Yeah, that New Coke thing worked really well. :rulz:
http://www.ajc.com/ap/ap/business/makers-mark-cutting-alcohol-volume-in-its-bourbon/nWL76/
The producer of Maker's Mark bourbon is cutting — likely permanently — the amount of alcohol in each bottle to stretch every drop of the famous Kentucky whiskey. The alcohol volume is being lowered from its historic level of 45 percent to 42 percent — or 90 proof to 84 proof.
"Given the surge in demand outstripping supply, what we've decided to do very carefully is to slightly reduce the alcohol volume."
The recipe and production process will stay the same, except "a touch more water" will be added when the whiskey comes out of the barrel for bottling,
http://www.ajc.com/ap/ap/business/makers-mark-cutting-alcohol-volume-in-its-bourbon/nWL76/