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Maxxium introduces Maker’s 46 to the UK
Maxxium UK has extended its Bourbon offering with the launch of Maker’s 46, a “bigger, bolder” expression aimed at the premium on-trade and luxury off-trade.
Maker’s Mark 46 is now available in the UK
Launched in 2010 in the US, Maker’s 46 was intended to become the “legacy” of Bill Samuels Jr, and will now make its first international debut in the UK market.
The number 46 refers to the 46th experimental recipe he tested which went on to become this super-premium brand extension.
The launch of Maker’s46 was supported by an interactive bartender event at London’s Dandelyan, followed by a press launch dinner in The Private Dining Room at Mondrian Boutique Hotel London.
Consumer activity will begin in Harrods on 26 August, which will include tutored tastings as well as a caricaturist who will create bespoke gifts.
Amanda Humphrey, Mixxit Manager for Maxxium UK, said: “Maker’s Mark has a really strong footprint in the UK on-trade and we’re really looking forward to growing the brand in the UK as well as the wider whiskey category.”
The Bourbon is made by removing fully-aged Maker’s Mark Bourbon from its barrel, inserting ten “caramelised” French oak staves, and returning the liquid to the cask for age for several more months in the coolest part of the distillery’s warehouse.
On the nose, the whisky offers notes of wood staves, caramel and sweetness, while the palate boasts “a big crescendo of wood” which blends with “deep, complex” notes of vanilla and caramel. The expression is intended be “sipped neat or over ice”.
Maxxium UK’s marketing controller for imported whiskey, Janice McIntosh, said: “Maker’s 46 is uniquely crafted to deliver an exceptional flavour that is bigger and bolder while maintaining the smoothness of Maker’s Mark. Bartenders and bourbon aficionados will be keen to welcome this premium expression as it meets the growing appetite for quality bourbons and we couldn’t be more excited to introduce it to the UK.”
Maker’s 46 is bottled at 47% abv – 2% higher than Maker’s Mark – and will hit shelves at the RRP of £39.99.