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Edrington-Beam Suntory launches first Maker’s Mark campaign in a decade

Published:  02 July, 2018

Edrington-Beam Suntory has turned the spotlight on Maker’s Mark with the first campaign for the premium American bourbon in 10 years.

The out of home push, running from today (2nd July) until the end of August with a focus on London, features multiple out of home sites showcasing a new creative in crucial target areas with hotspots featuring some of the city's "most innovative" restaurants and bars.

Within the capital the creative will feature at multiple cross track locations including Oxford Circus, Liverpool Street, Old Street, Piccadilly, London Bridge, Borough, Leicester Square, Embankment – as well as platform domination in both King's Cross and Bank

Designed to highlight the craftsmanship that goes into making the handcrafted whisky, the campaign is based around a "Hand-dipped. One at a time. Every time" tagline.

The push would tap the boom in popularity of American whisky in the UK with the total category worth in excess of £623 million, up 7% in value and 4% in volume year-on-year, according to Nielsen (off-trade to 19 May 2018) and CGA (on-trade to 21 April 2018), driven by the premium sector which saw sales soar 30% in volume and 22% in value in the same period.

“Bourbon continues to be one of the fastest growing and most dynamic categories in UK and as one of the pioneers of premium bourbon, Maker’s Mark is at the forefront of this growth,” said marketing director Gareth Brown, adding the craft credentials of Maker’s Mark had been “at the very heart of the brands success since it was created in 1958”.

The out of home activity is supported by print advertising, in bar support and social media and will be followed by a targeted on-trade engagement programme -‘The Makers’, in which bartenders will be brought together at workshops inspired by the four pillars of the Maker's Mark brand across wheat, paper, wood and wax – rolling out initially in the capital, followed by Edinburgh, Manchester and Bristol.