Judson's Maker's Mark Barrel Dedication Certificate
About 16 months ago my wife and I were blessed with a beautiful baby daughter, and in a few short months I’ll be a proud papa again. Now I find out that I have another “newborn” I didn’t know about … my very own barrel of Maker’s Mark bourbon.
About nine months ago I signed up to be Maker’s Mark “Ambassador” and I forgot my name was going to be etched in a barrel with about 20 other Ambassadors. The other day I received a nice looking birth certificate, and in about seven years I’ll be able to buy a special bottle of my bourbon. I can even visit it if I want.
The whole experience is interesting from a marketing perspective. It is definitely geared for the truly loyal customer. Maker’s Mark has sent me several high-end direct mail pieces, and I even have a stash of Ambassador business cards (to hand out to friends?). I guess I can see being jacked about this program if I was truly loyal. Truth is, I do like Maker’s Mark, but I signed up really hoping to receive some good swag.
I don’t see much in the program so far that will directly make me drink more bourbon – like coupons or even bourbon recipes – or anything that would cause me to become particularly loyal. Seems to me that aside for updating my profile with them occasionally, the only way they’ll know I am loyal is if I make the trip to Kentucky to visit my future newborn. Or, if in seven years I actually buy the special bottle. Seems like a long time to wait.
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