Marketing Maker’s Mark (A): Evolution of a Brand



Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

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Introduction

In May 2014, a Kentucky based-bourbon company, Maker’s Mark, became the first alcohol company to advertise on reddit (a social networking service). With its agency, Doe Anderson Inc., this bourbon maker launched a social campaign which asked redditors to submit their best fake whisky-themed racehorse names. The campaign succeeded in grabbing both local and national attention.

The response was reportedly positive, and Maker’s Mark received thousands of comments from bourbon lovers across the globe. Maker’s Mark had a very long history. It started out as a small operation, a family business in the 1780s and did not indulge in any major promotional activities for a long time. Later on, with the increasing competition and rising need for spreading awareness about itself, the brand started promoting its drink using different slogans. .......

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Over the years, the Maker’s Mark bourbon evolved into a smoother drink and created a huge fan base of bourbon lovers. It established its distinctive brand through one of its promotional programs, the Ambassador Loyalty Program. The increasing number of bourbon lovers led to a sharp increase in demand in both the domestic and international markets. The swelling demand exceeded supply, leading to a supply crisis. Analysts opined that the established Maker’s Mark brand had limited options to tackle the shortage issue..........

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