What Maker’s Mark bottle can teach you about label copy

Image courtesy of Maker’s Mark

In recent years, the entry-level bottle by Maker’s Mark has become increasingly popular in Australia, being profiled on the liqueur shelves behind most bars.

It’s really good value, goes well in a number of cocktails, looks great on display, and champions a charming story—which, I might add, just might be the four most important marketing elements of a liquor.