>> shepard: the good folks behind makers mark burbon has learned not to mess with the customers. last week the producers of makers mark announced it would reduce the alcohol content of its lick car from 90 proof to 84 proof. they said it was to meet global demand. jerry is with us. >> didn't work. >> shepard: that's dumb. >> some people were describing this as brand suicide. nothing like an announcement like this to give people the willies. they're apologizing today. they said we're humbled by your overwhelming response. this is your brand and you told to us change our decision. you spoke, we lisped, we're sincerely sorry. take a look at the picture showing you, we have the proof back.