Latest news with #Maker'sMark
Time of India
5 days ago
- Business
- Time of India
Brandy boss Tilaknagar eyes Imperial Blue in $600 million whisky chase
Tilaknagar Industries , the maker of Mansion House and Courrier Napoleon brandies , is the frontrunner in the race for the Imperial Blue whisky brand being sold by the French alcobev major Pernod Ricard , people familiar with the matter told ET. The brand has an estimated enterprise value of up to $600 million, and a deal will mean the largest M&A in India's liquor industry in more than a decade after Diageo 's buyout of United Spirits in 2013 for $1.9 billion. Inbrew Beverages , established by London-based serial entrepreneur Ravi Deol, is also in the reckoning. However, Pernod Ricard has found Tilaknagar's offer to be better, the people said, though Inbrew is not completely out of the running. As preferred party, Tilaknagar, which is India's fifth-largest alcoholic beverage firm by market cap, has been asked to submit a binding bid by June 23, the people said. Adding shine to brand, expanding portfolio Any potential deal will be financed through a combination of internal accruals, bank borrowings and private equity funding, they added. Japan's Suntory Holdings, owner of Jim Beam and Maker's Mark whiskies, initially showed interest in Imperial Blue but decided not to pursue the deal, they added. For homegrown Tilaknagar, led by Amit Dahanukar, a successful acquisition of Imperial Blue would help expand its brand as well as non-brandy portfolio. While brandy is a dominant category in Tilaknagar's portfolio, the company forayed into whisky in 2012, leveraging flagship brand Mansion House. However, more than 90% of its sales still comes from brandy. During its earnings call on May 21, chairman and managing director Dahanukar said Tilaknagar will focus on enhancing its presence within brandy and other Indian made foreign liquor (IMFL) categories through its own brands and strategic investments. Tilaknagar Industries has earlier acquired Round The Cocktails, Spaceman Spirits and Incredible Spirits. 'We regret we are unable to comment on the subject,' Dahanukar said in response to ET's query on the proposed deal. Imperial Blue ranks as the eighth bestselling whisky worldwide. In 2023, it sold 22.8 million nine-litre cases, according to Drinks International Millionaires' Club. Although these numbers are strong, sales are down from 2019, when it sold 26.3 million nine-litre cases. Imperial Blue was introduced in India by Canadian distiller Seagram in 1997. In 2001, Seagram sold its global business to Pernod Ricard and Diageo. The French company then took over the Indian business. In 2002, Pernod Ricard relaunched Imperial Blue with the advertising slogan 'men will be men.' Its success has grown year on year, making it Pernod Ricard's largest brand by volume, according to the company's website. Much of its success is credited to its memorable advertising line, which created a strong following in India. Selling Imperial Blue marks a change in focus for Pernod Ricard in the region. It aims to grow its premium brands like Glenlivet, Jameson and Chivas Regal. 'Pernod Ricard regularly reviews strategic options for its development, including its brand/business portfolio," said a company spokesperson, while declining to comment on the proposed deal. This move mirrors how UK drinks company Diageo sold 32 low-margin Indian brands, such as Haywards, Old Tavern, White Mischief, Honey Bee, Green Label and Romanov, in 2022 for ₹820 crore. The brands were bought by Deol's Inbrew. Deol is famous for starting Barista Coffee in 1999, which made him known as India's coffee man. By acquiring a stake in Imperial Blue, Inbrew aims to become one of the leading players in the industry. The company could not be reached for immediate comment. People aware of developments said Imperial Blue's valuation, among other factors, is also compared with listed drinks companies' valuations, which are 20–30 times operating profits. When estimating the value of a target asset, the discounted cash flow method is also used. This method values an investment by considering future cash flows.
