Primary File (Part A)
Part B

Beam Inc.: The Dilution of the Maker's Mark Brand (A) and (B)

Klinger, R., Laughner, T., MacDonald, K. and O’Rourke, J.S. (Editor)
February 2, 2018
North America
Strategy & General Management
10 pages
Brand Management, Conflict Management, crisis management, customer communication, Food and Beverage, social media
Student Price: 
$4.00 (€3.8)
Average rating: 

Maker’s Mark may be part of a premium spirits portfolio but maintaining its authentic history is still important to the brand. When faced with the challenge of growing demand and an insufficient supply of whiskey, the Maker’s Mark management team needs to decide if diluting their whiskey is the best way to meet demand.

Learning Outcomes: 
  1. To highlight the conflict that arises when a company tries to adjust what it thinks might be best for its sales and how those decisions affect various stakeholders;
  2. To provide an example of a company that makes a public announcement and doesn’t get the reply it was expecting;
  3. To encourage analysis of a business strategy that may have been flawed and evaluate other possible alternatives that may have been better received;
  4. To demonstrate how a company can adapt to changes in its industry but maintain their consumer base;
  5. To encourage discussion about how social media affects business strategies and decisions.



Liked how relevant and informative this case study was. It gave a lot of good information on the brand and allowed us to easily make recommendations based on what was provided.