Maker’s Mark Partners with Scarlett Johansson in “The Mark of the Maker” Campaign

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Maker's Mark Distillery in Loretto, Kentucky.
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Maker’s Mark has partnered with Scarlett Johansson for a new global campaign they’re calling “The Mark of the Maker.” The campaign aims to highlight the brand’s commitment to the “purposely inefficient” handmade care they put into crafting every bottle, complete with the slogan “Character isn’t made by machine.”

Johansson lent her voice to a video for Maker’s Mark showing the many ways the brand takes their time with their product. Viewers get an inside look at the making of both their signature red wax dipped bottles and the wheated bourbon inside while the song “Good as Gold” by indie rock band Moon Taxi plays in the background.

“These days, it’s easy to be swept up in finding the most efficient way of doing things, but at Maker’s Mark, I’m proud to say that we’re making our bourbon the same way my grandparents did when they created it more than 60 years ago,” says Rob Samuels, Global General Manager & Chief Distillery Officer at Maker’s Mark.

“We still hand-rotate every barrel, hand-cut every label and hand-dip every bottle – those are just a few of the ‘marks of the maker’ that give our bourbon its character. Having the star-power of a Maker’s Mark fan like Scarlett Johansson to share these stories about our bourbon is an absolute thrill for us,” he shares.

Perhaps the biggest perk of the campaign is the new way for fans in select markets to purchase their whiskey directly from www.makersmark.com. And, if you haven’t yet made it to the distillery in Loretto, the distillery might soon make its way to you. “Maker’s Wanted,” a new slew of large scale pop-up events, will be happening across the country next year. Visitors will have a chance to get interactive experience with the brand’s handmade processes at festivals and fairs on a local level.

The distillery still has surprises for all those that make the trek. They recently announced two festive holiday bottlings, one of which can only be found in Loretto and at local markets.