Risky Whiskey move

I saw a report today that Maker's Mark is cutting the amount of alcohol in their whiskey from 45% to 42%. Not a huge cut, you say, but an interesting one at that. The reasoning behind this move, the distributors say, is to keep up with the ever growing demand for their product. But presenting what some people would call an inferior product to do so? Interesting move. The distributors say that the demand for Maker's Mark whiskey has doubled in the past seven years, meaning that people certainly love your product. Why change what your product is just to meet demand? It's an interesting compromise for sure.