Man of Many
26-05-2025
- Business
- Man of Many
Maker's Mark Isn't Just Crafting Whisky, It's Building an Ecosystem
By Jacob Osborn - Sponsored Published: 26 May 2025 Share Copy Link Readtime: 7 min Every product is carefully selected by our editors and experts. If you buy from a link, we may earn a commission. Learn more. For more information on how we test products, click here. Hit the bourbon trail through Kentucky and you'll eventually find yourself flanked by vast stretches of rolling hills and thick forest, punctuated by famous distilleries. Here in this picturesque rural landscape, the Maker's Mark Distillery occupies its own little corner of the universe. Journeying past the large gates feels like you're entering some sort of highbrow amusement park, and the experience that awaits on the other side doesn't exactly dissuade you of that impression. What it does do, however, is see this ubiquitous brand entirely defy expectations. Indeed, it's easy to see a bottle of Maker's Mark sitting on the shelf at the nearest bar, coated in its signature red wax, and imagine a faceless corporation that automates every spare detail while imparting a false sense of craftsmanship. That makes it all the more surprising when you enter the distillery's domain, a 1,100-acre property known as Star Hill Farm, to discover an operation in progress that, to use the distillery's latest campaign tagline, is 'perfectly unreasonable'. Similarly surprising is the clear dedication to sustainability and regenerative agriculture. Star Hill Farm | Image: Maker's Mark Distillery The examples of this are numerous. Repurposing used glass to create pathways and artwork. Supplying free stillage, i.e. the waste that results from production, to nearby farmers as a food source for livestock. Establishing the largest white oak research forest in all of America, where scientists genetically map white oak trees in the hopes of improving resilience. Using sheep to graze the grass and solar panels to generate power, and local bee colonies to promote biodiversity. Striving for zero waste while duly earning B-Corp certification. Controlling virtually every aspect of the water supply. All of it on location. When sourcing grain for its whisky (spelled 'whisky' as a nod to Maker's Mark's Scottish roots), the distillery works primarily with Regenerative Certified farms. It has also established the Maker's Mark Regenerative Alliance with the goal of working exclusively with farms that employ regenerative practices by the end of the year. At home, meanwhile, the Maker's Mark team is growing its own wheat crops and experimenting with various strains. There may even come a time when Maker's Mark is executing every aspect of production, from grain to bottle, right there at Star Hill Farm. Star Hill Farm | Image: Maker's Mark Distillery Not One Corner Cut None of the above may sound perfectly unreasonable until you consider the alternatives for an operation of this size. A company could easily save money by resorting to cheaper practices across the board. Then again, the commitment to sustainability, regenerative agriculture, and in-house farming can pay off over time. It can also keep Maker's Mark ahead of the curve from a marketing perspective, as more consumers pursue ethical standards from their brands of choice. But clever marketing is par for the course at Maker's Mark, a label that was at least partly built on branding ingenuity (and isn't afraid to own it). For that, we have Margie Samuels, wife of co-founder Bill Samuels Sr., to thank. It was Margie who devised the original logo and the iconic red wax seal, dipping the very first bottles in her own kitchen. Her presence looms large over the industry with her image even gracing the annals at the Kentucky Bourbon Hall of Fame. Combine her marketing savvy with the Maker's Mark evergreen mashbill, and you essentially get the invention of premium bourbon as a category. Star Hill Farm | Image: Maker's Mark Distillery Back at the distillery, one passes through the Margie Samuels vestibule to arrive at the bottling facility, where a small team dips each bottle in red wax by hand. In a nearby building, two employees print the bottle labels on 1930s printing presses. As an observer, the sense of perfect unreasonableness grows palpable, and while you could argue there's a performative aspect at play here, giving people what they want has always been a strong business model. When it comes to its whisky portfolio, Maker's Mark has been impressively reserved since its founding in 1953. Until recently, the majority of the brand's flagship bourbons were higher-proof versions of that iconic mainstay. Then there's the delicious Maker's Mark 46, finished with French Oak staves, along with a handful of limited edition releases like Wood Finishing, Cellar Aged, and Private Selection. And that's pretty much it. Change is afoot, however, in the form of an exciting brand-new release. Star Hill Farm | Image: Maker's Mark Distillery Introducing Star Hill Farm Whisky We could go on (and on) about the recent trip to Kentucky, which included an all-access pass to horse-racing venue Keeneland for a day at the races. Before that was a cocktail party at the home of Bill Samuels Jr., son of Bill Sr. and Margie, who regaled us with