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Abstract
Abstract

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
SKU:
BUS-004751
Region: 
North America
Topic: 
Strategy & General Management
Length: 
10 pages
Keywords: 
Brand Management, Conflict Management, Crisis Management, Customer Communication, Food and Beverage, Social Media
Student Price: 
$4.00
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. (A) Case: 7 pp.; (B) Case: 2 pp. (Case #13-10)