Maker's Mark art to set Leeds alight

13 June, 2008

Beam Global UK is hoping to drive sales of its Maker's Mark handcrafted Kentucky Bourbon whiskey with an art competition.

It has invited 700 art students from Leeds Metropolitan University to compete

to be one of 10 artists commissioned to create a bespoke piece of art inspired by the brand. Outdoor ads at more than 100 sites across Leeds, including bus stops, will

promote the competition.

The artwork will be displayed in bars across Leeds in June,

when consumers

can vote for their favourite

and

win a trip for two to Kentucky. The artist with the most votes will win a bursary of 1,000 to support their artistic endeavours.

Marketing manager Aileen Nicol said: "There is a real art to making Maker's Mark and our campaign reflects the brand's creative roots, which began in 1943, when Bill Samuels Senior burned the family's 170-year-old Bourbon recipe and set out to create a more distinguished, smoother style of Bourbon."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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