A new programme has been launched for Maker’s Mark bourbon celebrating bartenders as “true craftspeople and artists”.
Under the banner of “The Makers”, the bartender engagement programme features a series of workshops that explore the four key elements of the whiskey: wood, wax, wheat and paper.
Bartenders are being invited to creative spaces in cities around the UK, including Manchester, Liverpool and London, for a full brand immersion while learning a new craft that they can take back to their bar.
Running until October, these sessions will include crafts such as cocktail menu design, personalising barrels and wax sealed stamps and baking bread using the same red winter wheat that gives Maker’s Mark its distinctive taste.
To host the workshops, distributor Maxxium UK has appointed a brand diplomat, Amanda Humphrey (pictured), a former bartender who has been part of the drinks company’s Mixxit team of trainers and cocktail specialists where she was champion for American whiskey.
Through brand education and category training, Amanda will be working closely with leading bartenders across the key cities in the UK, tailoring her support to suit their individual needs.
She said: “I have loved Maker’s Mark since my early days behind the bar, and I am looking forward to building strong partnerships with bartenders and venues across the country, spreading the rich heritage and my love of this delicious bourbon.”
Johna Penman, Maxxium’s head of brands for the Beam Suntory portfolio, added: “With her broad knowledge of the American whiskey category, her passion for Maker’s Mark and recognition within the UK trade, Amanda has all the attributes necessary to further drive brand advocacy and loyalty amongst the UK bar fraternity and strengthen Maker’s Mark’s reputation as the genuine craft bourbon of choice.
“It is a truly exciting time for Maker’s Mark and the American whiskey category, growing at 21% in the UK. With new marketing initiatives and investment to support the on-trade, we will further drive the popularity that Maker’s Mark has already enjoyed in the UK over recent years.”