Premium spirits leader Beam Suntory has launched Maker’s Mark Cellar Aged Bourbon at DFS stores in New York John F. Kennedy and Los Angeles International Airports. The limited release, featuring a marriage of 11 and 12 year old bourbon, will be rolled out with Heinemann Australia at Sydney Airport in December.
Maker’s Mark Cellar Aged Bourbon, priced at US$150, is the distillery’s oldest release. To craft the expression, the distiller focused on one question: “What if age isn’t just about time, but instead about how you use that time to evolve, develop and mature?”
Since its founding in 1953, Maker’s Mark has aged its whiskey “to taste, not time”. Maker’s Mark Cellar Aged stays true to this adage, delivering a complex older bourbon that is free from the harsher tannic effects commonly found in extra-aged American whiskeys, the company said.
Maker’s Mark Distillery Managing Director Rob Samuels said: “For more than 65 years, ageing our whiskey for a decade-plus wasn’t something we did.
“It’s not that we didn’t believe in it; we simply hadn’t found a way to do it that didn’t compromise on our taste vision – until now. Cellar Aged embodies an older whiskey that’s distinctly Maker’s Mark. One rooted in challenging convention, delivering new flavour experiences from the environment that surrounds us, and building on a taste vision that’s been generations in the making.”
Making its mark in travel retail
At New York John F. Kennedy International Airport, the expression’s travel retail launch is supported by an innovative digital advertising campaign in partnership with Uber. This campaign is designed to drive footfall to the DFS store in JFK Terminal 4 where the Maker’s Mark Cellar Aged Bourbon is showcased.
From 9 November to 15 January, legal drinking age-compliant travellers who book an Uber transfer to the terminal will have access to curated visuals, information and click-through options via the Uber mobile application at all key touchpoints on their journey. This campaign will be complemented by exclusive in-store Maker’s Mark Cellar Aged tastings conducted by brand ambassadors.
At Sydney Airport, the travel retail introduction of Maker’s Mark Cellar Aged Bourbon will be supported by a high-profile activation with Heinemann Australia which will run from December through January.
This immersive engagement space will incorporate taste and scent experiences, interactive digital activities, exclusive travel-themed gifts with purchases and customised gift wrap specific to the airport location.
“We continue to drive our premiumisation strategy across our portfolio,” noted Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez. “The American whiskey category is experiencing rapid growth within the ultra-premium price segment, and Maker’s Mark will further support this.
“This new release is truly a milestone for Maker’s Mark – a product set to become the pinnacle of the brand, while staying close to its roots. To make it even more special, we will be offering annual limited-edition batches, with very selective global travel retail distribution, to amplify its global reach.
“We are confident this introduction from Maker’s Mark will further raise the profile of our bourbon offer.
“Today’s international whisk(e)y consumers have high expectations whenever they travel. We are committed to creating enticing products, supported by impactful advertising campaigns and airport activations, to create memorable experiences, enhance our brand storytelling – and further drive sales and trade-up.”
Bourbon-making innovation
Maker’s Mark Founders Bill and Margie Samuels challenged category norms when they scrapped their 170-year-old family recipe, choosing to use red winter wheat instead of rye in their mashbill to create a smoother bourbon.
This spirit of asking “what if?” was present in the introduction of Maker’s Mark 46 – crafted using a proprietary wood-stave finishing technique, and in Maker’s Mark Private Selection – launched in 2016 as the industry’s first custom barrel programme.
The distinctive maturation approach of Cellar Aged will be consistent every year, but the blend of aged bourbon will vary based on which barrels are ready, by taste. The inaugural release of Cellar Aged is a marriage of 12 and 11 year old whiskey (87% and 13% respectively), bottled at cask strength (115.7 proof). ✈
