Maker's Mark

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This article is about the bourbon whisky. For the marking used to identify a product's maker, see trademark .
Maker's Mark

Maker's Mark
Type Bourbon whiskey
Manufacturer Beam Inc.
Country of origin Kentucky, United States
Introduced 1958
Alcohol by volume 45 %
Proof 90
Related products Jim Beam

Maker’s Mark is a small-batch bourbon whisky that is distilled in Loretto, Kentucky, by Beam Inc. It is sold in distinctively squarish bottles, which are sealed with red wax, and bottled at 90 U.S. proof (45% alcohol by volume). The distillery offers tours, and is part of the American Whiskey Trail and the Kentucky Bourbon Trail.

History

Production of Maker's Mark started in 1954, after its originator, T. William "Bill" Samuels Sr., purchased the distillery known as "Burks' Distillery" in Loretto, Kentucky for $35,000.[1]

The first bottle of Maker's Mark was bottled in 1958 and featured the brand's distinctive dipped red wax seal. Maker's Mark holds a U.S. trademark (serial number 73526578) on the wax seal of their bottles.

In the 1960s and 1970s, Maker's Mark was widely marketed with the tag line, "It tastes expensive ... and is."[2][3]

The distillery was listed on the National Register of Historic Places on December 31, 1974, and designated a National Historic Landmark on December 16, 1980, listed as "Burks' Distillery". It was the first distillery in America to be so recognized where the landmark buildings were in active use for distilling.

Maker's Mark was sold to Hiram Walker & Sons in 1981, which sold it to distillery giant Allied Domecq in 1987, which in turn sold it to Deerfield, Illinois-based Fortune Brands in 2005.[1] In 2011 Fortune Brands split; its drinks business became Beam Inc.

After the brand's creation by Bill Samuels Sr., its production was overseen by his son Bill Samuels Jr. until 2011 when he announced his retirement as president and CEO of Maker's Mark at the age of 70. His son Rob Samuels succeeded him in April 2011.[1]

On February 9, 2013, the company sent a mass e-mail announcing a plan to reduce the alcohol strength of the whisky—citing supply issues as the reason for the change.[4] The result of this change would have been to reduce the product to 84 U.S. proof (42% alcohol by volume). While Maker's Mark claimed that their own tasting panel of distillery employees cited no taste difference in the lower proof, consumers and journalists disagreed with strong feedback through social media. [5][6]

On February 17, the company said that it had reconsidered its decision after receiving a strong negative reaction from customers, and that it will continue to bottle at the original strength.[7] Some overseas markets like Australia will continue to sell the whisky at 40%.[8] Although speculation has clouded the Maker's Mark proof reduction controversy as to whether or not it was a publicity stunt, Rob Samuels maintains that it was not.[9]

About the Bourbon

Burks' Distillery
Historic Distillery
Nearest city Loretto, Kentucky
Built 1889
Architect Burks,George R.
Architectural style No Style Listed
Governing body Private
NRHP Reference # 74000893[10]
Added to NRHP December 31, 1974

Maker's Mark is aged for around six years, being bottled and marketed when the company's tasters agree that it is ready. Maker's Mark is one of the few distillers to rotate the barrels from the upper to the lower levels of the aging warehouses during the aging process to even out the differences in temperature during the process. The upper floors are exposed to the greatest temperature variations during the year, so rotating the barrels ensures that the bourbon in all the barrels have the same quality and taste.

Maker's Mark is sold in squarish bottles which are sealed with red wax. T. William Samuels' wife, Marjorie "Margie" Samuels, gave the whisky its name, drew its label, and thought up the wax dipping that gives the bottle its distinctive look. It was introduced to the market in 1959. Three varieties are marketed; the original, a mint julep flavor with green wax on the neck released seasonally in limited amounts, and 46, a variety flavored by introducing seared French oak staves into the traditional charred white oak barrel toward the end of its aging.[11] The original has been bottled at 90 U.S. proof (45% alcohol by volume).

