Maker's Mark is a small-batch bourbon whisky produced in Loretto, Kentucky, by Beam Suntory. It is bottled at 90 U.S. proof (45% alcohol by volume) and sold in squarish bottles sealed with red wax. The distillery offers tours, and is part of the American Whiskey Trail and the Kentucky Bourbon Trail. History Maker's Mark's origin began when T. William "Bill" Samuels Sr., purchased the "Burks' Distillery" in Loretto, Kentucky, for $35,000 on October 1, 1953. Production began in 1954, and the first run was bottled in 1958 under the brand's dipped red wax seal (U.S. trademark serial number 73526578). In the 1960s and 1970s, Maker's Mark was widely marketed with the tag line, "It tastes expensive ... and is." The distillery was listed on the National Register of Historic Places on December 31, 1974, and designated a National Historic Landmark on December 16, 1980, listed as "Burks' Distillery", the first distillery in America to be recognized while the landmark buildings were in active production. Maker's Mark was sold to Hiram Walker & Sons in 1981, which was acquired by the distillery giant Allied Domecq in 1987. When Allied-Domecq was bought by Pernod Ricard in 2005, the Maker's Mark brand was sold to Deerfield, Illinois–based Fortune Brands. Fortune Brands split in 2011, with its alcoholic beverage business becoming Beam Inc. After the brand's creation by Bill Samuels Sr., its production was overseen by his son Bill Samuels Jr. until 2011 when he announced his retirement as president and CEO at the age of 70. His son Rob Samuels succeeded him in April 2011. On February 9, 2013, the company sent a mass email announcing a plan to reduce the alcohol strength of the whiskey, citing supply issues as the reason for the change. The result of this change would have been to reduce the product from 90 U.S. proof (45% alcohol by volume) to 84 U.S. proof (42% abv), which would have stretched inventory by about 6%. Maker's Mark said that their own tasting panel of distillery employees reported no taste difference in the lower proof, while industry analysts said that the difference would be subtle, and since most drinkers mix the bourbon or serve it on ice, few would be able to notice it. According to Neil Irwin for The Washington Posts Wonkblog, the decision can be explained by Beam's desire to keep Maker's Mark competitive as a premium bourbon