Mon, 02/11/2013 - 16:14 | 3234482 tarsubil
tarsubil's picture

One thing is for sure, we'll all be a lot thinner and a lot more sober. *shudders*

Mon, 02/11/2013 - 16:24 | 3234521 a growing concern
a growing concern's picture

God damn you to hell, Bernanke!!!!!

Mon, 02/11/2013 - 16:25 | 3234527 redpill
redpill's picture

It's our God given right to get old, fat, and drunk!

Mon, 02/11/2013 - 18:07 | 3234853 Zap Powerz
Zap Powerz's picture

I swear to Mother Nature that if free health care is a constitutional right (which it isnt) then free booze should also be a right.

Mon, 02/11/2013 - 16:00 | 3234405 BLOTTO
BLOTTO's picture

Good time for some to make the switch to marijuana...


Cheaper and better for you.

Its medicine... one of the best natural anti-inflammatory medicines you wont hear on the illuminati controlled main stream media. The only 'bad' part is the 'smoke'...but that doesnt mean you can not ingest it via 'butters,' tonics and baking goods.


Also, pot makes a great hedge;)

Mon, 02/11/2013 - 16:07 | 3234437 The Gooch
The Gooch's picture


Mon, 02/11/2013 - 16:11 | 3234462 lemonobrien
lemonobrien's picture

you can just eat the buds/leaves. I've been thinking of starting a grow operation; since it may be the next big industry; and you can use the plant to make everything from creams/clothes/rope.

Mon, 02/11/2013 - 17:12 | 3234690 slyhill
slyhill's picture

You need to heat it first for max effect. Must remove an h2o molecule. 

Mon, 02/11/2013 - 19:18 | 3235010 CPL
CPL's picture

Firecrackers.  Use nutella with peanut butter.  At 345 for 18 minutes, wait for the timer first or it won't vapourize properly.  And exactly 18 minutes take them out, 20 minutes the THC burns away with the nutella/peanutbutter goodness.  Eye on the time.  You won't be worrying about it afterwards.  

The thc in the bud properly vapourizes into the surrounding nutella, peanut butter, olive oil is best, but I've used bacon fat with a more interesting outcome that was surprisingly good.  Spicey, salty chocolate peanut butter cup.  The key to it is fat.  The THC binds to it. doesn't really care what type either so if you are stricit on it, Olive oil gives it a more amplified spicy flavor, like fresh basil and mint in Tabouli.  Chocolate works well with that.

If you have shingles or you are going to get shingles.  This is a great way to manage pain.  Doctors in Canada have nearly given up on the zombie pills because they are far too strong and most folks want the independance to putter and do stuff with their day.  BTW no driving and don't go into a grocery store alone or you're walking out with two bags of shit you shouldn't be eating.  

These helped my Dad through his past outbreaks of shingles and the pain relief lasts for about six hours.  Take one when you feel the itch of pain an hour before hand.  If you are planning on making these please make sure you talk with a doctor first.  This opens up blood vessels and will mess with some heart medications.  So check first.


Mon, 02/11/2013 - 17:37 | 3234765 Whiteshadowmovement
Whiteshadowmovement's picture

yeah easiest way that works is if you grind up a handful and then put it in a pressure cooker, then add honey liberally (should be well covered), then some milk and lastly strong piping hot tea (about 2 liters). The milk and the honey are needed to add viscosity and bring up boiling temp closer to THC activation temp. Seal up the pressure cooker, boil on high and after 20 mins voila! Strain it out, bottle it, itll be good in the fridge for 2-3 days

Mon, 02/11/2013 - 17:11 | 3234675 samcontrol
samcontrol's picture

yes the smoke can give you throat cancer ......

BUT i have smoked several times daily for over 25 years, i guess i self medicated due to add. I also smoked cigarettes for 18 years, i stopped...I am in great health at age 44. Smoke more dope than ever.

My best friend age 40 lives in the US and has NEVER smoked. He is battling cancer all over.... for now a miracle.
Rumor here in south america is that 1 out of every three american has or will have cancer...

It is about time Tyler chats about these topics while we wait....

OT bought phys,ag and exk at the close.

Mon, 02/11/2013 - 17:15 | 3234699 slyhill
slyhill's picture

Yea right. And one out of three phys holders will have a boating accident. 

Mon, 02/11/2013 - 17:43 | 3234784 samcontrol
samcontrol's picture

phys is a sprott fund, but i guess you know that.

Mon, 02/11/2013 - 16:07 | 3234439 Silver Bug
Silver Bug's picture

Cost push inflation continues. We ain't seen nothing yet.



Tue, 02/12/2013 - 07:00 | 3236104 ozzz169
ozzz169's picture

sorry tyler, but 45 to 42 is not 3% but 6.67%  inflation of price (or deflation of quality)

Tue, 02/12/2013 - 07:02 | 3236105 ozzz169
ozzz169's picture

sorry tyler, but 45 to 42 is not 3% but 6.67%  inflation of price (or deflation of quality)

Sun, 02/17/2013 - 20:58 | 3252049 Colonel Klink
Colonel Klink's picture

In other news, Maker's Mark has decided to keep their 90 proof content.

Who'd a thunk it, dumbasses can learn!


Mon, 02/11/2013 - 15:48 | 3234340 Seasmoke
Seasmoke's picture

Fuck you Jim Beam (and you too, Rob Samuels)

Mon, 02/11/2013 - 15:48 | 3234341 PUD
PUD's picture


Mon, 02/11/2013 - 16:20 | 3234505 debtor of last ...
debtor of last resort's picture


Mon, 02/11/2013 - 15:50 | 3234346 EscapeKey
EscapeKey's picture

John Smith's, which is marketed as a "no-nonsense ale", did exactly this recently:



Mon, 02/11/2013 - 18:12 | 3234866 jmcadg
jmcadg's picture

John Smith's is nasty cheap shit anyway, not worthy of the name ale. It's Carling Black Label for ale drinkers.

I'm sure you don't drink such crap anyway EscapeKey.

Grab some Youngs Special or Fuller's London Pride or Ringwood 49er or Badger's Tanglefoot that'll do you right.

Tue, 02/12/2013 - 00:31 | 3235753 Parrotile
Parrotile's picture

Never been a Fuller's fan. Badgers is good (ALL their brews are good), as are all the draught Ringwood ales (available locally only). Other greats must include Wadworths 6X, Speckled Hen, most of the microbrewer products (e.g. Roger & Out), and in the "Mainstream", Directors, and Courage's Imperial Russian Stout (which may no longer be available, but at the time was the strongest non-Microbrew ale in the UK (the strongest was Roger & Out).

No wonder I'm a touch cirrhotic . . . . .

Mon, 02/11/2013 - 15:49 | 3234347 Larry Dallas
Larry Dallas's picture

It's pathetic. I hope they get the New Coke blowback.

Makers is good, but there are others for the price that are just as good.

Mon, 02/11/2013 - 16:27 | 3234532 a growing concern
a growing concern's picture

What else is good in that price? Always looking for a good recommendation.

Mon, 02/11/2013 - 17:20 | 3234710 Ljoot
Ljoot's picture

Bushmill shots and a case of Rolling Rock.


Mon, 02/11/2013 - 16:37 | 3234572 1100-TACTICAL-12
1100-TACTICAL-12's picture

partial to Canadian Mist myself.

Mon, 02/11/2013 - 15:49 | 3234351 eddymunster
eddymunster's picture

 Forget MM, fear the BIRD!

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