The New York Post reports that Maker’s Mark is preparing to reduce the alcohol content in their bourbon to meet high demand.

Maker’s Mark is distilled to 45 percent alcohol by volume — or 90 proof — and, after the change, would go down to about 42 percent ABV or 84 proof.

“Lately we’ve been hearing from many of you that you’ve been having difficulty finding Maker’s Mark in your local stores,” Maker’s Mark executives Rob Samuels and Bill Samuels Jr. wrote in a joint email to clients. “Fact is, demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply.”

According to the Post, “the move would ensure there is ‘enough Maker’s Mark to go around’ while it boosts production at its distillery.

Maker’s Mark has not yet responded to the report, although the headline is potentially devastating for their company.

It seems to me that the company should warn reporters of a shortage. The news would spread like wildfire, likely leading to a “Twinkie effect” where everyone rushes to the stores to stock up and at the same time becoming a treasured commodity.