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Maxxium UK invests £1.5m in Makers Mark

Maxxium UK is to launch a major consumer campaign for Maker’s Mark as part of a £1.5million investment in the brand this year.

For two weeks, Maker’s Mark will monopolise Shoreditch in London with a striking outdoor advertising campaign and dominate Liverpool Street Underground Station with quirky artwork.

Consumer sampling will take place over three days at Liverpool Street overland station – one of London’s main commuter stations – and further sampling will take place at some of the top bars and art galleries in the area from May to July. Off trade sampling will take place at selected local retailers.
The activity is expected to reach more than 1million consumers.
In the spirit of being playful, while communicating the handmade process, an intriguing pop up installation will create consumer interest and encourage bar-call. A mini bar in the form of a vending machine, to be dubbed Maker’s + the Machine, will see a professional bartender sitting inside the vending machine, creating and serving Maker’s Mark cocktails. A viral campaign will launch on twitter, spreading the news that all redheads in Shoreditch receive a free cocktail from the vending machine, to highlight the signature red wax that seals each bottle of Maker’s Mark.

Maxxium UK brand manager Lee Walker says: “Maxxium UK has recognised huge potential to grow Maker’s Mark so we are investing in the most significant campaign ever launched for the brand in the UK.
“By investing heavily in such a high-impact, visual campaign and by working with local artists we will reach our target audience of creative, discerning consumers.
“We don’t cut corners making our hand crafted bourbon to ensure every drop is the same - and we want people to know that. We want to be remembered as the UK’s favourite redhead!”
The campaign may be rolled out to other key locations across the UK over the next year.


1 May 2010 - Felicity Murray