It took 60 years for Maker’s Mark to create and burnish its image as a premium bourbon brand, and all of one day to put that reputation on the rocks.
By now I’m sure you have heard the controversy: One of Kentucky’s most beloved bourbons was facing a shortage. There simply was not enough product to go around. To many brands, this is the holy grail of business models. After all, as demand outstrips supply, your cachet rises, along with your cash.