Maker’s Mark Premieres “Perfectly Unreasonable”
Maker’s Mark Premieres “Perfectly Unreasonable”
New Global Brand Campaign Celebrates the Remarkable Lengths it Takes to Create Uncompromisingly Delicious Bourbon
LORETTO, Ky. - Monday, February 17, 2025 – Maker's Mark®, the iconic handmade Kentucky bourbon, today announced the launch of its new global brand campaign, Perfectly Unreasonable. The cinematic campaign asserts that going to unreasonable lengths – in life and in bourbon – is what separates good from remarkable. It celebrates those who relentlessly pursue excellence and shines a light on the unconventional decisions that have made Maker’s Mark an icon.
“Perfectly Unreasonable is more than a campaign, it has been our ethos since my grandparents broke with tradition to reimagine what bourbon could be,” said Rob Samuels, eighth generation whisky maker and managing director, Maker’s Mark. “Maker’s Mark continues to be driven by the pursuit of better bourbon and a better world, with our founders’ vision as our north star.”
From the beginning, Maker’s Mark founders Margie and Bill Samuels Sr. committed to doing things differently. Burning the family’s 170-year-old recipe to create something entirely new for the category – a delicious and balanced bourbon – and they chose the homeplace for Maker’s Mark in outlying Loretto, Kentucky because of its unique water source. They were also one of the first to open their distillery doors to visitors – a precursor to today’s Bourbon Trail. This challenger spirit endures today with every bottle hand-dipped in signature red wax, every barrel rotated by hand, and the brand’s dedication to become B Corp and Regenified certified.
Perfectly Unreasonable was shot by acclaimed Swedish film director Marcus Söderlund and serves as a manifesto for a new generation of global bourbon enthusiasts, illustrating that breakthrough accomplishments are born from challenging the status quo with vision and determination. This global campaign marks the first execution for the brand by global creative agency Carmichael Lynch.
“This bold campaign reinforces 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 of global brand marketing, Maker’s Mark. “We know Perfectly Unreasonable will resonate with Maker’s Mark fans, who expect nothing less from us, and new whisky drinkers around the world.”
Perfectly Unreasonable premiered in the U.S. during NBC Primetime this weekend and will include integrations with NBC’s “Late Night with Seth Meyers” as well as ‘The Lonely Island and Seth Meyers’ and ‘Family Trips with the Meyers Brothers’ Podcasts. A fully integrated campaign will roll out nationally and in key markets globally throughout 2025. The hero creative will take 30-second, 15-second and six-second forms across television, streaming, digital and social media, and will be supported via the brand's website, ambassador program and distillery experiences.
For more information, please visit www.makersmark.com.
ABOUT MAKER'S MARK
Maker's Mark® is the iconic handmade Kentucky bourbon driven by a vision for better flavor and a better world. Maker's Mark began with the innovative spirit of Margie and Bill Samuels, Sr., who in 1953, fulfilled their dream to create a delicious bourbon without the bite, using soft red winter wheat instead of rye to enhance the softness, sweetness and signature creaminess. Highly desired around the world, Maker's Mark is handmade, hand-dipped in our signature red wax, and every barrel continues to be rotated by hand and is aged to taste not time.
Always true to the founders' vision, Maker's Mark continues to shape the brand's future through purposeful, flavor-driven innovation. In recent years, the brand has introduced thoughtful, super-premium expressions to its portfolio, including Maker's Mark 46, Maker's Mark Cask Strength, and Maker's Mark Cellar-Aged, all Double Gold winners of the 2024 San Francisco World Spirits Competition, as well as Maker's Mark Private Selection: the brand's custom barrel program.
Advancing its mission to cultivate bourbon that betters the world, while crafting the most flavorful product possible for consumers, Maker's Mark is the largest bourbon distillery in the world to achieve B Corp Certification and the first distillery to achieve Regenified Certification, a reflection of the brand's dedication to sustainable agriculture practices at Star Hill Farm, home to the Maker's Mark Distillery. For more information, visit www.makersmark.com.
ABOUT SUNTORY GLOBAL SPIRITS
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.
WE MAKE OUR BOURBON CAREFULLY. PLEASE ENJOY IT THAT WAY.
Maker's Mark® Kentucky Straight Bourbon Whisky, 45% Alc./Vol. ©2025 Maker's Mark Distillery, Inc., Loretto, KY.