March 17, 2011
The premium handmade bourbon whisky brand, Maker’s Mark, has launched its largest ever duty-free execution in Australia.
In a global initiative, titled ‘The Mark Of...’, limited-edition Maker’s Mark gift packs have landed at airport duty-free areas across the world. The collectable packs showcase an infamous and memorable landmark from one of the participating cities and are available exclusively to purchase at that city’s airport.
“This is a major execution for Maker’s Mark in Asia-Pacific and globally, aiming to raise awareness of the premium, handmade qualities and character of Maker’s Mark in the Global Travel Retail market,” said Trent Chapman, Brand Director, Beam Global Australia.
“The duty free area of an airport acts as a shop window to the world,” added Luke Maga, GTR Manager Australia/Pacific Islands & Licensing Australia. “The promotions at Sydney and Melbourne Airport will offer passengers a unique experience before they travel, as well as the opportunity to purchase an innovative, limited-edition pack – the perfect gift or reminder of their time in Australia.”
The ‘Mark of Sydney’ gift packs feature the city’s iconic Harbour Bridge. These collaboratively designed packs recently arrived at the Sydney Airport International Departure Lounge, showcased in an eye-catching display. Departing passengers can indulge themselves with samples of handcrafted spirit - neat or in a delicious cocktail mixed by the Maker’s Mark models - and receive great offers on purchases at the stand.
A similar execution is due to fly into Melbourne Airport in a few weeks. The Mark of Melbourne packs’ will feature the city’s famous Yarra River and Melbourne skyline.
The promotion will run at Sydney Airport for the next 6 weeks, with Melbourne rolling out on 21 March. The gift cartons will be available to purchase for the remainder of 2011.
For further information on Maker’s Mark, please visit www.makersmark.com/
ABOUT BEAM INC.:
Beam is one of the world’s largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including 10 of the world’s top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,200 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, Knob Creek® Bourbon and Skinnygirl® Cocktails. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Spiced Rum, Maker’s 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company.