Sunday, February 17, 2013

AP as PR (churnalism)

i see only PR (press release; public relations) in the following AP (associated press) story ...

what do you think?
Maker’s Mark to restore alcohol content of whiskey
Posted at: 02/17/2013 2:38 PM
"Rob Samuels, Maker’s Mark’s chief operating officer, said Sunday that it is restoring the alcohol volume of its product to its historic level of 45 percent, or 90 proof. Last week, it said it was lowering the amount to 42  percent, or 84 proof, because of a supply shortage."

"When production restarts Monday, those plans are off the table, Bill Samuels said."

... you can't restore what hasn't yet changed ... i see only pr here.
"Maker’s Mark Chairman Emeritus Bill Samuels, the founder’s son, said the company focused almost exclusively on not altering the taste of the bourbon while stretching the available product and didn’t consider the emotional attachment that customers have to the brand and its composition."

"The change in alcohol volume called for the recipe and process to stay the same, except for a "touch more water" to be added when the whiskey comes out of the barrel for bottling, Rob Samuels said."

... a "touch more water" would yield a touch more volume ... i see only pr here too.
"Both Bill and Rob Samuels said customer reaction was immediate. Company officials heard from "thousands and thousands of consumers" that a bourbon shortage was preferable to a change in how the spirits were made, Bill Samuels said."

"Combined Kentucky bourbon and Tennessee whiskey sales from producers or suppliers to wholesalers rose 5.2 percent to 16.9 million cases last year"

"There are 4.9 million bourbon barrels aging in Kentucky, which outnumbers the state’s population."

... sales to wholesalers up 5.2% and 4.9 million bourbon barrels aging in Kentucky is not a shortage ... i see only pr here too.
liquor sales increase during hard times ... where did that "recovery" buzz word go? ... everything is a lie.
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churnalism analysis (local news site)