Last week Makers Mark announced that it would be changing its alcohol content by 3% (which really isn’t 3%) to go from 45% alcohol by volume to 42% alcohol  or 90 to 84 proof.  Their reasoning was that they anticipated shortages and wanted to stretch the liquor out to cover the shortages.  They even went so far as to have connoisseurs come in and try to taste the difference between them. The owners said they had tested the watered-down bourbon themselves and validated their own findings with consumer research.  Both agreed that “there’s no difference in the taste,” Samuels said. “While not every […]