Beam Suntory GTR unveils Maker’s Mark Cask StrengthBy Annie Hayes
Beam Suntory GTR has expanded its Bourbon Legends portfolio with “bold and complex” Maker’s Mark Cask Strength.
Maker’s Mark Cask Strength is taken straight from the barrel, uncut and unaltered. Using traditional Maker’s Mark processes, the new expression is created from “soft red winter wheat” rather than rye, for a Bourbon “that finishes at the front of the palate”.
The spirit then undergoes distilling and ageing processes, using a lower entry abv to provide a “smoother mouthfeel” and fewer tannins. The barrels are then seasoned for between nine and 12 months, before they are rotated by hand.
Due to the varied summer temperatures of Kentucky the angel’s share differs from barrel to barrel – meaning the abv can never be predicted, and instead lies between 53% and 58%.
Maker’s Mark has released the expression in limited quantities outside the distillery previously, however this launch marks the first time it has been made available to a global market.
The higher abv is said to “intensify” the rich oak and caramel flavours Maker’s Mark is known for, offering aromas of smoky charcoal spice and vanilla before ending with a “longer, smoother finish”.
Michael Cockram, marketing director Global Travel Retail, Beam Suntory, said: “We are proud to make such a remarkable Bourbon available to our customers for the first time in travel retail. Maker’s Mark continues to push the boundaries of the category with the release of this special liquid. Maker’s Mark Cask Strength not only demonstrates the brand’s category-leading approach, but also appeals to consumers’ desire for a compelling story rooted in rich history and heritage.”
A one-month activation to support the launch has commenced in Singapore Changi Airport, with further airports to follow.