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Coaster
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Bar Mat (1)
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Bar Mat (2)
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Cocktail Napkin
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Serving Tray
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Shot Glass
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Jenga Game
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Program Assets
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Seared & Seared Logo
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Maker's Mark Logo - please visit the DAL to download
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Maker's Mark Bottles - please visit the DAL to download
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Program Concept

This trade-focused event concept turns any account into a smash burger pop-up, and tangibly highlights what makes Maker's Mark 46 unique (and delicious!).
Seared & Seared brings together Maker's 46 and smash burgers for an iconic (and flavorful) pairing. Draw parallels in our process to drive home our signature French oak finish and build affinity for Maker's 46.

Why Pair with Smash Burgers?

The simple connection between 46 and smash burgers will help your guests better understand our process and the impact it has on our pursuit of flavor.
Maker's 46 is finished with 10 seared French oak virgin staves. The Maillard reaction that occurs with the searing of those staves creates the unique flavor experience of 46.
The same Maillard reaction occurs in the searing of smash burgers, also resulting in a unique (and delicious) taste experience.
Maker's Mark started by breaking from convention to create a better bourbon. When we created Maker's 46, we once against rethought the category with a unique French oak finish. Seared & Seared highlights Maker's 46 alongside smash burgers, which are another example of how challenging convention can lead to something great.

Program Concept

An intimate trade and consumer dinner series highlighting everything from the revolutionary flavor to the sustainable practices behind our whisky – and the accounts that live this mission
By partnering with accounts that locally source ingredients and are rethinking the category for the better, Star Hill Supper Club is an invitation to celebrate our shared passions, the pursuit of flavor and that nearly all our ingredients are sourced within 70 miles of our distillery. Help your guests understand the intersections of flavor and connect to Star Hill Farm, even when they’re thousands of miles away from Loretto.

Why Pair with Smash Burgers?

The simple connection between 46 and smash burgers will help your guests better understand our process and the impact it has on our pursuit of flavor.
Maker's 46 is finished with 10 seared French oak virgin staves. The Maillard reaction that occurs with the searing of those staves creates the unique flavor experience of 46.
The same Maillard reaction occurs in the searing of smash burgers, also resulting in a unique (and delicious) taste experience.
Maker's Mark started by breaking from convention to create a better bourbon. When we created Maker's 46, we once against rethought the category with a unique French oak finish. Seared & Seared highlights Maker's 46 alongside smash burgers, which are another example of how challenging convention can lead to something great.

How it Works

1. Identify Partner Account
Identify a partner account to create a smash burger-style pop-up. This can be a "one night takeover," bringing together members of the trade in an informal setting and creating a real sense of camaraderie over good burgers and good bourbon, hosted by Maker's.
2. Welcome Local Trade
Invite local trade to enjoy a burger and bourbon at your pop-up. Greet guests with a Maker's 46 cocktail and make space for mixing and mingling in a laid-back setting. This works best in an informal structure vs. sit-down dinner.
3. Make the 46 Connection
Once guests arrive, take 15 minutes to give an educational talk that makes the connection between 46 and smash burgers. Highlight the Maillard reaction that happens when we sear Maker's 46 staves, similar to what happens when a smash burger is seared, and tell the story of 46.
**Be sure to check with Industry Law and your local team for legal guidelines applicable to your state**

Event Format

Event should be ~2-3 hours
Event is set up to work almost universally with groups large and small, and can have a big impact without pretense.
While originally designed for accounts in the "90," it can also flex for more premium accounts that want to pivot for a laid-back trade night.
Partner account does not need to be known for smash burgers; option to get creative - bring in a partner that is already doing smash burger pop ups, come with smash burgers for the event, or bring in an insured vendor/caterer who can set up black stones if an account has a patio but no kitchen.
Event does not need to be overly structured - your guests should get a chance to enjoy, mix and mingle, while walking away with a clear understanding of what makes 46 special.
Events should be private, invite-only, RSVP'd trade events.

Event Format

Event should be ~2-3 hours
Event is set up to work almost universally with groups large and small, and can have a big impact without pretense.
While originally designed for accounts in the "90," it can also flex for more premium accounts that want to pivot for a laid-back trade night.
Partner account does not need to be known for smash burgers; option to get creative - bring in a partner that is already doing smash burger pop ups, come with smash burgers for the event, or bring in an insured vendor/caterer who can set up black stones if an account has a patio but no kitchen.
Event does not need to be overly structured - your guests should get a chance to enjoy, mix and mingle, while walking away with a clear understanding of what makes 46 special.
Events should be private, invite-only, RSVP'd trade events.

