Suntory Global Spirits has paired with DFS Group to develop a high-profile activation for Maker’s Mark at New York’s John F. Kennedy International Airport Terminal 4.

The experiential pop-up space, which runs from April through September, showcases the limited edition Wood Finishing City Series New York expression from Kentucky bourbon whiskey Maker’s Mark.

It is positioned to engage whisky enthusiasts with the Maker’s Mark brand universe while presenting an assortment of Maker’s Mark expressions, including Maker’s Mark 46, Maker’s Mark 101 and the 2024 release of Cellar Aged.

A ribbon-cutting ceremony took place on  31 March attended by special guests from Suntory Global Spirits, operator JFK International Air Terminal (JFKIAT) and DFS Group.

Maker’s Mark will serve its signature Gold Rush cocktail – available for legal drinking age compliant travellers – during peak travel times.

Travellers making qualifying purchases will receive a branded gift with purchase from a selection including a duffel bag and screen-printed NYC tote bag.

The high-profile activation celebrates Maker’s Mark’s limited-edition Wood Finishing City Series New York expression (above), available exclusively at JFK Terminal 4.

Digital and social media campaign

Maker’s Mark Wood Finishing City Series New York Edition and the JFK T4 activation are being supported by a comprehensive digital advertising and social media campaign targeting travellers pre-trip through various online touchpoints, boosting awareness and encouraging them to visit the airport pop-up.

“Engaging retail experiences like this reinforce how Maker’s Mark is unique in its uncompromising commitment to excellent bourbon, as well as the personal and unconventional ways we communicate to consumers,” said Chloe Lloyd-Jones, Vice President, Global Marketing, Maker’s Mark.

Ashish Gandham, Managing Director, Global Travel Retail at Suntory Global Spirits added: “We’re excited to unlock new opportunities that bring our Suntory Global Spirits brands to life, including Maker’s Mark, and engaging new whisky drinkers and travellers from around the world.”

Daniel Licari, Senior Director of Merchandising, DFS Group, added: “The Maker’s Mark shop-in-shop embodies the strength and vision of our partnership with Suntory Global Spirits. With the continued growth of premium American whiskey, we’re excited to showcase Maker’s Mark and the in-store exclusive Maker’s Mark Wood Finishing City Series – New York expression.

“We are grateful to Ashish Gandham, Managing Director GTR, and the Suntory team for their trust and collaboration as we embark on this journey together at JFK Airport T4.”

The Maker’s Mark Wood Finishing City Series is a travel retail exclusive collection that captures the character of cities including Sydney, Frankfurt and Singapore.

“This City Series presents a Maker’s Mark expression that’s both bold and inviting,” said Beth Buckner, Lead blender, Maker’s Mark. “Dark chocolate and warm baking spices create a complex profile that has character and leaves a lasting impression – much like the people, cocktails and culinary scene in New York City.”

Situated in a prominent position, the pop-up’s play on the latest Wood Finishing City Series LEP is designed to accelerate footfall, conversion and trade-up using eye-catching visuals at the entrance, highlighting the exclusivity of the New York inspired sku to JFK.

The Wood Finishing City Series New York expression is bottled at cask strength and features layers of oak, spice and dark chocolate, with a long, rich finish.