Doe-Anderson
Maker’s Mark Direct-To-Consumer marketing

From the distillery to the doorstep

Drop it while it’s hot

The spirits industry has long been one of the most regulated in terms of distribution, relying for decades on a three-tier model that restricted the ability of brands to sell directly to consumers.

Recently, seeing the success of wineries with the direct model, spirits producers have gotten more aggressive with state legislatures to relax the rules. When Kentucky finally allowed one of its most important industries – bourbon – to adopt DTC, Maker’s Mark was ready for this historic direct-to-market opportunity.

  • Art Direction
  • Copywriting
  • Design
  • Illustration
  • Experience Design
  • Experience and Strategy Workshops
  • Full-Stack Development
  • CMS and API Integration
  • CRM Strategy and Management
  • AR and VR
  • SEO Strategy and Writing
  • Digital Advertising Development
  • Social Media Strategy and Management

Results
By the numbers

2 hours
to fill every available slot in the program
100%
capacity filled
1,000+
people on the waiting list

Exceptional bourbon, exceptional experience

The goal of any Maker’s Mark initiative is to get fans talking. By initially limiting The Whisky Drop by Maker’s Mark™ DTC experience to Maker’s Mark Ambassadors – and offering only rare, custom expressions of its iconic Kentucky bourbon – the brand built an aura of exclusivity around The Whisky Drop by Maker’s Mark that burnished our craft credentials. The imaginatively designed packaging provided that element of surprise and delight that longtime Maker’s Mark enthusiasts have come to expect from their favorite whisky – and that always prompts them to share with their friends.

The brains behind the bourbon

While the program is simple and seamless from the customer’s point of view, it took some deft programming to accommodate multiple states’ payment, tax and inventory requirements. Then, we had to build a custom front- and back-end and integrate them into the existing Maker’s Mark website.

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