Whisky producers: be honest and straight-forward when marketing your product
I’ve been reading comments like this about the new Maker’s Mark “46″ Bourbon everywhere, not just in The Huffington Post. It’s the headline of most articles announcing the new bourbon, like here in Forbes. And when it’s not in the headlines, its usually stated somewhere in the article itself, like here in the Philadelphia Inquirer. Heck, it was even the headline in the press release put out on the wire.
While the statement sure is catchy, it’s not completely accurate. It’s really the third new Maker’s Mark bourbon in more than 50 years. In addition to Maker’s 46, there was a 101 proof Gold Wax expression (basically a higher proof version of the standard Red Wax bottling) and also a Black Wax “Select” which had older whiskeys in it. (I have included a photo of my bottle of the Black Wax version, next to a Red Wax bottle, below. I drank the two Gold Wax bottles I had.)
These whiskeys were not released in the U.S. (I picked up my bottles in Duty Free.) Still, they are different expressions of Maker’s Mark.
Don’t get me wrong. I really like the new Maker’s 46. And I have great respect for Bill Samuels, Kevin Smith (Master Distiller at the time), and the rest of the team at Maker’s. I just think that saying it’s the first new Maker’s Mark bourbon in over 50 years is stretching the truth a little bit.