Maker’s Mark launches “Perfectly Unreasonable” celebrating the pursuit of excellence and the art of doing things differently.
What separates good from remarkable?
For Maker’s Mark®, the answer is Perfectly Unreasonable.
The legendary Kentucky bourbon maker has unveiled a bold new campaign titled “Perfectly Unreasonable,” a cinematic manifesto honoring those who go to extraordinary lengths in pursuit of excellence. The campaign celebrates both the craft and the conviction behind every bottle of Maker’s Mark — and those who, like its founders, refuse to settle for anything less than exceptional.
A Legacy of Unreasonable Perfection
From its earliest days, Maker’s Mark has embraced what others might call unreasonable — and turned it into a standard for greatness.
“Perfectly Unreasonable is more than a campaign; it has been our ethos since my grandparents broke with tradition to reimagine what bourbon could be,”
Rob Samuels
eighth-generation whisky maker and Managing Director of Maker’s Mark.
Back in the 1950s, founders Bill and Margie Samuels Sr. made a daring move that would define bourbon history. They burned the family’s 170-year-old recipe to start anew, determined to craft a smoother, more balanced whiskey that defied expectations. Their decision to establish the distillery in Loretto, Kentucky, was equally deliberate — the area’s pure limestone water source provided the perfect foundation for a cleaner, softer bourbon.
The Art of Doing Things Differently
Long before “craft” became a marketing buzzword, Maker’s Mark embodied it. The Samuels family opened their distillery to the public, pioneering what would later become Kentucky’s world-famous Bourbon Trail.
Every bottle still bears the hallmarks of human touch —
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hand-dipped in signature red wax,
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hand-rotated barrels for consistency,
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and taste-tested by nose, not machine.
That same spirit of purpose-driven craftsmanship continues today as Maker’s Mark becomes both B Corp certified and Regenified certified, committing not just to better bourbon, but to a better planet.
“Maker’s Mark continues to be driven by the pursuit of better bourbon
and a better world, with our founders’ vision as our north star,”
added Samuels.
A Cinematic Celebration of Craft and Courage
Directed by acclaimed Swedish filmmaker Marcus Söderlund, Perfectly Unreasonable delivers sweeping visuals and emotional depth. The film captures the quiet defiance of people who choose passion over convenience — echoing the same philosophy that made Maker’s Mark an American icon.
As Chloe Lloyd-Jones, Vice President of Global Brand Marketing, explained:
“This bold campaign reinforces how Maker’s Mark is unique in its uncompromising commitment to excellent bourbon, as well as the personal and unconventional ways we communicate to consumers.”
The campaign premiered in the U.S. during NBC Primetime, with cross-platform integrations including:
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NBC’s Late Night with Seth Meyers
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The Lonely Island & Seth Meyers podcast
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Family Trips with the Meyers Brothers
A fully integrated rollout follows across television, streaming, digital, and social channels throughout 2025 — extending to distillery experiences and the Maker’s Mark Ambassador Program.
Perfectly Unreasonable: A Global Manifesto
More than a slogan, Perfectly Unreasonable defines how Maker’s Mark has always operated: by putting quality over quantity, purpose over shortcuts, and craftsmanship over convenience.
The campaign’s message resonates deeply in a world that often celebrates speed and scale — reminding us that true greatness takes patience, precision, and passion.
For the next generation of bourbon enthusiasts, it’s both a call to action and an invitation:
To do things differently. To care deeply. To be — perfectly unreasonable.
Mini FAQ
Q: What is “Perfectly Unreasonable”?
A: Maker’s Mark’s new global campaign celebrating those who go to extraordinary lengths for excellence — both in bourbon and in life.
Q: Who directed the campaign?
A: Acclaimed Swedish filmmaker Marcus Söderlund directed the cinematic film series.
Q: What certifications does Maker’s Mark hold?
A: Maker’s Mark is both B Corp and Regenified certified, reflecting its commitment to sustainability and community impact.
Q: Where can I see the campaign?
A: The campaign premiered on NBC Primetime and will appear across TV, streaming, digital, and social media throughout 2025.
About Maker’s Mark
Founded in Loretto, Kentucky, Maker’s Mark revolutionized bourbon by rejecting convention and embracing craftsmanship. Every bottle is made from a family recipe of red winter wheat, hand-dipped in signature red wax, and crafted with unwavering attention to detail.
Today, Maker’s Mark continues to inspire a global audience with a legacy of authenticity, artistry, and purpose.
For more information, visit www.makersmark.com.
