Marker's Mark whisky targets on-trade in Leeds

Maker's Mark has invited 700 art students from Leeds Metropolitan University to compete for the chance to be one of 10 artists commissioned to create a bespoke piece of art inspired by Maker's Mark. This is supported by outdoor advertising at more than 100 sites across Leeds, including bus stops and 48 and 350 sheet poster boards.

The students' artwork is to be displayed at 10 influential Leeds bars in June and promoted through an Art of Maker's Mark exhibition guide distributed across the city. The artwork will form Leeds' biggest art exhibition when displayed collectively at a special launch including projections of artwork across the city centre Queen's Hotel. Consumers can vote for their favourite submission and enter a competition to win a trip for two to Kentucky. The artist with the most votes will win a bursary of 1000 to support their artistic endeavours.

Maker's Mark is also leaving its mark in stencils, created by removing grime and dirt from the city pavements and walls with a high powered water-jet, a unique form of graffiti art.

All participating bars will be offered a range of POS materials to support the event and training from Maker's Mark brand diplomat, Jane Conner. Bartenders will be encouraged to create a signature cocktail with the chance to win a prize, while those who talk up the activity and brand will be offered further rewards by mystery shoppers. Jane will run educational and cocktail sessions in Leeds businesses and host dipping sessions in bars where office staff can dip their own bottle of Maker's Mark in the signature red wax.

Other bars in the city will receive training from Jane Conner and Maker's Mark director of global brand development, Robert Samuels Jr. who is the grandson of the creator and visiting the UK from Kentucky especially for the event.

Beam Global UK marketing manager, Aileen Nicol says, "There is a real art to making Maker's Mark and our campaign reflects the brand's creative roots which began in 1943 when Bill Samuels Sr burnt the family's 170 year old bourbon recipe and set out to create a more distinguished, smoother style of bourbon, establishing the premium bourbon category."

"The activity in Leeds is building a connection with consumers while bartenders are being encouraged to share their knowledge of the category and drive sales by creating new and exciting ways to serve Maker's Mark. The event is part of Beam's ongoing investment in the bourbon category. Maker's Mark is an important and precious asset in our portfolio and we are focussing on communicating the brand's premium quality."

Maker's Mark is the oldest operating handcrafted whisky distillery in the US which still uses the same methods that started the brand over 50 years ago. It is the only operating bourbon distillery to make whisky in batches of only 19 barrels, which is the traditional standard for small-batch whisky.