Makers Mark

Maximising Influencer NetworksEstablished in 1840, Makers Mark is one of America’s best-selling premium bourbons.

The Brief
Create a distinctive, laid back brand personality to drive the smooth, premium brand values of Makers Mark amongst educated, urban male consumers, aged 25-35:
• Drive sales in the on-trade
• Deliver feature and product placement press coverage

The Challenge
• Creating cut-through in the spirits category is a huge challenge
• Target market is smart and marketing-savvy. They experience a deluge of brand messages, and often look to their friends and trusted influencers to guide their purchasing decisions

The Solution
Research showed us that discerning young males love the company of friends. Building on this insight, we created and developed The Makers Mark ‘Great Escape’ nights – the ultimate boy’s night out! Transform private members club, Soho House, into the ultimate male playground, including bourbon mixologists teaching guests how to prepare good bourbon cocktails; Music by Nu Jazz talent; and Play Station and Subbuteo championship playoffs.