legendary stories and mind-blowing artefacts. For example, did he just point to the oldest-known sealed bottle of American whiskey? Quite possibly, although there's a common saying in these parts: 'Never let the truth get in the way of a good story.' But we digress. After all, the purpose of our trip was to explore the distillery and sample the team's latest milestone. It goes by the name of Star Hill Farm Whisky and veers off label to stand firmly on its own two feet. Marrying two mashbills, one consisting of 70 per cent soft red winter wheat and 30 per cent malted barley, and the other being 100 per cent malted soft red winter wheat, it pays homage to the power of regenerative agriculture, and also just so happens to be an outstanding whisky. Not only is it off-label, Star Hill Farm is the distillery's first-ever wheat whisky. Unlike 'wheated' whisky (which pertains to pretty much any whisky containing wheat), 'wheat' whisky must come from a mashbill of at least 51 per cent wheat. This one clears the qualifying hurdle with room to spare and an exceptional taste to match. Bottled at cask strength, it delivers an undiluted and flavour-packed profile, opening on a rich nose of caramel, raisin, gingerbread, and grain. Next comes a silky palate of toffee, cherry, raisin, malted wheat, and apple pie, followed by a warm and spicy finish of oak, cinnamon, and toasted pecan. It's a certified winner. Star Hill Farm | Image: Maker's Mark Distillery Maker's Mark refers to its output as 'nature distilled' and runs with this theme through every aspect of production. The vast and thriving property on which the distillery is built is becoming an ecosystem unto itself, while the newest release highlights the importance of quality grain and regenerative farming. And again, it's also just a superlative sipper from one of the world's most iconic distilleries. If you're a lover of American whisky, you should put a trip to Maker's Mark on your bucket list. You won't be disappointed. Even beyond everything we've discussed, there's so much more to discover; we didn't mention the Chihuly glass exhibitions, the innovative cocktails, the cave-like cellar, the watershed, the truffle-sniffing dog, or Star Hill Provisions Restaurant, where we enjoyed the best meal of our entire trip. Perfectly unreasonable perhaps, but the Maker's Mark Distillery and its Star Hill Farm Whisky offer a promising vision of whisky's sustainable future.
Hindustan Times
01-05-2025
- Business
- Hindustan Times
We're not replacing Scotch, we're in India to build bourbon: Sazerac's Diego Bianchi
In February this year, the government slashed tariffs on imported American whiskey, reducing the effective duty on bourbon from 150% to around 100%. The move is expected to create new momentum for a category that has long remained on the fringes of the Indian premium spirits market. While labels like Maker's Mark and Woodford Reserve have been available in India for some time, Sazerac, one of the world's largest privately held spirits companies, is the latest, and perhaps most focused, entrant into the space, with the launch of Weller and Buffalo Trace. Both bourbons are produced at Buffalo Trace Distillery in Kentucky, the oldest continuously operating distillery in the U.S. and one of the most awarded in the world. Sazerac also holds a minority stake in John Distilleries, the Bangalore-based company behind Paul John and Original Choice, and is using that partnership to build out its route-to-market in India. 'Bourbon awareness in India is maybe two or three out of ten,' says Diego Bianchi, general manager for Emerging Markets & Barrel Select at Sazerac. In this interview with the Hindustan Times, he lays out how the company hopes to close that gap — and why education, not just availability, will be the key to growth. Also read | McDowell's single malt is the first step towards leveraging a great legacy: Diageo's Vikram Damodaran It's certainly a positive first step. I wouldn't say it fundamentally shifts our strategy, because we've always looked at India as a long-term play. But reduced tariffs will help bring in more premium bourbon brands, and that's good for the category overall. As more bourbons enter the market, the real benefit will be consumer exposure. They'll have a chance to try bourbons they haven't before, and that's how perception will shift. There's also a cocktail culture emerging in India, which is exciting. I've been to India four times in the last year, and I've seen growing interest firsthand. Bourbon is incredibly versatile — neat or in cocktails — and that fits right in. That's what excites us. That said, our focus remains steady. Whether tariffs go up or down, we're committed to investing in India for the long haul. We're also fortunate to have a strong partner in John Distilleries, who helps us with route-to-market, activations, and relationships both on- and off-premise. Yes. In London, we recently launched Buffalo Trace Distillery London, a retail space designed to introduce consumers to the brand and our portfolio through tastings and immersive experiences. We did something similar in France where we focused specifically on Weller, highlighting how it replaces rye with wheat, giving it a smoother, more approachable flavor. These are the