26-05-2025
Maker's Mark Isn't Just Crafting Whisky, It's Building an Ecosystem
By Jacob Osborn - Sponsored
Published: 26 May 2025
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Readtime: 7 min
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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.
