Makers Mark, part of the American Whiskey Trail and Kentucky Bourbon trail, is a small batch bourbon whiskey distilled in Loretto, Kentucky by Beam Inc.
On first impression, it looks like a thoroughbred "brand", one subjugated to consistent image building since its inception in 1958. Now though, things have changed. In an increasingly fragmented world where virtual seems real and real seems virtual, a company/product website is more representative of brand image than the actual product itself. This is in 9/10 cases the first interaction a consumer has with the brand as part of the consumer journey.
Makers Mark - "It is what it isn't". Wait - does that mean its nothing at all, something else or anything you want it to be? Check it out here and let me know what you think. The brand seems omnipresent on social media - Twitter, Youtube and Facebook. I like their line on the Facebook page - "it isnt about having the most friends, its about having friends you can count on the most". Clearly, this no suave, VW 1960's BBH revolutionary campaign. Nor does it aim to be one. The following video defines the brand which stays so true to the style of marketing as well - its not what someone else wants you to be, its how you define yourself.
Some of Makers Mark marketing gimmicks are interesting, such as:
- Distinctive bottle look of being dipped in red wax
- Use of the spelling "whisky" (no e, unlike other American brands) to try and market it as a product with Scottish origins
- Makers Mark ambassadors through Facebook, where people get rewarded for sharing the experience of Makers Mark bourbon among friends if done correctly
- Lounges and restaurants such as Makers Mark Bourbon House and Lounge as the premium and sole marquee bourbon on shelves.
Makers Mark truly tries to reach out to us - if I were to compare it to another product type or category, I would certainly say it appeals to my senses in the same way as premium quality chocolate. Appealing, has pull appeal and makes you want to go back for more.
