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Bespoke campaign for Maker's Mark

Published:  30 June, 2011

Maker's Mark bourbon is being backed this summer with a major campaign under the banner Bourbon & Bespoke.

Maxxium UK's marketing controller for imported whiskeys, Eileen Livingston, said the campaign, beginning in July, "aims to communicate the handcrafted message in a way that will appeal to and connect with our target consumer".

Consumers have the chance to win a £5,000 personalised wardrobe in a competition running in bars as well as the off-trade.

The brand is following up its activity in Shoreditch and Leeds last year with Bourbon & Bespoke nights in a number of Edinburgh bars. The campaign involves quiz nights and sampling, backed with high-profile advertising in the city.

A pop-up mini-bar in the form of a vending machine is going on tour to London, Birmingham, Edinburgh, Reading and Manchester.

For the first time, Maker's Mark is investing heavily in social media, including Facebook and advertising on the Funny or Die website in July and on Spotify in August. A partnership with Top Table offers complimentary bourbon tastings at leading restaurants.

Livingston said: "Through this integrated campaign we will raise awareness of the handcrafted credentials of Maker's Mark and take the brand to the next level."