Pretty sure this was just one big Makers PR stunt. Announce you’re going to water down your booze, sit back and wait for everyone to go crazy and cry foul, then collect all the responses and use it for your next commercial. Say you’re not going to change because so many people are obsessed with your awesomeness and you are keeping it the same. Pure genuis, people are so easy to manipulate through media. At least I hope that’s what their strategy was, not sure what else they would expect the response to be? Start playing around with proofs and alcohol content and you’re going to have a full blown revolution on your hands. Guns are first booze might be next, who knows. However, I'm gonna stick with Bullit Rye, Single Barrel, Red Wine and Pappy's.