Maker’s Mark Perfect Drink Experience: Crafting a Signature Serve with a Sustainable Twist
We collaborated with Maker’s Mark’s global team to design and launch the Gold Rush Serve, a globally recognized cocktail that elevates the bourbon experience. In partnership with the distillery team and global marketing partners, we developed a serve inspired by the classic Whiskey Sour, but with a unique twist: the addition of honey. This key ingredient not only enhances the bourbon’s core flavor profiles but also underscores the brand’s commitment to sustainability.
We crafted the serve ritual to help educate the sales and trade teams and had this illustrated to make it easy for consumers to craft this serve at home.
To further differentiate Maker’s Mark, we ensured all honey used in the serve was sustainably sourced from local apiaries. This approach not only supports the environment but also brings a distinctive, local taste to the cocktail—perfectly complementing the handmade craftsmanship of Maker’s Mark bourbon.
We created a comprehensive 360-degree program around the Gold Rush Serve, complete with high-impact visibility tools designed to activate the serve across all core marketing channels. The result? A unique drink experience that amplifies the brand’s heritage, flavor, and sustainability story on a global stage.