‘Wax Lyrical’ aims to raise the profile of Maker’s Mark, with a presence at various bars and arts events in the south. The campaign name refers to the red wax seal each bottle of the bourbon whisky is hand-dipped in.
Flagship bars in London and Brighton will display Maker’s Mark barrels alongside sculptures and carvings made from wax. A voucher available in London’s Metro newspaper will offer consumers 2-for-1 on Maker’s Mark cocktails in participating bars on every Thursday in September.
A special cocktail, the Beachdown Breeze, will be offered at Brighton’s Beachdown festival in late August. Revellers at London events such as the Serpentine Gallery Park Nights and Frieze Art Fair in Regent’s Park will also be able to sample cocktails.
Maxxium UK brand manager for Maker’s Mark, Lee Walker said: “The Wax Lyrical campaign is part of our £500,000 investment in the brand this year and will reach our target audience of discerning drinkers who like to discover quality brands with heritage.”