Monday, April 5, 2010

The Legend of Maker's Mark.

Press releases typically end with a capsule description of the product or company. These short paragraphs are rarely printed with the release. They are there as background for the reporter or editor. They're usually pretty dry, but Maker's Mark being Maker's Mark, theirs get the tone right as well as the facts.

What you might call the Maker's Mark foundation myth has evolved over the years. Here is the current version, taken from the press release about the Cuervo lawsuit.

"In 1954, at a small Victorian distillery in Loretto, Ky., Bill Samuels, Sr., made the first 19 barrels of whisky, which six years later would herald the modern era of Bourbon. Using limestone water from the distillery’s spring-fed lake and a mash consisting of corn, barley and soft, red, gentle winter wheat, Mr. Samuels created a Bourbon that brought 'good taste' and 'taste-good' together for the first time. Today, Maker’s Mark continues to handcraft its bourbon exactly the same way, in small batches by passionate individuals who are committed to craft, heritage and tradition. Maker’s Mark Bourbon whisky is 45% alc./vol., and is distilled, aged and bottled by the Maker's Mark Distillery, Inc., in Loretto, Ky."

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