{"id":68061,"date":"2023-11-15T09:18:34","date_gmt":"2023-11-15T09:18:34","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=68061"},"modified":"2023-11-15T09:18:34","modified_gmt":"2023-11-15T09:18:34","slug":"makers-mark-cellar-aged-limited-edition-bourbon-comes-to-duty-free","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/makers-mark-cellar-aged-limited-edition-bourbon-comes-to-duty-free\/","title":{"rendered":"Maker\u2019s Mark Cellar Aged limited-edition Bourbon comes to duty-free"},"content":{"rendered":"

Maker\u2019s Mark has unveiled to select global travel retail locations its Maker\u2019s Mark Cellar Aged Bourbon, an annual, global limited-release expression that proves whisky ageing is about more than just a number.<\/p>\n

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Featuring a marriage of 11- and 12-year-old bourbon, Maker\u2019s Mark Cellar Aged delivers the distillery\u2019s highly anticipated oldest release, stemming from the question: What if age isn\u2019t just about time, but instead about how you use that time to evolve, develop and mature?<\/p>\n

Since its founding in 1953, Maker\u2019s Mark has aged its whisky to taste \u2013 not time \u2013 to achieve the vision set by its founders: bourbon without the bite that\u2019s always smooth, soft and creamy. Maker\u2019s Mark Cellar Aged stays true to this philosophy, delivering a richer, deeper and more complex older bourbon, free from the harsher tannic effects commonly found in extra-aged American whiskies, as a result of its innovative maturation process that starts in traditional Kentucky warehouses and finishes in the distillery\u2019s one-of-a-kind limestone whisky cellar.<\/p>\n

\u201cFor more than 65 years, ageing our whisky for a decade-plus wasn\u2019t something we did,\u201d<\/em> explained Rob Samuels, eight generation whisky maker and grandson of the founders at Maker’s Mark. \u201cIt\u2019s not that we didn\u2019t believe in it; we simply hadn\u2019t found a way to do it that didn\u2019t compromise on our taste vision \u2013 until now. Cellar Aged embodies an older whisky that\u2019s distinctly Maker\u2019s Mark. One rooted in challenging convention, delivering new flavour experiences from the environment that surrounds us, and building on a taste vision that\u2019s been generations in the making.\u201d<\/em><\/p>\n

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The travel retail roll-out<\/strong><\/p>\n

The travel retail introduction of Maker\u2019s Mark\u00ae Cellar Aged Bourbon will begin in the US in November, at New York John F. Kennedy (JFK) and Los Angeles International (LAX) Airports. It will then make its debut at Sydney International Airport in December.<\/p>\n

In New York JFK, the travel retail launch will be supported by an innovative digital advertising campaign, in partnership with Uber. This campaign is designed to drive footfall to the JFK Terminal 4 DFS store, where the new Maker\u2019s Mark\u00ae Cellar Aged Bourbon is being showcased.<\/p>\n

From 9 November 2023 until 15 January 2024, Legal Drinking Age (LDA)-compliant travellers who book an Uber transfer to the terminal will have access to curated visuals, info and click-through options via the Uber app at all key touchpoints on their journey. This campaign will be complemented by exclusive in-store Maker\u2019s Mark\u00ae Cellar Aged tastings at the airport, conducted by specialist Brand Ambassadors.<\/p>\n

In Sydney International Airport, the travel retail introduction of Maker\u2019s Mark\u00ae Cellar Aged Bourbon will be supported by a high-profile pop-up activation, which will run from December through January 2024. This immersive engagement space will incorporate Taste and Scent experiences, interactive digital activities, exclusive travel-themed GWPs, and customised gift wrap that is unique to the airport location.<\/p>\n

\u201cWe continue to drive our premiumisation strategy across our portfolio,\u201d<\/em> noted Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez. \u201cThe American whisky category is experiencing rapid growth within the ultra-premium price segment, and Maker\u2019s Mark\u00ae will further support this.<\/em><\/p>\n

\u201cThis new release is truly a milestone for Maker\u2019s Mark\u00ae \u2013 a product set to become the pinnacle of the brand, while staying close to its roots. To make it even more special, we will be offering annual limited-edition batches, with very selective GTR distribution, to amplify its global reach. We are confident this new introduction from Maker\u2019s Mark\u00ae will further raise the profile of our bourbon offer.\u201d<\/em><\/p>\n

He added: \u201cToday\u2019s international whisky consumers have high expectations whenever they travel. We are committed to creating enticing products, supported by impactful advertising campaigns and airport activations, to create memorable experiences, enhance our brand storytelling \u2013 and further drive sales and trade-up.\u201d<\/em><\/p>\n

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To become Maker\u2019s Mark Cellar Aged, barrels of the distillery\u2019s classic distillate first spend approximately six years ageing in traditional bourbon warehouses, where they endure the Kentucky climate and its temperature swings season after season until they reach full maturity and can be called \u201cMaker\u2019s Mark.\u201d Barrels are then moved into the distillery\u2019s proprietary whisky cellar for an additional five to six years of ageing before being blended to taste and bottled. Built into the natural limestone shelf of the Kentucky hills, the cellar\u2019s consistently cool environment slows down the tannic impact that occurs during maturation, while allowing the bourbon to develop a deeper, darker flavour with hidden depths \u2013 but no bitterness.<\/p>\n

This innovative and taste-led approach in pursuit of an older Maker\u2019s Mark expression continues the boundary-pushing mindset that has shaped the brand since the beginning. Founders Bill and Margie Samuels challenged category norms when they burned their 170-year-old family recipe, choosing to use red winter wheat instead of rye in their mashbill for a softer, smoother bourbon. This spirit of asking \u201cwhat if?\u201d was present in the introduction of Maker\u2019s Mark 46, which is crafted using a proprietary wood-stave finishing technique, and in Maker\u2019s Mark Private Selection, which became the industry\u2019s first custom barrel programme upon its launch in 2016.<\/p>\n

Cellar Aged will be an annual, limited release available in specific markets around the world. The unique maturation approach of Cellar Aged will be consistent every year, but the specific blend of aged bourbon will vary based on which barrels are ready, by taste. The inaugural release of Cellar Aged is a marriage of 12-year-old and 11-year-old whisky \u2013 87% and 13%, respectively \u2013 bottled at cask strength (115.7 proof).<\/strong><\/p>\n

The RRSP domestic price point of US$150 reflects the quality and craftmanship of this aged limited-edition liquid.<\/strong><\/p>\n

For more information about Maker\u2019s Mark Cellar Aged, please visit www.MakersMark.com<\/a>.<\/p>\n

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Maker\u2019s Mark has unveiled to select global travel retail locations its Maker\u2019s Mark Cellar Aged Bourbon, an annual, global limited-release expression that proves whisky ageing […]<\/p>\n","protected":false},"author":4,"featured_media":68066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,535,1,477,7093,7099,7097],"tags":[466,704,69,39,2947,13338,13641,13337,216],"class_list":["post-68061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-duty-free-retailers","category-latest-news","category-latest-promotions-in-duty-free","category-luxury","category-spirits","category-wines-spirits","tag-beam-suntory","tag-bourbon","tag-duty-free","tag-dutyfree","tag-makers-mark","tag-makers-mark-cellar-aged-bourbon","tag-makers-mark-cellar-aged-bourbon-duty-free","tag-makers-mark-duty-free","tag-travel-retail"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/68061","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=68061"}],"version-history":[{"count":3,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/68061\/revisions"}],"predecessor-version":[{"id":68112,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/68061\/revisions\/68112"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/68066"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=68061"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=68061"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=68061"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}