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Maker’s set to Wax Lyrical
Maker’s Mark is set to receive a boost in the UK on-trade this autumn as Maxxium UK looks to raise the profile of its original premium bourbon whisky.
The Wax Lyrical campaign will target "discerning drinkers at high profile events" and selected bars.
Inspired by the brand’s iconic red wax seal, the Wax Lyrical campaign will see selected bars in London and Brighton highlighting the quality and mixability of Maker’s Mark.
Flagship bars will showcase artwork including carvings and sculptures made from wax, specially designed by artists from The Young Creative Network. Further support materials, including Maker’s Mark barrels, will also be available.
Consumers will have the chance to buy one Maker’s Mark cocktail and get one free at participating bars throughout September when they present a voucher available in London’s Metro newspaper every Thursday throughout September.
As part of the campaign, Maker’s Mark will support Brighton’s Beachdown Festival in August by offering a special Maker’s Mark cocktail, Beachdown Breeze at all bars.
At the VIP bar, guests will be offered bourbon and mixology masterclasses to raise awareness of Maker’s Mark and highlight its premium positioning and Kentucky heritage.
To extend the reach of the activity, Maker’s Mark cocktails will be served to guests at a series of events in the south, including London’s Serpentine Gallery Park Nights and at the Frieze Art Fair in Regent’s Park in October.
Maker’s Mark will also be the welcome drink at a special event in Windsor over the August bank holiday this weekend to celebrate the prestigious FEI World Equestrian Games to be held in Kentucky in 2010, aligning the whisky with its roots.
Maxxium UK brand manager for Maker’s Mark, Lee Walker said: “The Wax Lyrical campaign is part of our £500,000 investment in the brand this year and will reach our target audience of discerning drinkers who like to discover quality brands with heritage.
“Participating bars in Brighton and London have been hand-selected for their commitment to great drinks and fantastic service. By serving an array of fantastic cocktails, they will demonstrate that Maker’s Mark is incredibly versatile.”
Alan Lodge, 26.08.2009