You'll recall last week Beam received an overwhelming amount of criticism for announcing that it would be diluting the alcohol content of "power brand" Maker's Mark in order to keep up with demand. Consumers called for boycotts, while industry members claimed it was all for the bottom line. Even Wild Turkey took the opportunity to capitalize on the gaffe by poking fun of Maker's on Facebook. The company posted: "Want proof? Give 'em the Bird," and "We distill our bourbons at a lower proof than competitors, allowing us to add less water and preserve more of the Bird's flavor."