Maker’s Mark launches 'bartender engagement' programme

By Lisa Riley

Published: 14 August, 2017

Premium bourbon brand Maker’s Mark has revealed a new ‘bartender engagement’ series of workshops hosted by new ‘brand diplomat’ Amanda Humphrey.

The Maker’s’ workshops programme, running now through to October in key cities across the UK, including London, Manchester and Liverpool, has been designed to explore the four key elements of Maker’s Mark - wood, wax, wheat and paper.

Designed to bring to live the craftsmanship behind the original hand-crafted American whiskey, the initiative includes bartenders attending “full brand immersion” sessions to teach them everything from cocktail menu design and personalising barrels to baking bread using red winter wheat that gives Maker’s Mark its distinctive taste.

Humphrey, who started her new role at the beginning of this month bringing 16 years of experience within the drinks industry, had been brought on board to share her “broad knowledge” of the American whiskey category, said Johna Penman, Maxxium’s head of brands, Beam Suntory portfolio.

“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 Penman.

Penman said: “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.”

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