Maker’s Mark 101 is the brand’s first global travel retail exclusive.

Beam Suntory has revealed the first global travel retail exclusive expression for Maker’s Mark bourbon whiskey.

Maker’s Mark 101 (50.5% ABV), which marries the signature smoothness of Maker’s Mark with cask strength flavours for a bold taste, is available in DF&TR priced at €45/$49.99 (1 litre).

Ed Stening, Global Marketing Director, Beam Suntory Global Travel Retail said: “Maker’s Mark 101 represents a world first for the brand – an expression exclusive to the travel retail channel.”

BESPOKE PACKAGING

Beam says the new variant taps into the super-premium whiskey trend in travel retail, as travellers seek to explore the category.

The limited edition, bottled at a higher proof and typically only available to special visitors at the brand’s distillery in Loretto, Kentucky, features embossed gold lettering on the bottle alongside the traditional hand-dipped wax seal.

Described as ideal for gifting, the bottle is housed in a bespoke carton that echoes the craftsmanship of the distilling process.

The liquid is said to be sweet on the nose with a dark, bold spice, graduating to a rich and creamy sensation on the palate combining spicy fruit and caramel with a mellow, creamy and lingering finish.

“This release allows us to extend that special welcome to travellers around the world, and we are confident that it will be well received in the channel continuing to drive that category growth,” added Stening.