Controversy shook the whiskey world last month.
But unless you’re a devoted whiskey drinker or live close to Loretto, Kentucky, you probably didn’t notice the news.
Maker’s Mark, a company with a fiercely loyal following, announced it was lowering the alcohol content of its whiskey due to overwhelming demand.
You see, making a batch of Maker’s Mark takes at least six years. So diluting existing reserves is the fastest way to increase supply.
The decision triggered an instant uproar, especially on social media. After all, Maker’s Mark execs essentially admitted they would soon offer a lower-quality product.
Then, about a week later, CEO Rob Samuels and Chairman Emeritus Bill Samuels, Jr. announced via a link on Twitter, “We are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof).”
For the most part, the media attacked Maker’s Mark management for its foolishness. But I still believe, besides deciding to water down its whiskey (and not embracing the scarcity and social proof the situation offered), the company makes many smart moves that business owners/entrepreneurs can learn from and incorporate into their marketing efforts.
First, it’s worth noting that the dilution decision was initially announced to “Maker’s Mark Ambassadors,” an all-volunteer group that fuels the company’s marketing engine. As official card-carrying members, these company advocates get gifts to help spread the Maker’s Mark message.
(The promotional 
items — such as bottle sweaters, gift boxes/wrap and stickers — are so popular that people auction them off on eBay! Can you imagine … a company’s marketing materials so in demand that customers sell them?)
As an Ambassador, you also get your name engraved on a barrel of aging bourbon, an opportunity to buy a bottle of Maker’s Mark from “your” batch (when it’s ready), updates on the aging of your bourbon, invites to exclusive events, and several nomination cards to recommend others for the group.
In effect, your Ambassador status gives you a level of ownership in the company — and membership doesn’t cost you a single cent.
Brilliant!
Keep in mind, Maker’s Mark does not promote its Ambassador program. Advertisements never mention it. In-store displays don’t show it. And on the website, you need patience and a little luck to uncover the registration page.
Maker’s Mark also won’t reveal how many members are in the group. But the count likely reaches well into the thousands. (A Maker’s Mark Ambassadors group on Facebook alone has 10,232 members.)
Pretty impressive, isn’t it?
In addition to regular communication with Ambassadors through snail mail, the company is active via e-mail and social media.
These conversations involve people who want to hear from Maker’s Mark — not an interrupted audience that hasn’t asked for communication from the company (as is the case with most marketing messages).
Ambassadors are treated as friends. They receive behind-the-scenes access to company operations … sneak peeks at new products … and, in general, communication that makes them feel special.
The result is incredible loyalty.
Furthermore, just as if from a friend or family member, e-mails from Maker’s Mark come to Ambassadors in text format. There are no fancy graphics, dull templates or exaggerated logos, as are common with most companies’ e-mail communication.
The relationships created by Maker’s Mark marketing even carry over to the Ambassadors themselves. After your name is added to a barrel at the company’s distillery, you receive photo proof and then opportunities to communicate with your other 29 barrel mates.
Now, I’m not an Ambassador (I interviewed several for this post), but I think we can assume the primary conversation topic isn’t the weather. They, of course, chat about whiskey (and, in all likelihood, Maker’s Mark).
Unfortunately, rarely do businesses apply a fraction of the effort Marker’s Mark does in creating loyalty and an audience of advocates. The marketing attention instead revolves around creating instant sales, especially when leads dry up.
Remember, your marketing must develop relationships before it can drive profits.
So when was the last time you communicated with your prospects and clients for a reason other than pitching your product or service?
Photo credits: Rich Snyder–Jetarazzi Photography, matt.ryan620, Taoist Biker and Dyskinesia
