Maker’s Mark has turned the folks who dip its bottles in red wax into stars.
A new global campaign titled, “Mark of the Maker,” gives bourbon fans around the world a close-up look at the handmade process and passionate individuals behind the iconic red wax-dipped bourbon.
It’s a creative embodiment of the distillery’s long-standing belief that the best things in life – and in bourbon – aren’t achieved through automation, but through the minds, hearts and hands of people with an unwavering commitment to their passion.
“These days, it’s easy to be swept up in finding the most efficient way of doing things, but at Maker’s Mark, I’m proud to say that we’re making our bourbon the same way my grandparents did when they created it more than 60 years ago,” says Rob Samuels, Global General Manager & Chief Distillery Officer at Maker’s Mark.
“We still hand-rotate every barrel, hand-cut every label and hand-dip every bottle – those are just a few of the ‘marks of the maker’ that give our bourbon its character. Having the star-power of a Maker’s Mark fan like Scarlett Johansson to share these stories about our bourbon is an absolute thrill for us.”
In addition to advertising creative, “Mark of the Maker” extends through the line to retail, on-premise and e-commerce via the brand’s website, which has been entirely reimagined to mirror the hospitality and excellent visitor experience the Maker’s Mark distillery is known for. MakersMark.com now features a link to a direct-to-consumer platform that gives bourbon lovers of legal drinking age and in participating markets the ability to buy their favorite Maker’s Mark products without leaving their home. Maker’s Mark is the first bourbon to offer this service through Thirstie.