Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

The Economics of Watering Down Maker's Mark

February 12, 2013
Get the Flash Player to see this rotator.
 
Maker's Mark announced in an email to distributors over the weekend that it's going to be decreasing the alcohol content of its bourbon by 3 percent. ... From 45 percent by volume to 42 percent by volume—but it's still a substantial change. The reason is clear enough. Demand for bourbon is skyrocketing internationally, which is great for U.S. bourbon producers, but which also means they're facing strained supplies. The obvious question is, why would it be better to water down your product rather than simply raising prices?...

 

More Suggested Content:

Andrea Syverson headshot
Brand Matters : Rock Your Brand in 2013!
February 2013 From Target Marketing
I am a brand builder. I am a lifelong learner. I also am a Bruce Springsteen aficionado. Recently, after participating in one of his rock concerts at the Pepsi Center in Denver (no die-hard fan merely attends a Springsteen concert … we stand, sing, clap and dance all night, all 20,000-plus of us!), those three dots unexpectedly connected for me as I reflected on his nonstop, more than 3-hour exhilarating performance. Yes, the man is a rocker and a poet and a performer, but he's also an example of a long-lasting, very well-orchestrated brand that does things right. A brand we can all learn from, no matter your musical preference.
 
Thorin McGee Headshot
Editor's Notes : What Do Your Customers Love?
February 2013 From Target Marketing
It's the season of valentines, when people show love by giving their partners something they'll love. In some partnerships that's trickier than others, but most couples manage to figure it out. What if you had to do that for your customers? Could you? Do you know what your customers love? This question impacts every aspect of marketing—from your brand persona to products, offers and your every marketing message.
 

SPONSORED CONTENT

MORE ON COPYWRITING, CREATIVE AND BRAND >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: