Maker’s Mark is known for its distinctive red wax seal; how do you maintain this iconic tradition while innovating?
To appreciate my grandparents' vision, it's essential to understand our family's whisky-making legacy in Kentucky, which spanned 160 years before Maker's Mark. They dreamed of breaking from tradition, ultimately reimagining what bourbon could be. Before Maker's Mark, elevated bourbon whisky didn't exist as a category. My grandfather, a craftsman with a vision for rich, creamy, balanced flavor, inspired my grandmother to honor his vision for handcrafted bourbon. He believed in full sensory engagement as the essence of handmade quality. My grandmother celebrated this vision with the Maker's Mark name and bottle design. The star SIV on the glass and label reflects their commitment. She insisted that every label be printed and torn by hand, finishing each bottle to celebrate the individuality and handmade essence of every drop.
Can you discuss the small-batch production process and how it impacts quality?
My grandfather, Bill Samuels, Sr., broke down each step of the process with his flavor vision in mind. He believed that producing his bourbon in small quantities would improve not only the quality but also the consistency. Seventy years later, Maker's Mark still produces the equivalent of 24 barrels per batch. We use soft red winter wheat as the flavoring grain and water from our spring-fed lake on our property, where we also own the entire watershed. We slow-cook the Samuels family yeast strain, which we propagate on-site, and distill at a low proof to preserve the grain character through distillation. We then rotate every barrel through the maturation process for consistency.
What sustainability initiatives have you implemented at Maker’s Mark, particularly concerning water conservation?
When I meet visitors at the distillery for the first time, I always tease them, wondering who would build a business so far out in the middle of nowhere. However, my grandparents chose this remote location for its natural environment and water source. Today, we utilize almost 100,000 gallons of water daily from our spring-fed lake and own the entire watershed.
Three years ago, we became the first distillery in Kentucky certified as a B Corp, reflecting our sustainable practices. We are a Net Zero landfill operation, meaning nothing from our production ends up in a landfill. Our solar array offsets all energy usage for our warehouses and hospitality operations. Additionally, we were the first distillery to be certified by a third party for sourcing regeneratively grown grain. All our corn and wheat, which constitute 86% of our mash bill, are grown within 30 miles of the distillery and certified as regeneratively grown. This approach is not only better for the environment but also enhances flavor intensity.
Becoming B-Corp certified aligns with our values and commitment to our team. With only about 3,000 companies globally achieving this certification, we are proud to be part of a community that prioritizes higher-purpose values in their operations.
What new product developments or expressions are you most excited about?
For 60 years, we were the only distillery in the world to make one product. Our founder's vision is our North Star, guiding not just our culture and team engagement but also our innovation. This was clearly reflected in the fall of last year when we launched our first-ever extended age release, called Cellar Age. Due to the extreme climate in Kentucky and first-use cooperage, oak bourbons pull out tannins, which can have an abrasive taste profile. Therefore, we had always resisted the idea of over-aging bourbon. However, our one-of-a-kind limestone whiskey cellar on the property allowed us to control the climate and push flavor boundaries consistent with our founder's taste vision. Thus, the Cellar Age Maker's Mark of 2020 represents a significant innovation for us.
