Demand for bourbon with the iconic melted wax seal has soared, more than doubling in the last seven years. The brand has already cut back on overseas shipments and adjusted its distribution model, but now it's running into ingredients shortages. The solution? Water it down. Rob Samuels, chief operating officer for Maker's Mark and grandson of the brand's founder, said,
"Over the last 100-plus days, there are many, many instances across lot of different cities where bars, restaurants, package stores have run low, run out. Given the surge in demand outstripping supply, what we've decided to do very carefully is to slightly reduce the alcohol volume."