Informing the loyal Bourbon customers about a strategic change, Makers Mark executives have revealed in an email that the Kentucky Bourbon Maker will be reducing the alcohol content in its whiskey so as to ensure that it can meet the increased global demand.

According to the information shared by the Makers Mark executives, the bourbon producer - which is well-known for its signature red wax-sealed bottles - is bringing about a 3 percent reduction in the amount of alcohol in its whiskey; thus going from 90 proof to 84 proof.

Though the executives stopped short of divulging the timeline for the announced change to go into effect, the move implies that the bourbon is - as per the company literature - now 42 percent alcohol by volume, as compared to the earlier 45 percent alcohol by volume.

However, though the email mentions a 3 percentage point reduction in alcohol content in Maker's Mark bourbon, the whiskey will apparently be watered down by nearly 6.7 percent in terms of alcohol by volume.

Nevertheless, noting that "demand for our bourbon is exceeding our ability to make it, which means we're running very low on supply," Maker's Mark COO Rob Samuels said in the email that the announced change in the alcohol content of Maker's Mark bourbon had come "after looking at all possible solutions."