Maker's Mark

Maker's Mark is a small-batch bourbon whisky made in Loretto, Kentucky, by Suntory Global Spirits. It comes in a squarish bottle with a red wax seal, is bottled at 90 U.S. proof (45% alcohol by volume), and is part of both the American Whiskey Trail and the Kentucky Bourbon Trail, with the distillery itself open for tours.

The brand got its start when T. William "Bill" Samuels Sr. bought the Burks' Distillery in Loretto for $35,000 on October 1, 1953. Production kicked off the following year, and the first batch was bottled in 1958, already featuring the signature dipped red wax seal. During the 1960s and 1970s, the tagline "It tastes expensive ... and is" was widely used in marketing. The distillery was added to the National Register of Historic Places on December 31, 1974, and became a National Historic Landmark on December 16, 1980, under the name "Burks' Distillery"—the first active distillery in America to receive such recognition.

Ownership changed hands several times. Hiram Walker & Sons bought Maker's Mark in 1981, then Seagram acquired it in 1987. After Seagram's collapse in 2001, Allied-Domecq took over. When Pernod Ricard bought Allied-Domecq in 2005, the brand was sold to Fortune Brands, based in Deerfield, Illinois. Fortune Brands split in 2011, and its alcohol business became Beam Inc. In January 2014, Beam Inc. was sold to Suntory, forming Beam Suntory, the third-largest distilled spirits company globally. Executives at the time promised the product's taste and historic purity standards would remain unchanged. In May 2024, Beam Suntory was rebranded as Suntory Global Spirits, complete with a new website and visual identity.

Bill Samuels Sr. created the brand, and his son Bill Samuels Jr. oversaw production until retiring as president and CEO in April 2011 at age 70. His son Rob Samuels then took over. In February 2013, the company announced via mass email a plan to lower the whiskey's proof from 90 to 84 (42% ABV) to stretch inventory by about 6%, citing supply issues. The company's tasting panel reported no taste difference, and industry analysts said the change would be subtle, especially for those who mix the bourbon or serve it on ice. Neil Irwin of *The Washington Post*'s Wonkblog suggested the move was driven by Beam's desire to keep Maker's Mark competitive as a premium bourbon in mid-range bars and a well drink in high-end bars. After a strong negative customer reaction, the company reversed course on February 17, 2013, keeping the original proof. Some overseas markets, like Australia, continued to sell at 40% ABV.

In 2014, Maker's Mark released a Cask Strength Bourbon in limited quantities, initially only at the distillery gift shop, with proof varying between 53% and 58% ABV per batch; it went global in July 2016. A major distillery expansion was announced in November 2015. In November 2018, master distiller Dave Pickerell, often called the "Johnny Appleseed of American Whiskey," died at age 62. In June 2019, the company began selling Maker's Mark 101 (101 proof) at the distillery, after introducing it at duty-free airport shops in 2018.

The bourbon itself is unusual because its mash bill uses no rye. Instead, it contains 70% corn, 16% red winter wheat, and 14% malted barley. During planning, Samuels allegedly developed seven candidate mash bills. Short on time to distill and age each, he baked a loaf of bread from each recipe, and the rye-free one won on taste. He also got considerable help and recipes from Pappy Van Winkle of Stitzel-Weller, which produced wheated bourbons like Old Fitzgerald and W. L. Weller. Aging takes about six years, with bottling happening when the company's tasters agree it's ready. Maker's Mark is one of the few distillers that rotates barrels from upper to lower warehouse levels during aging to even out temperature differences, ensuring consistent quality and taste.

The brand is marketed as a small-batch bourbon, with the producer defining the term as "a bourbon produced/distilled in small quantities of approximately 1,000 gallons or less (20 barrels) from a mash bill of around 200 bushels of grain." The squarish bottle and red wax seal were the ideas of T. William Samuels' wife, Marjorie "Margie" Samuels, who also named the whiskey and drew its label. It hit the market in 1959. Three varieties are sold: the original at 90 proof; a seasonal mint julep flavor with green wax on the neck, released in limited amounts; and Maker's 46 (47% ABV), a flavored variant.