UK: Maker's Mark gets marketing push

21 August, 2009

Maxxium UK is to launch a new campaign for its Makerís Mark whisky brand.

ĎWax Lyricalí aims to raise the profile of Makerís 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 Makerís Mark barrels alongside sculptures and carvings made from wax. A voucher available in Londonís Metro newspaper will offer consumers 2-for-1 on Makerís Mark cocktails in participating bars on every Thursday in September.

A special cocktail, the Beachdown Breeze, will be offered at Brightonís Beachdown festival in late August. Revellers at London events such as the Serpentine Gallery Park Nights and Frieze Art Fair in Regentís Park will also be able to sample cocktails.

Maxxium UK brand manager for Makerís Mark, Lee Walker said: ďThe 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.Ē

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.