kinds of activations we're bringing to India as well. In China, we're seeing the same premiumisation trend, the rise of cocktail culture, and growing interest in the stories behind spirits. What we've learned globally is that consumers aren't just looking for a drink — they're looking for a brand they can experience. And that's where Buffalo Trace really stands out. There are two main ones: lack of awareness and lack of understanding. People often don't know what bourbon is, or what makes Buffalo Trace special. We're addressing that by telling our story. That we have 200 years of heritage, that we pioneered single barrels, that we've been experimenting with aging techniques, different types of wood, and unique warehouse profiles. There's a real culture of innovation at Buffalo Trace, and we want people to connect with that. It's a similar challenge to what we've faced in the UK, which is also a very Scotch-driven market. So in both markets, it's about shaping perceptions through storytelling, heritage, and giving people a reason to be curious about bourbon. Also read | Sake finds a new audience in the evolved wine drinker I'd say we're probably at a 2 or 3 right now. It's very early days. When it comes to bourbon globally, not just in India, it's not a very well-known category. A lot of the nuances, a lot of what makes bourbon bourbon, is not widely understood. That's why education is our main priority. If we stay focused on storytelling and education, I think we can build something strong. Ten years from now, I'd love to see that number move up to a 6 or 7. On the whole, you'll see us tell the story of Buffalo Trace Distillery, which is the most awarded distillery in the world. That gives us a lot to work with — real stories that connect to our brands. And I think that's what today's consumers gravitate toward: brands that have a real history and unique identity. That's a fair point. But we're not trying to convince someone to stop drinking Scotch. What's exciting about India is that it's one of the few whisky markets that's still growing. Every year, new consumers are entering the category. Whether they're 25 or 45, we want to be part of that discovery moment — when someone is ready to try something new. As people gain more disposable income, they become more curious. And when they're curious, we want to be what they try next. It's not about replacing Scotch. It's about offering a new flavour profile — one that's a little sweeter, more approachable, and perfect for cocktails or relaxed sipping. Also read | We see Indian single malts as a stepping stone to luxury malts: William Grant & Sons' Sachin Mehta and Brian Kinsman I can't comment directly on pricing. But I can say that we're keeping a close eye on it. We always want to make sure our products are accessible enough for people to try and fall in love with.
Forbes
29-04-2025
- Entertainment
- Forbes
There's Now A National Bourbon Week. Here's Where And How To Celebrate
National Bourbon Week 2025 Whiskey lovers: There's a new, weeklong celebration for you. The second annual National Bourbon Week is set to return in 2025, with a full schedule of festivities taking place in the Bourbon Capital of the World. From June 9th through 15th in Bardstown, Kentucky, distilleries will partner with restaurants, hospitality groups, musical acts, and more to celebrate bourbon and the community surrounding it. Bardstown's self-proclaimed moniker—Bourbon Capital of the World—stems from its central role in the industry, and the surrounding area boasts an incredibly high concentration of whiskey producers both big and small. Jim Beam, Heaven Hill, Maker's Mark, Bardstown Bourbon Company, Barton1792, Lux Row, Preservation, Old SteelHouse, and Log Still are among the area distilleries taking part. National Bourbon Week is a relatively new collaboration between area distilleries and local tourism groups to encourage events in late spring/early summer. (As a former Bardstown resident, I can personally attest June is a prime time to visit, right before the summer heat really kicks in.) The slate of events throughout the week includes whiskey, music, culinary experiences, and more. Events start Monday and run all the way through Sunday, June 15th. Some highlights include (via a non-exhaustive list): A number of family-friendly events will also take place, including a new (and free to attend) Kids Zone on June 14th. All events are held independently, so visitors and locals alike can pick and choose the itinerary that works best for them. And for those who would rather sip local brews, Bardstown Rotary Club will host a beer garden on Saturday, June 14th. 'This weeklong celebration is a true toast to the spirit, craftsmanship, and community that make us so special,' says Stacey Phelps, president of Visit Bardstown. 'Whether you're a seasoned enthusiast or just discovering your love for bourbon, there's no better place to be than Bardstown during National Bourbon Week.' Located around a 45 minute drive south of Louisville, Bardstown is a longtime center of whiskey production and an integral stop on Kentucky's Bourbon Trail. In addition to more than ten distilleries and bottling facilities in the surrounding area, Bardstown is also home the the Oscar Getz Museum of Bourbon History.
