By Andrew Starke
Maker's Mark was the fastest growing spirit brand in Australia for sizable brands (more than 1,000 9L cases sold) for the quarter to March 31 2010, with Beam Global Australia delighted the brand has finally claimed ‘its place in the sun’.
According to a Nielsen Scan Track Liquor report, sales of Maker’s Mark jumped 80.3 percent over the quarter with whisky rival Jack Daniel’s Gentleman Jack in second place with a 67.6 percent improvement.
Beam Global Spirits & Wine marketing director Asia Pacific, James Sykes, and Jim Beam Brands senior brand manager, Trent Chapman, told TheShout that they were always confident that Maker’s Mark would land on its feet in the Australian market.
“The Maker’s Mark brand seems to carry a contagious glory at the moment,” said Sykes. “Its drinkers have always been dedicated to the brand and prepared to spend a little extra for their favourite.”
Sykes said Maker’s Mark had taken market share away from bourbon and North American whisky rivals Jack Daniel’s, Wild Turkey and Beam Global Australia stablemate, Jim Beam Black.
Chapman attributed the growth to five years of steady investment in the on-trade segment where, unlike Jim Beam Black, it is rarely sold in bundle deals.
The Nielsen statistics cap a good month for the premium handmade bourbon whiskey brand after Maker’s Mark received several high rankings and an award in The Power 100, which charts the world's most powerful spirits and wine brands.
Maker’s Mark was ranked as the 17th most powerful whiskey brand, 5th on the “Premium Price Positioning” list and 66th out of the 100 most powerful spirit and wine brands in 2010.
In addition, the brand received the prestigious Star Performance Award 2010.
“This report is a great indication of the strength and future growth potential of Maker’s Mark,” said Beam Global Australia brand director – bourbon portfolio, Ray Noble.
“We will continue to build the premium bourbon category in Australia with Maker’s Mark and its unrivalled quality and attention to detail.”