Maker's Mark dropping proof

In attempt to catch up to demand, the Maker's Mark brand is being diluted:

In an interview Monday, Bill Samuels Jr. said he failed to foresee a worldwide surge in demand for premium bourbon when he was still in charge of the brand about six years ago. As a result, Maker's Mark is being diluted to 42 percent alcohol by volume, from 45 percent, so more of the whiskey can be bottled to meet demand. That's a cut from 90 proof to 84 proof....

Samuels and his son, Maker's Mark CEO Rob Samuels, insist consumers won't notice the change when the slightly weaker bourbon hits shelves in the next few weeks. Even Maker's Mark's professional taste testers couldn't tell the difference, Rob Samuels said.

Mmm... more water, less alcohol. Gotcha. How about the price?

And if you're thinking a weaker drink will have a weaker price, "The value of Maker's Mark isn't set by alcohol volume," Bill Samuels said.