Maker’s Mark reverses move to water down its whisky

Faced with an outcry from consumers, the producers of Maker's Mark, probably America's most popular bourbon whiskey, have reversed their decision to reduce alcoholic content by adding water.

One week after announcing plans to dilute its whiskey, Maker's Mark said in a volte face on Sunday that it has nullified its decision, and apologised for disappointing its ''loyal fans'' with the decision to dilute the product.

''We're humbled by your overwhelming response and passion for Maker's Mark. While we thought we're doing what's right, this is your brand you told us in large numbers to change our decision,'' the statement from chairman emeritus Bill Samuels Jr, grandson of the founder, and his son and chief operating officer Rob Samuels said.

''You spoke. We listened. And we're sincerely sorry we let you down.''

The whiskey is 90 proof, indicating a rather high alcohol content of 45 per cent. The company last week announced that it planned to dilute the alcohol content to 84 proof, or 42 per cent alcohol.

The company, struggling to meet burgeoning demand at home and abroad, admitted that the move was aimed at increasing volumes. However, the backlash that has followed has made it reverse its plans.