American whiskey brand Maker’s Mark has unveiled to selected travel retail locations its Maker’s Mark Cellar Aged Bourbon, an annual, global limited-release expression.
Featuring a blend of 11yo and 12yo bourbon, Maker’s Mark Cellar Aged is the distillery’s oldest release.
Maker’s Mark Cellar Aged is said to deliver a richer, deeper and more complex older bourbon, free from the harsher tannic effects commonly found in extra-aged American whiskies, as a result of its innovative maturation process that starts in traditional Kentucky warehouses and finishes in the distillery’s one-of-a-kind limestone whisky cellar.
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| Maker's Mark Cellar Aged Bourbon |
“For more than 65 years, ageing our whisky for a decade-plus wasn’t something we did,” explained Rob Samuels, eighth-generation whisky maker and grandson of the founders at Maker's Mark. “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 whisky 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.”
Travel retail roll-out
The travel retail introduction of Maker’s Mark Cellar Aged Bourbon began in the US in November 2023, at New York JFK and Los Angeles airports. It then made its debut at Sydney Airport in December.
In JFK, the travel retail launch is supported by an innovative digital advertising campaign, in partnership with Uber. This campaign is designed to drive footfall to the JFK Terminal 4 DFS store, where the new Maker’s Mark Cellar Aged Bourbon is being showcased.
From 9 November 2023 until 15 January 2024, travellers who book an Uber transfer to the terminal will have access to curated visuals, info and click-through options via the Uber app at all key touchpoints on their journey. This campaign is complemented by exclusive in-store Maker’s Mark Cellar Aged tastings at the airport, conducted by specialist brand ambassadors.
In Sydney Airport, the travel retail introduction is supported by a high-profile pop-up activation, which runs from December through January 2024. This immersive space incorporates taste and scent experiences, interactive digital activities, exclusive travel-themed gwps and customised gift wrap unique 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 travel retail distribution, to amplify its global reach. We are confident this new introduction from Maker’s Mark will further raise the profile of our bourbon offer.”
The inaugural release of Cellar Aged is a marriage of 12yo and 11y whisky – 87% and 13%, respectively – bottled at cask strength (115.7 proof) with a RRSP domestic price point of $150.
