The Friday File: Due to skyrocketing demand and fixed supply of bourbon, rather than raising the price, the distiller of Maker’s Mark is reducing its alcoholic content by 7%! While most customers won’t notice, those that do will buy better bourbon like Knob Creek and Booker’s from the same distillery. Boosting the price of Maker’s would require raising the price of all its bourbons and that would lose it customers.