A highly immersive and interactive experiential campaign to help Maker’s Mark regain market share, drive PR, trial and consumption and challenge consumer perceptions of craft Bourbon.

Leveraging the unique history and heritage of the brand, we created The Maker’s, a hands-on workshop style experience, designed to showcase and celebrate their hand crafted process and product.

In an old converted warehouse, we transported guests to the heart of Kentucky and took them on an intimate brand journey, through the lens of the 4Ws (the wheat, water, wood and wax). We chose 4 craftsman as brand ambassadors for each of the 4Ws, whose interactive workshops told the story of the brand and its whiskey making process.

From baking bread with a master baker, to a ice sculpting workshop with world-class ice sculptor, from learning about the barrel ageing process with a master cooper to an intimate masterclass in making an Old Fashioned with a hip bartender, it was experience storytelling at its very best.

We launched with a media event to generate PR and created content to promote the consumer event competition, pushed out through our brokered media partnerships.