Maker’s Mark and Breeders’ Cup pair up for charity

Bourbon brand Maker’s Mark has agreed a three-year partnership with The Breeders’ Cup horseracing aimed at raising US$1 million for charity.

Proceeds from sales of limited edition Maker’s Mark bottles will be donated to charity

The two brands will collaborate on a limited edition range comprising five Maker’s Mark bottles, each of which will feature a former Breeders’ Cup champion.

All proceeds from the bottles will be donated to numerous local and thoroughbred industry charities through Breeders’ Cup Charities – the official charity outreach programme of Breeders’ Cup.

In addition, Maker’s Mark will also be offering a bespoke cocktail at the 32^nd Breeders’ Cup World Championships, which will take place on 30 and 31 October at Keeneland Race Course in Lexington, Kentucky.

The signature serve will be available at all major Breeders’ Cup parties and hospitality events throughout the week, including Taste of the World and the Finish Line Celebration Party.

“This is a great partnership all around for us,” said Rob Samuels, Maker’s Mark chief operating officer. “When my grandparents created Maker’s Mark, Keeneland was their first customer and many of their friends were in the thoroughbred industry.

“So we’ve always had a soft spot for charities connected with the sport. And what an honour to be part of such a prestigious event as the first Breeders’ Cup ever to take place in Keeneland.”

Champions for Charity

The limited edition bottles will represent race horses AP Indy, Cigar, Lure, Personal Ensign and Zenyatta, and will be coloured in the silks that the horses’ jockeys wore during their careers.

The bottles featuring AP Indy, Lure and Personal Ensign will be launched at the Champions for Charity event in Keeneland just before the Breeders’ Cup World Championships on 29 October.

Guests at the event will have the chance to bid on the limited edition bottles in a silent auction with 100% of donations going to these charities: Grayson-Jockey Club Research Foundation, Kentucky Horse Park Foundation, The Lexington Cancer Foundation Inc, The Race for Education, Thoroughbred Aftercare Alliance and University of Kentucky Markey Cancer Center Foundation.

“We couldn’t be more excited about this partnership with Maker’s Mark,” said Craig Fravel, president and CEO of the Breeders’ Cup. “We reached out to Maker’s Mark on the very day we announced this year’s World Championships would be at Keeneland because of the brand’s roots here and the esteem in which Maker’s Mark is held all over the world.

“That makes them the perfect partner, and it’s a milestone for the Breeders’ Cup, illustrating the evolution of the event.”