American whiskey Maker’s Mark is revving up its on-trade engagement, by launching a new series of workshops that will celebrate bartenders as craftspeople. The engagement programme will explore the four key elements of Maker’s Mark – wood, wax, wheat and paper – inviting bartenders to learn new crafts they can take back to their bar.
Some of the crafts that will be explored include personalising barrels, cocktail menu design, personalising wax-sealed stamps and, for anyone who might be feeling hungry, baking bread using Maker’s Mark red winter wheat.
Hosting the workshops is none other than newly appointed brand diplomat, Amanda Humphrey, who is there to ensure the trade get a taste of Kentucky in the UK.
‘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 Marks’ reputation as the genuine craft bourbon of choice,’ said Maxxium’s head of brands, Beam Suntory, on Humphrey’s appointment. ‘It is a truly exciting time for Maker’s Mark and the American whiskey category.’
Interested? The workshops are running from now through to October in cities across the country, including London, Manchester and Liverpool.