Maker’s Mark unveils first GTR-exclusive Bourbon

Bourbon brand Maker’s Mark has launched its first travel retail-exclusive edition – a higher proof iteration of its core expression.

Maker’s Mark 101 is the brand’s first bottling launched exclusively in global travel retail

Maker’s Mark 101, bottled at 50.5% abv, was initially only available from the brand’s distillery in Loretto, Kentucky.

The limited edition is said to exemplify the “strong flavours” of cask strength whiskey while “retaining the smoothness of signature Maker’s Mark”. Its flavour is described as “rich and creamy” with notes of “spicy fruit and caramel”.

“Maker’s Mark 101 represents a world first for the brand – an expression exclusive to the travel retail channel,” said Ed Stening, global marketing director at Beam Suntory Global Travel Retail.

“Historically, special guests at the distillery were welcomed with the opportunity to sample our signature Bourbon at a higher proof. This release allows us to extend that special welcome to travellers around the world, and we are confident that it will be well received in the channel continuing to drive that category growth.”

According to brand owner Beam Suntory, the new product capitalises in consumer desire to explore the super-premium American whiskey category.

Maker’s Mark 101 is exclusively available in global travel retail at an RRP of US$49.99.

Speaking to The Spirits Business in December last year, Matt Shattock, the outgoing CEO of Beam Suntory, said Maker’s Mark could become the “world’s first global craft whiskey”.

In May, the brand launched a limited edition Bourbon aged in casks with 10 additional “seared and sous vide” French oak staves.