Beam makes its mark in Leeds
Beam Global UK has joined forces with the UK on-trade to promote Maker's Mark as part of its ongoing investment in the bourbon category.
The company has asked 700 art students from Leeds Metropolitan University to compete for the chance to be one of 10 artists commissioned to create a bespoke piece of art inspired by Maker's Mark. The initiative has been supported by outdoor advertising at more than 100 sites across Leeds.
The students' artwork will be displayed at 10 influential Leeds bars in June, promoted through an Art of Maker's Mark exhibition guide distributed across the city. The artwork will form Leeds' biggest art exhibition, displayed collectively at a special launch including projections of artwork across the city-centre Queen's Hotel.
Consumers can vote for their favourite submission and enter a competition to win a trip for two to Kentucky. The artist with the most votes wins a £1,000 bursary to support their artistic endeavours.
Maker's Mark will also leave its mark by blasting off the grime and dirt from the city's pavements and walls with a high-powered water-jet and a set of stencils to create graffiti art.
All participating bars will be offered a range of PoS materials to support the event, plus training from Maker's Mark brand diplomat Jane Conner.
Bartenders will be encouraged to create a signature cocktail for prizes, while those who talk up the activity and brand to consumers could receive rewards from mystery shoppers.
Educational and cocktail sessions will be run in Leeds firms, where office staff can dip a bottle of Maker's Mark in the signature red wax.
Beam Global UK marketing manager Aileen Nicol said: "The Leeds activity is building a connection with consumers, while bartenders are encouraged to share category knowledge and drive sales by creating exciting new ways to serve Maker's Mark."
"Maker's Mark is the oldest operating hand-crafted whiskey distillery in the US still using the same methods that started the brand more than 50 years ago.
"It is the only operating bourbon distillery to make whiskey in batches of only 19 barrels — the traditional standard for small-batch whiskey," Beam added.
