New Maker’s Mark Bourbon Variety
Paul Clarke of the Serious Drinks blog posts about Maker’s Mark, one of America’s most popular bourbons, releasing a new variety of whiskey.
Link: http://tinyurl.com/yca36kd
The new Maker’s variety will be aged for an extra few months in toasted oak barrels, giving the bourbon a slightly different flavor than the traditional Maker’s offering. Clarke points out that Maker’s isn’t the first bourbon or whiskey to experiment a little with new varieties, as Brown Forman’s Woodford Reserve has released several different bourbon variations as part of its Master’s Collection series. But Maker’s is among the first to experiment with a new variety that it sells as part of its regular product line.
Maker's Mark
The upshot is that we’re seeing a continuation in the trend of what we at 200 Proof call Liquor Specialization. Brands are recognizing that, as part of the cocktail renaissance, many consumer palettes are becoming more sophisticated and people are taking a stronger interest in liquor as a whole. As such, there is opportunity for companies like Maker’s Mark to extend their product lines, creating different variations that cater to different consumer preferences. In the same way that oenophiles prefer Merlots or Cabs or Pinots, perhaps the new liquor aficionados will develop their own tastes in bourbons — with preferences ranging from the wood used for barrels to how long it was aged.
