Maxxium UK is giving Maker’s Mark an extra push this summer with the launch of a new marketing campaign, Bourbon & Bespoke. The promotion, which kicks off nationwide in the on-trade this month, encourages consumers to order a Maker’s Mark drink in participating bars, for a chance to win the £5,000 ‘hand-picked’ style allowance, as well as other customised prizes.
Maxxium UK’s marketing controller for imported whiskeys, Eileen Livingston says “Maker’s Mark is the authentic, handcrafted premium bourbon, made using traditional production techniques with each bottle being hand-dipped in the signature red wax. Our new campaign aims to communicate this handcrafted message in a way that will appeal to and connect with our target consumer.”
Maker’s Mark aims to dominate Edinburgh throughout July with an array of high-profile activity. Bourbon & Bespoke nights in a number of bars will invite consumers to experience a unique quiz with interactive challenges and sample Maker’s Mark cocktails, while discovering the brand’s heritage and handcrafted qualities. Additional sampling will take place at busy locations in Edinburgh including Waverly station. The brand will also utilise posters – 6 sheet, 48
sheet and kiosk posters to ensure high visibility across the city.
For the first time, the brand is also investing heavily in social media, including facebook and advertising on the Funny or Die website in July and on Spotify in August. A partnership with Top Table offers complimentary bourbon tastings at top restaurants.
Eileen Livingston says: “Through this integrated campaign we will raise awareness of the handcrafted credentials of Maker’s Mark and take the brand to the next level.
“The Bourbon & Bespoke events allow us to engage with consumers for a significant amount of time, giving them a memorable experience that will create talkability and encourage word of mouth advocacy.
“Maker’s Mark is bucking the trend for US Whiskey in Scotland with annual volume growth of 20%, in a category which has declined by 8.4%, so we are confident that our activity in Edinburgh will build further loyalty with our consumers and the trade alike, as we are continuing to do across the UK.”