Our social media approach is to stay relevant, topical and conversational, to drive conversation and engagement and demonstrate to our audience that there are real people behind our brand of handmade bourbon – not a faceless, programmed corporate media machine.

On April 21st, 2016, like everyone else we were stunned and saddened by the death of Prince. Within 30 minutes of learning the news, we expressed our feelings to our audience the best and simplest way we knew how.

This Facebook post received the highest number of shares in the history of the brand – and it was 100% organic. Comments were 97% favorable, with many of them calling for us to create an actual bottle with purple wax. We have no idea whether Prince was a Maker’s Mark fan, but now we know for sure that a ton of Maker’s drinkers are Prince fans.