Forbes
08-04-2025
- Business
- Forbes
Maker's Mark Debuts Wheat Whisky, Its First New Mashbill In 70 Years
Star Hill Farm Whisky from Maker's Mark When Maker's Mark debuted in the 1950s, the bourbon became known for a few things: Its distinctive square shaped bottle with a red wax seal on the neck, spelling whiskey without the 'e' as a nod to the brand's Scottish heritage, and for being a 'wheated bourbon' — using red winter wheat as a flavoring grain rather than just rye. It's newest product, which debuts Tuesday, is a wheat whisky, so it doesn't have any corn — a key ingredient in bourbon. It is named after Star Hill Farm, the 1,100-acre farm that is home to the Maker's Mark Distillery. The plot was chosen by Maker's Mark founders, Margie and Bill Samuels Sr., in 1953 for its water source and proximity to grain farmers. The bottle proclaims it is 'locally grown whisky, farmed to showcase the include of our land. Nature as maker.' Thinking about terroir is common in wine making and beginning to gain traction in whiskey production. Bruichladdich in Scotland began distilling whisky in the 2010s using only barley from Islay. Last year, the University of Kentucky established the Estate Whiskey Alliance with seven founding members. Star Hill Farm Whisky will be the first to carry an Estate Whiskey certification which means that it was produced entirely on the distillery estate, using grains sourced from estate owned or controlled land. If you're going to tout the farm and quality of grain your whisky is coming from, then it is also key to care about the soil. Maker's Mark is also the first distillery to received certification from Regenified, a regenerative agriculture certification company. To get the certification, farms must not only currently meet certain standards of regenerative agriculture, such as reducing the amount of soil disturbances like tillage and using cover crops to benefit the soil, but also show they are making improvements in their practices, said Salar Shemirani, the CEO at Regnefied. Maker's Mark has committed to transitioning a million acres of conventional farmland to regenerative over the next three years. Companies have different motivations for transitioning to regenerative agriculture, Shemirani said in an interview. 'The way we are producing food in our agricultural system is simply not sustainable. And not just from an environmental perspective, but from a land capacity and production and availability perspective,' Shemirani said. 'The other one that is critical to the whole system is quality we are noticing that that quality of our crops is really diminishing. The carrots my mom would eat 20 or 30 years ago have 30% less nutritional availability now… Makers Mark really started in pursuit of flavor, and where flavor comes from.' The Maker's Mark Regenerative Alliance and has committed to transitioning a million acres of conventional farmland to regenerative over the next three years. This will have an impact on farmers around them in their supply chain, but also on other distilleries, Shemirani said. Regenified is currently working with two other distilleries working on getting their certification. 'I do believe that something extraordinary is happening,' he said. 'If you're as good and nimble and ambitious as Maker's Mark to know where your grains come from, you want to support your farmers going down this path.' The Maker's Mark still house by wheat fields. Controlling the agricultural product that goes into making the liquid has an impact on taste, said Rob Samuels, an eighth-generation whisky maker and managing director of Maker's Mark who called the process a '10-year journey to unlock nature's depth of flavor,' in a press release. resulting in something new from the Maker's Mark Distillery," Samuels said in a press release. ' The traditional mashbill for Maker's Mark bourbon, is 70 percent corn, 16 percent red winter wheat and 14 percent malted barley. Star Hill Farm Whisky will change each year. The 2025 release is a blend of two seven and eight year old whiskies with two mashbills, one with 70% soft red winter wheat and 30% malted barley, and the other with 100% malted soft red winter wheat. Blended together, that ends up being 51% soft red winter wheat, 27% malted soft red winter wheat and 22% malted barley. It's bottled at cask strength at 114.7 proof. Dr. Blake Layfield, the master distiller of Maker's Mark, described the nose as having notes of buttery caramel, golden raisins and gingerbread, with honeyed toffee, chocolate-covered cherries, and a hint of apple pie spice on the palate. The finish is 'smooth and inviting, with toasted pecans and soft cinnamon bringing it all together.' The limited-time release will be available for $100.
