Maker’s Mark production line, just after being dipped in red wax (Photo credit: Wikipedia)

From a minor tweet about the length of time it takes to char a barrel for making bourbon to a congratulatory tweet from KFC, Maker’s Mark missed the mark with an expansion strategy that was counter to both the essence of their brand and their loyal consumer’s expectations.

The following Storify transcript highlights selected social media activity and mentions following the Maker’s Mark announcement that they would be slightly diluting the brand’s signature bourboun in an effort to meet rising demand.

(Note: Some date sequences have been adjusted to highlight flows of conversations and threaded discussions)

From a minor tweet about the length of time it takes to char a barrel for making bourbon to a congratulatory tweet from KFC… How Maker’s Mark missed the mark with their brand strategy. (Note: Date sequences have been adjusted to highlight flows of conversations and threaded discussions)

From a minor tweet about the length of time it takes to char a barrel for making bourbon to a congratulatory tweet from KFC… How Maker’s Mark missed the mark with their brand strategy. (Note: Date sequences have been adjusted to highlight flows of conversations and threaded discussions)

From a minor tweet about the length of time it takes to char a barrel for making bourbon to a congratulatory tweet from KFC… How Maker’s Mark missed the mark with their brand strategy. (Note: Date sequences have been adjusted to highlight flows of conversations and threaded discussions)

http://storify.com/fredmcclimans/maker-s-mark-tweets