I've been on a tour there before too, and it's a great time. Great photos.
Brian
Stuart Foster
· 7 months ago
Really cool stuff. I had no idea that they did the wax by hand and the 5-7 year aging thing was fascinating. Thanks for sharing.
Alfian Maheru
· 7 months ago
That was a good strategy to spread their brand by letting people get a glimpse of how the Maker's Mark bourbon is being processed. I bet the viral marketing strategy does increase bourbon sales at some certain percentage.
My Deal
· 7 months ago
I am not a bourbon connoisseur, but the story behind their brand is pretty amazing. I like the historical aspect that they offer. I never realized they aged bourbon 5 - 7 years, they must either have one HUGE place for storing the liquor, or they don't make it very often.
Anyway, great piece and great pics too. :) cheers.
Danny Brown
· 7 months ago
Hmm, so let's see.
1. Family value brand.
2. No false sales spiel.
3. Great ad company behind them.
4. Look after their employees.
5. Open to public and encourage interaction.
And businesses that think it's all about the sale (and the human interaction is a side note) wonder why they're struggling?
People don't buy products. People buy the people behind the products. Sounds like Maker's Mark could teach a few businesses about real success.
Course, having Jason in your court is a MAJOR plus.
Andy Chapman
· 7 months ago
You are one lucky bastard. ;) I'm about to tour mine over the rocks shortly!
Pre Priyadarshane
· 7 months ago
Great photos. I love Makers Mark and never knew all this. Fascinating!
Marti_L
· 7 months ago
That was really interesting! I've only had Maker's Mark once, but it was very nice - now I know why!
Sending you an your family good wishes for a wonderful Memorial day weekend!
Mike
· 7 months ago
Big East Tournament in 2005 and Makers Mark was doing a promo across the street from MSG at the restaurant we were in. We ordered Jack & Cokes but the bartender and Makers Mark guy asked us to try Makers Mark.
Instant customer. Plus they gave me a really cool pen that I still use today...has the big Makers Mark wax treatment look to it.
Rebecca Caroe
· 7 months ago
lovely summary, Chris. And if you are a 'service' brand do you think the same effect can be created by office tours, call center visits and webcams into the reception area or cafeteria?
B2B definitely runs on different rules from B2C.
Josh Chandler
· 7 months ago
so, that is the Zappos.com tour and the Maker's Mark tour that I need to do in my lifetime, it's sounds as though the experience was really inspiring, and why is it that companies are aiming for the mass and producing a substaintial size company product range, when the niche and small size industry show everyone how to really broadcast the passion and knowledge of the product, and create a stronger more lasting brand which can be transposed to multiple levels in the industry!
edwardboches
· 7 months ago
There are some brands like this. Dancing Deer cookies, Timbuktu courier bags, Ibex outdoor clothing. They're brands that aren't simply products, they are cultures and causes. Developing, nurturing and perpetuating a culture is one of the most important things a brand or company can do. It calls for (initially, anway) a visionary leader, clear and consistent standards, little or no tolerance for cynics, careful hiring and, most important, practicing behavior consistent with your declared beliefs.
David
· 7 months ago
Like it - I used to sell equipment to the Scotch Whisky industry and there were a lot of similar stories back then. I'm actually enjoying a nice Glenmorangie at this very moment :-)
I think it makes sense to highlight US companies that take care of and appreciate their people, rather than being greedy and outsourcing their jobs. It is the only way to build a lasting business based on real value - not chasing this months sales numbers.
I'm a huge believer that Human Passion is a crucial factor!
MargotH
· 7 months ago
Chris: How might the way you design a premium brand social media strategy differ from any other brand?
ShawnPhillips
· 7 months ago
Chris,
You said it, "You can't fake passion." You are dead-on right and yet that fact does not deter people from trying to every single day. Be in the paper-thin infomercial products or the cheesy game show host... or how about so-called, "reality TV."
Ironically, in reality-TV it's the authentic moments of passion, usually set up to heat people up, that people are paying for--watching for.
