Maker’s Mark creates City Series for GTR
Beam Suntory-owned Maker’s Mark Bourbon has released two city-inspired bottlings as part of a new global travel retail-exclusive range.
The Wood Finishing Series – the City Series has launched with New York Edition and Sydney Edition, which are only available at airports in the two cities.
The new line has been created to pay tribute to ‘unique’ taste profiles from cities around the world. More cities will be added in the years to come.
Beam Suntory said the City Series is the result of more than a decade of wood science innovation, exploring the influence of oak and agriculture on Bourbon taste profiles.
The Wood Finishing collection celebrates the individuality of different wood types.
To kick off the new series, the brand recruited ‘aesthetes’ and ‘tastemakers’ as city spirit guides.
The New York bottling is said to capture the excitement of a first trip to the Big Apple. Flavour experts Erina Yoshida and Justin Ottevanger created a whisky that is ‘big, bold and complex’, with layers of spice, oak and rich dark chocolate.
The New York Edition is available at International Shoppes in John F Kennedy Airport’s Terminal 1 for RRP US$95.
The store will feature a ‘disruptive’ activation with various experiential components, such as screen-printing, and will be hosted by brand ambassadors.
Scott Halpern, co-CEO of International Shoppes, said: “International Shoppes is very proud that our JFK Terminal 1 property is home to this one-of-a-kind experience for the customers.
“The unit was quickly turned into a Maker’s Mark iconic location. As the terminal continues to rebound to pre-pandemic levels, this added terminal experience is reminding customers why New York is such a great place.”
The Sydney Edition was created with the help of locals Sam Egerton and Jordan Toft, who made a ‘herbaceous’ whisky to honour the city’s ‘vibrant people, culture and dynamic palate’.
Created to be enjoyed outdoors, the 52.6% ABV is said to be ‘ripe and fruit-forward’.
The Sydney Edition is available from Heinemann at Sydney Airport Terminal 1 for RRP AU$140 (US$93.50)
The launch will coincide with an experiential activation at the airport that will pay homage to the Australian city and offer a tasting experience from brand ambassadors.
Manuel González, global marketing director of global travel retail for Beam Suntory, added: “Travellers will now be able to get their hands on liquids which capture the character of the world’s most iconic cities, while getting a chance to experience the handmade nature that makes Maker’s Mark so special.
“We remain committed to offering our customers incredible collectible opportunities across our portfolio.”
In August, Beam Suntory-owned Scotch whisky Bowmore revealed the second iteration of its Designed by Aston Martin collection in global travel retail.