Primary File Info
Part B Info
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
Strategy & General Management
Brand Management, Conflict Management, crisis management, customer communication, Food and Beverage, social media
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.