Maker’s Mark expands barrel programme

Beam Suntory-owned Maker’s Mark has widened its Private Select range of bespoke cask finishes with the release of three expressions into global travel retail.

Maker’s Mark has expanded its Private Select programme into travel retail

Set for limited release in the Americas, Australia and New Zealand travel retail markets this month, Maker’s Mark Private Select sees cask strength Maker’s Mark finished in “five-stave barrels”.

The barrels are created using a combination of five different types of oak staves selected by the retailers in order to create “unique expressions”.

The five staves are Baked American Pure 2, said to impart notes of vanilla, caramel and brown spice; Seared French Cuveé for “oaky and caramel flavours”; Maker’s 46, which adds “dried fruit, vanilla and spice”; Roasted French Mocha to deliver notes of “char, maple and cacao”; and Toasted French Spice which contributes flavours of “smoke, coumarin and spice”.

Mirroring the process used by chairman Emeritus Bill Samuels Jr. when he created Maker’s 46 in 2010, Private Select expressions are matured for an additional 9 weeks in these casks before bottling.

The whiskeys are presented in wax-sealed bottles which detail proof and stave combinations on the handwritten label.

Initially launched as a domestic educational experience for Kentucky and Illinois-based retailers, three additional expressions are now available in travel retail.

The releases for America (bottled at 111.1 proof) and Australia (bottled at 111.2 proof) have been aged in barrels using two Seared French Cuvee, four Roasted French Mocha and four Toasted French Spice staves. The selection is said to result in a rich, creamy Bourbon with heavy caramel and gentle spice on the nose, caramel, baking spices and cocoa on the palate and a long finish.

For New Zealand (bottled at 111.2 proof) the whiskey was finished in barrels using three Baked American Pure 2, three Seared French Cuvee, one Roasted French Mocha and three Toasted French Spice staves. The resulting “forward tasting” bourbon offers a “sweet vanilla and caramel nose” with “sweet notes of honey and cinnamon” and a “clean” finish.

“We are proud to launch such an interesting and innovative Bourbon in travel retail,” said Michael Cockram, marketing director, Global Travel Retail, Beam Suntory.

“Beam Suntory Global Travel Retail continues to push the boundaries of the category, offering consumers unusual and exciting releases. Maker’s Mark Private Select gives consumers a new understanding of the complexities of creating a unique tasting bourbon that wanders in intriguing ways from the traditional taste profile, while still being distinctively Maker’s Mark.”

Maker’s Mark Private Select is available in selected GTR outlets from September 2016.