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I believe they did this to make more money off the Chinese market. While whiskey drinkers in China mostly drink scotch, they recently have warmed up to bourbon. They mostly buy alcohol not for enjoyment of the drink itself, but to impress business clients. So they are buying lots of Maker's Mark for the famous brand name and distinctive bottle, and they couldn't care less that it's being diluted--they might actually enjoy it more that way.

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If that's the case, then why did they dilute it state-side? Wouldn't it be more prudent to just dilute it in China and not piss of customers in the US?

I can't speak to China, but here in Australia they already diluted it to 40%. I'm not sure when it happened, the bottle I have is at least 4 months old.

The new, diluted stuff has been spotted on store shelves here in the US as well.

To save even more money? I don't know, I'm not saying it was a good idea. But the original reason they gave was growing "international demand" especially in Asia.

Anyway, the news channels are now reporting that they changed their mind and decided not to dilute Maker's after all. Probably because of the bad PR.

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