Maker’s Mark announces new bartender engagement programme

11th August 2017

Premium Bourbon Maker’s Mark is launching a new bartender engagement programme ‘The Makers’ which celebrates bartenders as 'true craftspeople and artists'.

The series of workshops will explore the four key elements of Maker’s Mark: wood, wax, wheat and paper.

Bartenders will be invited to creative spaces in their cities for a full brand immersion whist learning an incredible new craft that they can take back to their bar. These experiences will include cocktail menu design, personalising barrels, baking bread using red winter wheat that gives Maker’s Mark its distinctive taste and personalising wax sealed stamps. 

The workshops are running from July through to October in key cities across the UK, including London, Manchester and Liverpool.

In the UK, Maker’s Mark continues to fuel consumer and trade appetite for American Whiskey and have appointed a new Brand Diplomat, who is hosting ‘The Maker’s’ workshops.

Amanda Humphrey (pictured, right), who has been in role since August 1st, will ensure the trade can experience the magic from Kentucky here in the UK. Through brand education and category training she will be working closely with leading bartenders across the key cities in the UK, tailoring her support to suit their individual needs.

Having worked in the drinks industry for over 16 years, starting as a bartender before managing a number of high-profile bars in London, Amanda more recently has been championing American Whiskey as a member of the Maxxium’s MIXXIT team. 

Amanda says: “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.”

Maxxium’s Head of Brands, Beam Suntory Portfolio, Johna Penman, says: “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.

"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.”

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