Dive Summary:

• Sales for the popular bourbon Maker’s Mark rose 44% in the first quarter after the company announced plans to change to ingredients of the popular product.
• Consumers of the brand began to purchase the product in an attempt to stock-up on what was believed to be the last remaining products with the original contents and proof.
• After thousands took to social media to protest the proposed changes, the company relented on its proposal via Twitter.

You spoke. We listened. ow.ly/hN3kC

— Maker's Mark (@MakersMark) February 17, 2013

From the article:

“You spoke. We listened. And we’re sincerely sorry we let you down,” the distiller wrote on its Facebook page Feb. 17. Nearly 28,000 people clicked a “like”, praising the decision. Companies of course tend to crow about product reformulation, but that is often the case when they improve the formulation, not diminish it.