VinePair Podcast
Bourbon Isn't Taking Any Chances
Feb 24, 2025
The hosts dive into Maker's Mark's new ad campaign targeted at young drinkers, sparking a debate on the bourbon industry's proactive approach. They explore trends shaping the bourbon landscape and the historical challenges distilleries face. The discussion also touches on the complexities of bourbon exports to Europe amid rising local whiskey production. With a nod to community and quality, they highlight the evolving tastes of the next generation and the importance of innovative marketing in keeping the spirit alive.
20:36
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Quick takeaways
- Maker's Mark's new ad campaign signals a strategic shift to keep bourbon appealing to younger consumers amidst declining popularity.
- The bourbon industry's current challenges, including competition and market fluctuations, highlight the need for brands to remain adaptive and proactive.
Deep dives
Celebrating Tequila Don Julio
Tequila Don Julio stands out as a symbol of authentic Mexican craftsmanship, illustrating the deep connection between love for the land and exceptional tequila production. The founder, Don Julio Gonzalez, made decisions motivated by passion, a trait still evident in the way Mexicans live and celebrate their culture today. The personal anecdotes shared about enjoying Don Julio's various offerings, including Blanco in cocktails and Reposado for sipping, highlight its popularity among locals and how it embodies the spirit of Mexico. This emphasis on quality and community reinforces the brand's reputation, creating a strong appeal for both casual drinkers and aficionados alike.
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