In recent years – be it down to the widespread emphasis on local produce, a spike in patriotism or something else entirely – the US Whiskey market in Scotland has seen an 8.4% drop in popularity. Bucking the trend, however, Maker’s Mark has enjoyed an annual boost to sales of an impressive 20%.
Maxxium UK, in conjunction with Maker’s Mark, is now seeking to consolidate this victory with a summer of intensive promotional activity in the Scottish capital. Throughout July a series of on-trade events will be hosted throughout Edinburgh, all based around a Bourbon & Bespoke quiz, which includes general knowledge questions, a create-your-own-cocktail round and the eternally tricky task of tying a bowtie or cravat on one of your teammates – all washed down with some Maker’s Mark cocktails. Cashing in on the handmade element of the Maker’s back-story, all prizes and quiz questions are themed around style – prizes include branded cufflinks, made-to-measure shirts and Moleskine notebooks – not to mention the top prize of a £5,000 style allowance.
The campaign is all geared towards the Maker’s Mark target audience of men aged 25+ with a strong sense of style and decent level of disposable income (hence the cufflinks). The marketing drive will also include a pop-up sampling bar in Waverley Station decked out to look like a clothing boutique, an awful lot of posters, and the return of the Maker’s + the Machine human vending machine, which will be gaining customer interest by mixing cocktails in some of the busiest parts of the city before moving on to London, Birmingham, Manchester and Reading.