Maker’s Mark appoints UK brand diplomat

Edrington has named Charlotte Pederson as its new UK brand diplomat for Maker’s Mark Bourbon.

Pederson has previously held the position of whisky specialist at Edrington UK, in which she has played a key role as an education provider for the business’s whisky portfolio, which includes Highland Park, The Glenrothes, Bowmore, and Laphroaig.

Her new role will centre around brand engagement and education within the UK on- and off-trade, providing bespoke educative programmes for Maker’s Mark and the Bourbon category, as well as supporting the brand development strategy.

Pederson said: “Maker’s Mark is not only an iconic American whiskey, but a brand that is committed to being a force for good, with years of industry-leading efforts to benefit the lives of their team, customers, communities, and shared natural environment.

“I could not be more excited to be the new Maker’s Mark brand diplomat in the UK to communicate these credentials as well as the rich brand story that sets Maker’s Mark apart.

“Having recently visited the home of Maker’s Mark at Star Hill Farm and seen where the magic happens, I am even more looking forward to sharing the exciting things in store for the brand this year.”

Andrea Montague, head of advocacy at Edrington UK, commented: “We are excited to see Charlotte transition into her new role as Maker’s Mark brand diplomat.

“Her experience and skillset gleaned through leading in-house training sessions and drink development strategies as whisky specialist means she is perfectly placed to shine in the role and continue educating others on this growing category.”

Last year, Maker’s Mark secured B Corp certification, making it the largest Bourbon distillery in the world, and the first in Kentucky’s famed ‘Bourbon country’, to achieve the distinction.