Maker's Mark is unusual in that no rye is used as part of the mash. Instead red winter wheat is used, along with corn (the predominant grain) and malted barley. During the planning phase of Maker's Mark, Samuels allegedly developed seven candidate mash bills for the new bourbon. As he did not have time to distill and age each one for tasting, he instead made a loaf of bread from each recipe and the one with no rye was judged the best tasting. Samuels also received considerable assistance and recipes from Stitzel-Weller owner Pappy Van Winkle, whose distillery produced the wheated Old Fitzgerald and W. L. Weller bourbons.[12]

Maker's Mark is marketed as a small batch Bourbon. Most producers of so-called small batch Bourbons do not clarify exactly what they mean by the term. The producer of Maker's Mark says that the traditional definition is "A bourbon that is produced/distilled in small quantities of approximately 1,000 gallons or less (20 barrels) from a mash bill of around 200 bushels of grain".[13][14]<ref = name=Edencroft>Bourbon – Maker's Mark, Edencroft Fine Wines.</ref>

Maker's Mark is one of the few American-made whiskies to be labeled using the Scottish spelling "whisky". The majority of American distillers and the American general public tend to spell the word with the "e", although some brands (such as George Dickel and Old Forester) also use the spelling "whisky".[15]

Bourbon House & Lounge

Maker's Mark Bourbon House and Lounge in Fourth Street Live!, Louisville.

In addition to the distillery in Loretto, Kentucky, there are also branded restaurants, the first of which is located in the Fourth Street Live! entertainment complex in downtown Louisville, Kentucky. The lounge opened in October 2004 with the grand opening of the Fourth Street Live! complex. It is decorated with backlit Maker's Mark bottles and the traditional Maker's Mark wax dripping from the ceiling. While the lounge focuses on Maker's Mark, it also features other bourbons from each of Kentucky's distilleries. The menu was designed by Chef Al Paris of the famous Zanzibar Blue restaurant in Philadelphia.

In May 2008, the Maker's Mark Bourbon House & Lounge opened in Kansas City, Missouri's downtown Power & Light District. In March, 2009, the third Maker's Mark Bourbon House & Lounge opened at the Indiana Live Casino in Shelbyville, Indiana just outside Indianapolis.

Expert ratings

The production line at the Maker's Mark distillery

Maker's Mark bourbon has earned solid marks at international Spirit ratings competitions. Its primary bourbon earned a gold medal at the 2010 San Francisco World Spirit Ratings Competition and a score of 90–95 from Wine Enthusiast in 2007.[16] The Maker's Mark 46—which benefits from longer aging and exposure to toasted French oak staves—has earned similar ratings.[17]

Limited Edition Collector's Sets

Keeneland Collector's Sets Maker's Mark began special edition bottles featuring Keeneland bottles for horses in 1997. The label was white with a dark green horse and green wax. Other Keeneland bottles include famous Derby winners such as Secretariat (2003), Seattle Slew (2004) and Affirmed (2005).

University of Louisville

On July 20, 2012, Maker's Mark started selling a limited edition bottle featuring University of Louisville's Head Football Coach Charlie Strong. The bottles were created to raise money for a new Academic Center of Excellence on UofL's campus.

University of Kentucky

Maker's Mark has featured several University of Kentucky sports personalities on its University of Kentucky line of limited release bottles. Each bottle can be signed for free by the personality that was selected for the bottle. The signing party is held at Keeneland horse track in the university's home city of Lexington.

