Maxxium UK gives Maker's Mark £500k

Maxxium UK aims to raise the profile of its original premium bourbon whisky, Maker’s Mark with a Wax Lyrical campaign, inspired by the brand’s signature red wax seal, in selected bars in London and Brighton.

Flagship bars will showcase artwork including carvings and sculptures made from wax, specially designed by artists from The Young Creative Network. Further support materials, including Maker’s Mark barrels, will also be available.

Consumers will have the chance to buy one Maker’s Mark cocktail and get one free at participating bars throughout September when they present a voucher available in London’s Metro newspaper every Thursday throughout September.

As part of the campaign, Maker’s Mark will support Brighton’s Beachdown Festival in August by offering a special Maker’s Mark cocktail, Beachdown Breeze at all bars. At the VIP bar, guests will be offered bourbon and mixology masterclasses to raise awareness of Maker’s Mark and highlight its premium positioning and Kentucky heritage. Maker’s Mark will be the solus American whisky at the festival.

To extend the reach of the activity, Maker’s Mark cocktails will be served to guests at a series of events in the south. This includes London’s Serpentine Gallery Park Nights throughout August and September, and at the Frieze Art Fair in Regent’s Park in October, ensuring the brand is associated with a sophisticated, fashionable audience.  Maker’s Mark will also be the welcome drink at a special event in Windsor over the August bank holiday to celebrate the prestigious FEI World Equestrian Games to be held in Kentucky in 2010, aligning the whisky with its roots.

Maxxium UK brand manager for Maker’s Mark, Lee Walker says: “The Wax Lyrical campaign is part of our £500,000 investment in the brand this year and will reach our target audience of discerning drinkers who like to discover quality brands with heritage.

“Participating bars in Brighton and London have been hand-selected for their commitment to great drinks and fantastic service. By serving an array of fantastic cocktails, they will demonstrate that Maker’s Mark is incredibly versatile.”

The Beachdown Breeze
25ml Maker’s Mark
15ml Bols Triple Sec (orange liqueur)
Pressed apple juice
Ginger ale
Garnish: fresh lime

About Makers Mark

Maker’s Mark is the original handmade bourbon & creator of the super premium bourbon category.  Every bottle is hand-dipped in the signature red wax.

It is the oldest operating whisky distillery in the US and still uses the same handcrafted methods which started the brand over 50 years ago.

Maker’s Mark uses soft red winter wheat (instead of rye) and its own iron free water source to create the unique taste. Wheat leaves a sweater taste.

Only 19 barrels are produced at a time.

Maker’s Mark is the only whisky distillery to rotate barrels during aging for consistency.

About Maxxium UK

Maxxium UK is part of the global sales and distribution alliance between Beam Global Spirits & Wine Inc and The Edrington Group.

Its UK portfolio of premium brands includes: blended Scotch (The Famous Grouse and Teacher’s), malt whisky (Highland Park, Laphroaig, The Macallan, The Glenrothes and Ardmore), imported whiskey (Jim Beam, Maker’s Mark, Knob Creek, Canadian Club, Tullamore Dew), cognac and brandy (Courvoisier and Fundador), sherry (Harveys), port (Cockburn’s), vodka (Stolichnaya), tequila (Sauza), rum (Brugal and Cruzan), liqueurs and specialities (Sourz, Bols liqueurs, Galliano, Vaccari, After Shock, Carolans and Irish Mist

1 August 2009 - Felicity Murray