Maker's 46 FAQ

Why was 46 created?
Maker’s 46 is the recipe of Bill Samuels Jr., son of the founders, and the first innovation since Classic was released. Bill wanted to create a new, bolder Maker’s offering without ever changing the classic recipe. 
What are the details of the finishing process?
Maker's 46 is finished with 10 seared, virgin French oak staves, which are placed into a fully-matured barrel of Maker’s Mark bourbon and then left to complete a secondary finish in our climate-controlled limestone cellar.
How does it connect to smash burgers?
A Maillard reaction occurs during our unique finishing process, dialing up the flavor of our bourbon. The same Maillard reaction occurs when smash burgers are seared, also resulting in a unique (and delicious) taste experience.
What does the number 46 stand for?
Why is it called Maker’s 46? Bill Samuels Jr. named this bourbon after he found the perfect seared French Oak Stave that delivered on his taste vision, which the Independent Stave Company had named "Stave Profile No. 46“ for this research project.
What are the tasting notes of Maker's 46?
Aroma:
Hints of toasty French oak, caramel and baking spices
Taste:
Mildly sweet and uniquely layered with deep, rich notes of caramel, vanilla and baking spice
Finish:
Velvety subtle and pleasingly long

Cocktail Features

Serve Maker's 46 cocktails, showing your guests how well 46 stands up in a variety of serves
French 46
• 1.5 parts Maker's Mark 46
• .5 parts simple syrup
• .5 parts fresh squeezed lemon juice
• Top with Sparkling Wine

Add ingredients (except sparkling wine) in a shaker and shake. Top with sparkling wine. Strain into a flute.
Kentucky Buck
• 2 parts Maker's Mark 46® Bourbon
• .5 part fresh lemon juice
• 2-3 strawberries
• 1 dash of Angostura® bitters
• Ginger beer (to top)
• Strawberry for garnish
Muddle strawberries in shaker. Add Maker's 46, lemon, bitters and ice. Shake until well chilled. Strain into a glass over fresh ice. Top with ginger beer and garnish with a strawberry.
46 Manhattan
• 2 parts Maker's Mark 46® Bourbon
• 1 part sweet vermouth
• 2 dashes Angostura® aromatic bitters
• Cherry for garnish
Combine ingredients over ice in a mixing glass. Stir and strain into a chilled cocktail glass up or on the rocks. Garnish with a cherry.

Point of Sale/Enhancements

Note:
This program does not have custom POS associated. Please check with your local team/distributor/Diplomat for any premium Maker's family or Maker's 46 POS that is already available.
Banner
Coaster
Bar Mat (1)
Bar Mat (2)
Cocktail Napkin
Serving Tray
Shot Glass
Jenga Game

Point of Sale

Notes:
This program does not have custom POS associated. Please check with your local team/distributor/Diplomat for any premium Maker's family or Maker's 46 POS that is already available.
Banner
Coaster
Bar Mat (1)
Bar Mat (2)
Cocktail Napkin
Serving Tray
Shot Glass
Jenga Game

Planning Worksheet

download worksheet
location/date(s)
format
materials
pre-promotion
product

What is the event location, and what are dates/times it will take place?

What activities, food, drinks, entertainment are to be included?

What POS, merchandising, displays, menus, signage, gifts are to be included?

What methods will be used to encourage attendance?

What drinks or sampling will be featured and how?

Planning Worksheet

location/date(s)

What is the event location, and what are dates/times it will take place?
Format

What activities, food, drinks, entertainment are to be included?
Materials

What POS, merchandising, displays, menus, signage, gifts are to be included?
Pre-Promotion

What methods will be used to encourage attendance?
Product

What drinks or sampling will be featured and how?
Download Worksheet

Program Goals

distribution
Priority Distribution:
Maker's 46 is the #1 priority for this program
Features
At Host Account
Event:
Minimum 2x Maker's 46 Cocktails
One Month Post Event:
One cocktail from the event featured on the menu
Merchandising
One Month Prior/Post Event:
Prominent 46 Back Bar Placement
Outreach
Pre-Event Invitations:
Use a Maker's Mark SplashThat! Template to invite guests
Event:
Sign-in guest for follow-up