The first University of Kentucky special edition bottle was produced in 1993. In celebration of the 1996 NCAA Men's Basketball Champions Maker's Mark printed a bottle that had a denim background with white type. The team's coach at the time, Rick Pitino, signed the bottle.[18]

Other bottles include: Wildcat Bottle (2001), Bill Keightley (2002), Rupp's Runts (2006),[19] The Unforgettables (2007),[20] Joe B. Hall (2008),[21] Rich Brooks (2009),[22] John Calipari (2010),[23] Tim Couch (2012),[24] and Dan Issel (2013).[25]

References

  1. ↑ 1.0 1.1 1.2 Samuels To Step Down As Maker's Mark President, Bruce Schreiner, Associated Press, 12 Jan. 2011.
  2. ↑ IT TASTES EXPENSIVE...AND IS trademark description page.
  3. ↑ "Maker's Mark review page at ''Bourbon Central''". Bourbon-central.com. Retrieved 2012-03-28. 
  4. ↑ http://www.wfpl.org/post/markers-mark-coo-rob-samuels-extremely-short-supply-led-reduction-alcohol-volume
  5. ↑ "Maker's Mark reduces Bourbon by 3% ABV, proof reduction to help satisfy demand;". BourbonBlog.com. Retrieved 2013-02-13. 
  6. ↑ "Maker's Mark Switches Back to 90 proof, 45% after 1 week they change their minds;". BourbonBlog.com. Retrieved 2013-02-17. 
  7. ↑ "Maker's Mark to restore alcohol content of whiskey."
  8. ↑ http://www.theshout.com.au/2013/02/13/article/No-change-to-Makers-Mark-ABV-in-Australia-Beam/BTCLUKUCJA.html
  9. ↑ "Podcast interview with Rob Samuels and Bill Samuels, Jr about Maker's Mark Reversing their Decision on ABV;". BourbonBlog.com. Retrieved 2013-02-17. 
  10. ↑ "National Register Information System". National Register of Historic Places. National Park Service. 2007-01-23. 
  11. ↑ Schreiner, Bruce (2010-06-07). "Maker's Mark to uncap first new bourbon since '50s". www.courier-journal.com. Retrieved 2010-07-04. 
  12. ↑ Cowdery, Charles K., Bourbon, Straight: The Uncut and Unfiltered Story of American Whiskey,
  13. ↑ Maker's Mark Bourbon Glossary, official web site.
  14. ↑ Maker's Mark Distillery Tour in Loretto, KY Watch it made in the U.S.A.
  15. ↑ Asimov, Eric (2008-12-04). "''"Whiskey versus Whisky"'' By Eric Asimov. ''The New York Times,'' December 4, 2008". Dinersjournal.blogs.nytimes.com. Retrieved 2012-03-28. 
  16. ↑ "Maker's Mark Ratings Summary from Proof66.com". Proof66.com. Retrieved 2012-10-19. 
  17. ↑ "Maker's Mark 46 Ratings Summary from Proof66.com". Proof66.com. Retrieved 2012-10-19. 
  18. ↑ "UK Wildcats Maker's Bottle". Ukwildcatsblog.com. 2010-03-16. Retrieved 2012-03-28. 
  19. ↑ "Rupp's Runts Maker's Bottle". Worthpoint.com. Retrieved 2012-03-28. 
  20. ↑ "Unforgettables honored on Maker's Bottle". Bizjournals.com. Retrieved 2012-03-28. 
  21. ↑ "Joe B. Hall Featured on Maker's Bottle". Wkyt.com. 2008-03-24. Retrieved 2012-03-28. 
  22. ↑ By Herald-Leader Staff Report (2009-03-31). "Rich Brooks Honored with Maker's Bottle". Kentucky.com. Retrieved 2012-03-28. 
  23. ↑ "Calipari to be Featured on Maker's Bottle". Lex18.com. 2010-03-01. Retrieved 2012-03-28. 
  24. ↑ "UK Great Tim Couch Honored On New Maker's Mark Charitable Bottle". Lex18.com. 2012-03-20. Retrieved 2012-03-28. 
  25. ↑ http://www.kentucky.com/2013/04/01/2582511/uk-basketball-great-dan-issel.html
The "Quart House" on the distillery grounds. Customers could refill their quart bottles here.

External links

Coordinates: 37°38′52″N 85°20′56″W / 37.64778°N 85.34889°W / 37.64778; -85.34889

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