Passion is authentic, it's real and it's as evident in a person as a product. One is simply the extension of the other. When one focuses on Profit, they often ignore Passion -- so often these are Competing P's....
Going for Profit at the sacrifice of Passion is backwards, it's the wrong direction for while it may seem to work in the short run, it's only Passion that is sustainable and that will create the exponential homerun.
I've been in the health, fitness and nutrition business for 20 years (hard to believe) and have always chosen Passion as the litmus test, the reason for being. In my current carnation of business I create the world's finest, premium Nutrition Shake, Full Strength for men. It's an insane business to be in on paper... nothing about it makes sense. It's more expensive than the low-grade competitors (by category only at the competitors) and it costs many times more to make. The margins are lower than any supplement, it's built in small batch, high control...
And it's been a steady challenge to grow but it does so without any advertising, via true word of mouth. It's a special nutrition shake that people get when they try it... they feel it. They know, instinctively that it's something more, something special...
I wouldn't be in this business if it weren't for my passion and while if I were not, I'd have less stress, more time on my hands and probably more money but there's be a lot less meaning and I would not have impacted as many lives.
Great article. Rebecca made a good point in the comments below. B2B runs differently than B2C, and made some suggestions to help build the brand. Any other thoughts?
Beth
Travis
· 3 months ago
I'm a big fan of Maker's (as I am with most fine bourbons) and it's cool to see everything that goes into their production scheme here
All Comments
Brian
Anyway, great piece and great pics too. :) cheers.
1. Family value brand.
2. No false sales spiel.
3. Great ad company behind them.
4. Look after their employees.
5. Open to public and encourage interaction.
And businesses that think it's all about the sale (and the human interaction is a side note) wonder why they're struggling?
People don't buy products. People buy the people behind the products. Sounds like Maker's Mark could teach a few businesses about real success.
Course, having Jason in your court is a MAJOR plus.
Sending you an your family good wishes for a wonderful Memorial day weekend!
Instant customer. Plus they gave me a really cool pen that I still use today...has the big Makers Mark wax treatment look to it.
B2B definitely runs on different rules from B2C.
I think it makes sense to highlight US companies that take care of and appreciate their people, rather than being greedy and outsourcing their jobs. It is the only way to build a lasting business based on real value - not chasing this months sales numbers.
I'm a huge believer that Human Passion is a crucial factor!
You said it, "You can't fake passion." You are dead-on right and yet that fact does not deter people from trying to every single day. Be in the paper-thin infomercial products or the cheesy game show host... or how about so-called, "reality TV."
Ironically, in reality-TV it's the authentic moments of passion, usually set up to heat people up, that people are paying for--watching for.
Passion is authentic, it's real and it's as evident in a person as a product. One is simply the extension of the other. When one focuses on Profit, they often ignore Passion -- so often these are Competing P's....
Going for Profit at the sacrifice of Passion is backwards, it's the wrong direction for while it may seem to work in the short run, it's only Passion that is sustainable and that will create the exponential homerun.
I've been in the health, fitness and nutrition business for 20 years (hard to believe) and have always chosen Passion as the litmus test, the reason for being. In my current carnation of business I create the world's finest, premium Nutrition Shake, Full Strength for men. It's an insane business to be in on paper... nothing about it makes sense. It's more expensive than the low-grade competitors (by category only at the competitors) and it costs many times more to make. The margins are lower than any supplement, it's built in small batch, high control...
And it's been a steady challenge to grow but it does so without any advertising, via true word of mouth. It's a special nutrition shake that people get when they try it... they feel it. They know, instinctively that it's something more, something special...
I wouldn't be in this business if it weren't for my passion and while if I were not, I'd have less stress, more time on my hands and probably more money but there's be a lot less meaning and I would not have impacted as many lives.
Here's to finding passion and following it!
Thanks for the reminder!
Passion is the Path.
Shawn Phillips
Creator, Full Strength Nutrition
Author, Strength for LIFE
Beth