Maker’s Mark celebrates latest limited City Series in JFK International activation
At the ribbon-cutting ceremony: (Left to right) Gareth Jones - Suntory Global Spirits General Manager GTR Global Accounts and Americas; Roel Huinink- JFKIAT President & CEO; Thylia Byas - DFS Interim General Manager US Division; Dorothy Lam - DFS Associate Director, Merchandising; Sandra Fernandez - DFS Product Sales Manager;
Chloe Lloyd-Jones - Suntory Global Spirits VP Global Maker's Mark Brand and Nathan Ellingson - Regional Director Americas GTR
Suntory Global Spirits, a world leader in premium spirits, has partnered with leading luxury travel retailer DFS Group in a high-profile experiential activation space at Terminal 4 at New York’s John F. Kennedy International Airport to showcase Maker’s Mark Kentucky Bourbon.
As the busiest airport in North America for international travel, JFK is the perfect showcase to highlight the company’s commitment to travel retail, while celebrating Maker’s Mark’s limited-edition Wood Finishing City Series New York expression, available exclusively at the JFK Terminal 4 activation.
To celebrate the launch of the expression, Maker’s Mark has created a large-scale activation, running from April through September, for travelers passing through JFK Terminal 4. Designed to pique the interest of whisky enthusiasts in an unconventional way, the pop-up will engage visitors with Maker’s Mark brand experiences and showcase a range of Maker’s Mark expressions, including Maker’s Mark 46, Maker’s Mark 101, and the 2024 release of Cellar Aged.
The Spirit of New York City: Exclusive to JFK International Airport
During peak travel times, Maker’s Mark will serve its signature Gold Rush cocktail - available for Legal Drinking Age-compliant travelers. To further elevate the shopping experience, with a qualifying purchase, travelers will receive a branded gift with purchase from a selection including a duffel bag and screen-printed NYC tote bag.
Chloe Lloyd-Jones, Vice President, Global Marketing, Maker’s Mark, said, “Engaging retail experiences like this reinforce how Maker’s Mark is unique in its uncompromising commitment to excellent bourbon, as well as the personal and unconventional ways we communicate to consumers.”
Ashish Gandham, Managing Director, Global Travel Retail, commented, “We’re excited to unlock new opportunities that bring our Suntory Global Spirits brands to life, including Maker’s Mark, and engaging new whisky drinkers and travelers from around the world.”
The prominent T4 location is perfect for celebrating the sense of place that underpins the concept of this limited-edition release. Designed to drive footfall, conversion and trade-up, the pop-up features eye-catching visuals at the entrance, highlighting the Wood Finishing City Series New York expression and its exclusivity to JFK.
The Wood Finishing City Series New York expression is bottled at cask strength and features layers of oak, spice and dark chocolate, with a long, rich finish
Daniel Licari, Senior Director of Merchandising, DFS Group, commented, “The Maker’s Mark shop-in-shop embodies the strength and vision of our partnership with Suntory Global Spirits. With the continued growth of premium American whiskey, we’re excited to showcase Maker’s Mark and the in-store exclusive Maker’s Mark Wood Finishing City Series – New York expression. We are grateful to Ashish Gandham, Managing Director GTR, and the Suntory team for their trust and collaboration as we embark on this journey together at JFK Airport T4.”
The Maker’s Mark Wood Finishing City Series is a GTR-exclusive collection that captures the unique character of some of the world’s most dynamic cities including Sydney, Frankfurt and Singapore. The series is an extension of the brand’s beloved Wood Finishing Series, which uses an innovative wood stave-finishing technique to enhance distinctive characteristics already present in Maker’s Mark Classic.
“This City Series presents a Maker’s Mark expression that’s both bold and inviting,” said Beth Buckner, lead blender, Maker’s Mark. “Dark chocolate and warm baking spices create a complex profile that has character and leaves a lasting impression – much like the people, cocktails and culinary scene in New York City.”
