My first bourbon story appeared in Successful Meetings in 2007. My first big bourbon interview was with Ed O’Daniel, then-president of...

Jim Beam is tapping back into its advertising roots—using celebrities to spread the whiskey word. In a 17-second Jim Beam...

Last week, Maker’s Mark made the stunning announcement of lowering its proof. Today, it made an even more stunning announcement...

Read COO Rob Samuels Exclusive Interview, where he calls the initial proof lowering “a mistake.” Last week, Maker’s Mark lowered...

When Maker’s Mark announced it’s lowering the proof from 90 to 84, brand loyalists started blaming Rob Samuels, saying he...

I don’t have a time machine. Do you? That’s what Maker’s Mark would have needed to meet today’s market demand. Instead...