The first two handcrafted expressions in the travel retail exclusive Wood Finishing City Series by Maker’s Mark Bourbon – the New York Edition and the Sydney Edition – have launched with International Shoppes and Heinemann respectively.
The City Series aims to ‘capture the character of the world’s most enchanting locations for whisky fans travelling the globe’, with each expression honouring the unique taste profile of the city it is dedicated to.
The New York Edition is available at a boutique store from International Shoppes at John F. Kennedy Airport Terminal 1 for RSP US$95.
The Sydney Edition is available in an immersive space by Heinemann at Sydney Airport’s Terminal 1 for RSP AUD$140 (US$94).
More cities will be added in the years to come through subsequent expressions in the series.
“With Maker’s Mark, we are excited to announce the new Wood Finishing City Series with the launch of two new whiskies, the New York Edition and the Sydney Edition, available exclusively to global travel retail,” said Manuel González, Global Marketing Director of Global Travel Retail for Beam Suntory.
“Travellers will now be able to get their hands on liquids which capture the character of the world’s most iconic cities, while getting a chance to experience the handmade nature that makes Maker’s Mark so special.
“We remain committed to offering our customers incredible collectible opportunities across our portfolio.”
The City Series is born from over than a decade of wood-science innovation and expertise, exploring the influence of oak and agriculture on bourbon’s wide-ranging taste profiles.
It celebrates the uniqueness of different wood types and individuality through flavour, just as each city’s signature whisky now does.
Each expression in the series had an established taste vision and flavour goal in mind to ensure that the bourbon evokes the ‘essence and nuances’ of its namesake location.
To enhance this, Maker’s Mark recruited aesthetes and tastemakers as ‘city spirit guides’ for an insider’s influence.
The taste vision for the New York Edition was created with the goal of capturing the excitement of a first trip to ‘the city that never sleeps’.
Flavour experts Erina Yoshida and Justin Ottevanger created a whisky that is ‘big, bold and complex’, with layers of spice, oak and rich dark chocolate.
At 107.8 proof, the limited-edition bourbon has a long finish.
At International Shoppes John F. Kennedy Airport Terminal 1, there is a disruptive activation with various experiential components, such as screen-printing, as well as brand ambassadors to bring the handcrafted bourbon to life.
“International Shoppes is very proud that our JFK Terminal 1 property is home to this one-of-a-kind experience for the customers,” said Scott Halpern, Co-CEO of International Shoppes.
“The unit was quickly turned into a Maker’s Mark iconic location.
“As the terminal continues to rebound to pre-pandemic levels, this added terminal experience is reminding customers why NY is such a great place.”
Over in Sydney, city insiders Sam Egerton and Jordan Toft helped to create a herbaceous expression of Maker’s Mark that pays homage to the its vibrant mix people, culture and dynamic palate.
Meant to be enjoyed outdoors, the 107.3 proof spirit is ripe and fruit-forward.
The immersive space at Heinemann at Sydney Airport Terminal 1 features stunning designs that pay homage to the New South Wales capital, with tasting experiences courtesy of brand ambassadors.
“Heinemann Australia is very proud to have partnered with Beam Suntory on this experiential activation to offer the exclusive Maker’s Mark Wood Finishing City Series Sydney Edition for our American Whiskey shoppers,” said George Tsoukalas, Managing Director of Heinemann Australia.
Rob Samuels, Chief Distillery Officer at Maker’s Mark and grandson of the Founders commented: “It’s incredibly rewarding to bring a taste of our distillery in Loretto, Kentucky, to the global travel retail market through the new City Series.
“Just as my grandparents sat down with a taste vision in mind when creating Maker’s Mark, partnering with Erina and Justin in New York and Sam and Jordan in Sydney to create bourbons that embodied their cities resulted in delicious new whiskies that are a true adventure of their own.”