Pretty sure this was just one big Makers PR stunt. Announce you’re going to water down your booze, sit back and wait for everyone to go crazy and cry foul, then collect all the responses and use it for your next commercial. Say you’re not going to change because so many people are obsessed with your awesomeness and you are keeping it the same. Pure genuis, people are so easy to manipulate through media. At least I hope that’s what their strategy was, not sure what else they would expect the response to be? Start playing around with proofs and alcohol content and you’re going to have a full blown revolution on your hands. Guns are first booze might be next, who knows. However, I'm gonna stick with Bullit Rye, Single Barrel, Red Wine and Pappy's.

That gif is mesmerizing, it just keeps pouring, what a bottle.

Less is more, quality generally applies as well....you won't find a better brown water.

http://gardenandgun.com/article/julian-p-van-winkle

Exxon, Shell, etc do it all the time...

Of course. What does that have to do with any of this.

What does that even mean?

They cut alcohol volume to sell more booze. Classic drug dealer 101, step on it, make more $.

When is the last time you have seen a Makers Mark commercial? I can tell you the next one I see will be my first. It is one of there "deals" they don't advertise a whole bunch.

And now people are calling for the watered down version because it has become a collectors item.
nothing like a single barrel, i have told these children this before.