We've pointed out the package shrinkery trick that food sellers have used to hide price inflation, but this is ridiculous.
Maker's Mark watering down its bourbon by 6.7%.
That's amazing for a premium brand like Maker's Mark to feel the need to reduce quality. They must believe consumers have hit their limit on what they can pay for a bottle of bourbon, so price increases are out of the question. Meanwhile, grain, energy, and labor inputs aren't getting any cheaper.
May Zimbabwe Ben be forever remembered as the face of New Maker's Mark just as Bill Cosby was the face of New Coke.
UPDATE: Maker's Mark backtracks faster than New Coke.