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Maker’s Mark unveils first UK campaign in 10 years
Maker’s Mark has launched its first integrated marketing campaign in the UK for nearly a decade, designed to highlight the Bourbon brand’s handcrafted credentials.
Maker’s Mark’s new campaign features the tagline: ‘Hand Dipped. One at a time. Every time’
The campaign will run from 2 July to 30 August and will focus on London with a series of out of home visuals covering locations including Oxford Circus, Liverpool Street, Old Street, Piccadilly, London Bridge, Borough, Leicester Square, Embankment, plus “platform domination” at King’s Cross and Bank stations.
Featuring the tagline ‘Hand-dipped. One at a time. Every time’, the campaign was created by advertising company Doe Anderson and comes in light of the burgeoning success of the American whiskey category in the UK – which is worth more than £623 million and is growing 7% by value and 4% by volume year on year, according to Nielsen data cited by Maker’s Mark.
The campaign will be supported by consumer and trade PR campaigns, as well as specialist print advertising, in-bar support and social media.
It will also be accompanied by a targeted on-trade programme, called The Makers, which will offer workshops for bartenders covering the “four pillars” of the Maker’s Mark brand: wheat, paper, wood and wax.
Gareth Brown, marketing director, Edrington-Beam Suntory UK, said: “Bourbon continues to be one of the fastest growing and most dynamic categories in the UK and as one of the pioneers of premium Bourbon, Maker’s Mark is at the forefront of this growth.
“The craft credentials of Maker’s Mark have been at the very heart of the brand’s success since it was created in 1958 by Bill Samuels Sr with every bottle of Maker’s Mark being hand-dipped in red wax and every label cut by hand.
“We are therefore very excited to launch a new out of home advertising campaign to communicate these handcrafted credentials, which will be showcased across high profile sites in London throughout July and August.”
Bourbon has recently been caught in the crossfire of a trade war between the US and the EU and China. Last month, in response to US president Donald Trump’s import tariffs on aluminium and steel, the EU actioned a 25% import tariff on American whiskey and Bourbon.