Maker’s Mark launches bartender workshops

Maker’s Mark is set to launch a new bartender engagement programme in the UK hosted by recently appointed brand diplomat Amanda Humphrey.

The new programme, titled The Makers’ will offer a series of workshops for bartenders exploring four key elements of the brand: wood, wax, wheat and paper.

Humphrey, who took up the post of Maker’s Mark brand diplomat on 1 August, will host bartender workshops in cities across the UK. Each session will offer information about cocktail menu design, personalising barrels, baking bread using red winter wheat (used to create Maker’s Mark) and personalising wax sealed stamps.

Johna Penman, Maxxium’s head of brands, Beam Suntory portfolio, said: “With her broad knowledge of the American whiskey category, her passion for Maker’s Mark and recognition within the UK trade, Amanda has all the attributes necessary to drive brand advocacy and loyalty amongst the UK bar fraternity and strengthen Maker’s Marks’ reputation as the genuine craft Bourbon of choice.

“It is a truly exciting time for Maker’s Mark and the American whiskey category, growing at 21% in the UK [according to Nielsen off-trade to 5 June 2017, and CGA on-trade to 25 March 2017].

“With new marketing initiatives and investment to support the on-trade we will further drive the popularity that Maker’s Mark has already enjoyed in the UK over recent years.”