Suntory Global Spirits has commenced a marketing campaign for its Maker’s Mark bourbon in the US ahead of a global rollout this year.
Led by a TV advert, directed by Marcus Söderlund, ‘Perfectly Unreasonable’ featured on NBC Primetime over the weekend in Maker’s Mark’s home market. The spot features as part of a wide campaign that is set to roll out nationally and in “key markets globally” throughout 2025.
Backing the ad will be 30-, 15- and six-second versions for streaming channels as well as digital and social media appearances. Financial details about the wider campaign were not disclosed.
“This bold campaign reinforces … the personal and unconventional ways we communicate to consumers,” said Maker’s global brand marketing VP, Chloe Lloyd-Jones, who joined SGS last months having spent six years with Bacardi, almost three of which were as brand VP for Patron tequila.
Late last week, SGS parent Suntory Holdings booked a 1% increase in sales from its alcohol divisions for the 12 months of 2024. While Maker’s performance was not reported on by the group in its results, sibling American whiskey Jim Beam was up by single digits in the year.
