Whisky is not only distilled, it’s grown. Our brief was to set a positive example as a B Corp and global spirit brand that protects natural resources. Since the beginning, our vision has been to protect and replenish the natural resources we need to make the best bourbon we can for as long as we can.

Our objectives were twofold: to impact the natural resources themselves by reducing carbon emissions, planting oak trees, farming sustainably and protecting water sources; and to bring awareness to the ways consumers can drink sustainably.

In 2022, Maker’s Mark became the world’s largest B Corp Certified distillery. Instead of just announcing that fact to the world, we launched a campaign that created and spread the use of regenerative farming practices, expanded the world’s largest white oak tree repository, advanced forest preservation through gene mapping of indigenous trees and created a pilot program that used the glass waste from our packaging to create and preserve local soil supplies.

As the world’s largest B Corp distillery, the brand is committed to bold, proactive, regenerative actions that set a positive example for the category and consumers. Except sustainability isn’t a strong gauge for what consumers see as “good” bourbon. Right now, good bourbon is whisky that tastes good.

So, we went after the next generation of whisky drinkers who value sustainability and protecting the environment. We wanted to develop a campaign that brought this audience into the sustainable drinking movement.

To expand the definition of “good” bourbon to our target audience, we would need to:

--Improve awareness for bourbon as an agricultural product that should be made thoughtfully

--Provide avenues for consumers to participate in regenerative actions at the local level

In 2022 we employed a global, integrated approach that focused on specific initiatives the brand is taking to protect and replenish the natural resources we need to make the best bourbon we can. This took the form of a multichannel strategy, including a social campaign that educated our audience on how we are protecting and replenishing our key resources of wood, water and wheat; media outreach announcing our B Corp Certification; and avenues for consumers to participate in sustainable and regenerative actions.