Convince bourbon fans who may have traded up to more expensive brands that Maker’s 46 is the most delicious sipping bourbon, because it is rooted in the taste profile of Maker’s Mark.

Place Maker’s 46 in the middle of locations and occasions where tastemakers gather to remind bourbon sophisticates that, despite recent entries to the category, Maker’s still represents the essence of sophisticated sipping. The decision was taken to remove the package from the primary image to force the consumer’s focus on the delectable bourbon in the glass – hence the additional 1/3-page adjacencies to carry branding.

Maker’s 46 volume has accelerated at a rate many times that of the category, and is gaining placements in desirable bars and restaurants as well as retail outlets.