In today’s world of endless options, it’s not enough for brands to stand out with quality products alone – they need values that resonate. This is especially true in the spirits industry, where craftsmanship and tradition matter, but modern consumers, particularly younger ones, demand authenticity and purpose. In this competitive space, brand purpose isn’t just a nice-to-have; it’s essential.
Maker’s Mark: Purpose-Driven and Planet-Conscious
Maker’s Mark stands apart with its deep commitment to sustainability. In 2022, it became the world’s largest Certified B Corp distillery – a game changer in the bourbon world. From its regenerative farming efforts to solar energy and its innovative Glass to Garden program, Maker’s Mark proves it’s not just talking about sustainability; it’s living it. For younger drinkers concerned about the future of the planet, that’s not just cool – it’s crucial.
Recently, the Association of National Advertisers (ANA) invited Doe-Anderson’s VP and Group Brand Strategy Director Jennifer Billiot Garrett and Maker’s Mark General Manager Kim Harmon to talk with their Brand Purpose Committee about how Maker’s Mark is raising the bar for sustainability in the industry. Here’s a peek into their conversation.
Authenticity From the Top Down
Both Kim and Jenn were drawn to Maker’s Mark because the leadership walks the talk.
KIM: “I was on a work trip here and just walking around the beautiful campus when I bumped into Rob Samuels, the grandson of the founders. His passion for the brand was undeniable. It was real, and it drew me in. I wanted to be part of this. What’s amazing about our B Corp journey is that it’s not just about the environment – it’s about the people, the community and truly being a force for good.”
JENN: “When I first set foot on the Maker’s Mark grounds, I knew they were different. They weren’t just talking about sustainability – they were doing it. This brand has always thought in terms of 100 years down the road. Bill and Margie Samuels didn’t just build a bourbon brand; they built a legacy of conservation.”
Sustainability at the Heart of Every Decision
Long-term sustainability isn’t just a buzzword at Maker’s Mark – it’s a way of life.
KIM: “Rob always pushes us to have an ‘infinite mindset.’ Whenever we’re at a crossroads, he asks, ‘What’s the right thing to do?’ And suddenly, decisions get a lot easier. That focus on doing what’s right for the planet and people – it’s freeing and it’s powerful."
JENN: “Bill and Margie chose the distillery location due to the wealth of natural resources – such as the purest water filtered from a limestone shelf. You can tell when you visit that they’ve designed everything with the land in mind. They even own the watershed and have turned it into a natural sanctuary. The site is a farm and distillery, but it’s also a thriving ecosystem.”
Learning From Failure and Moving Boldly Forward
Failing isn’t feared here – it’s expected.
KIM: “Big initiatives come with failures, and we’ve had our share. We’re upfront about it. Our zero-landfill initiative? It taught us a lot, but we made mistakes along the way. The important thing is we’re always learning, getting better and encouraging bold innovation.”
Connecting With the Next Generation of Drinkers
Younger consumers want more than just a good bourbon – they want a brand with purpose.
JENN: “Younger generations want to consume differently, regeneratively. We’re showing how consumption can lead to creation - how bourbon can lead to regenerative agriculture and conservation of nature. Programs like Glass to Garden, where people recycle glass bottles into community garden soil, are great examples of how conventional means of consumption can create something new. The more you support Maker’s Mark, the more you’re supporting independent farmers, regenified soil and agriculture, white oak preservation…adding up to a truly regenerative approach to production.”
Making Sustainability Accessible
Consumers want to engage with sustainability – even passively.
JENN: “Younger consumers report conversion if the brand in consideration aligns with their values and is taking real action. In just six years, Maker’s Mark on shelves will be fully regenified-certified. That means reviving countless acres of farmland can be as easy as enjoying a glass of bourbon.”
Experience the Land Behind the Brand
To really understand Maker’s Mark, you’ve got to experience it.
JENN: “Star Hill Farm, where the distillery is located is aptly named - it’s like this beacon on a hill, an ideal to reach for. What’s particularly inspiring is the brand's ability to set a goal and achieve it through action. Putting promise into practice.”
KIM: “We want people to come down, see the land, visit our innovation gardens, and walk through our apiaries and mushroom gardens. You can even see the sheep and Wagyu cattle that graze the land. Every part of this place is designed to reflect the values that make Maker’s Mark special.”
Conclusion: Raising the Bar for Spirits and Sustainability
Maker’s Mark isn’t just a leader in bourbon; it’s a leader in sustainability. Through decades of innovation and an unwavering commitment to doing what’s right, the brand has built a legacy that resonates deeply with today’s consumers. Younger generations aren’t just looking for a good drink – they’re looking for brands with a purpose. And Maker’s Mark, with its bold vision and authentic leadership, is setting the standard.
Doe-Anderson and Maker’s Mark have been partners in brand growth for over 50 years. Special thanks to the ANA and the Brand Purpose Committee for highlighting this important conversation, shaping the future of how brands engage with consumers and the planet.
Doe-Anderson has recently achieved B Corp certification as an agency. Read on to see why we pursued this distinction.
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