Maker's Mark creates a recipe for growth through collaboration and regenerative practices

As the leader in the American bourbon market, with its family heritage and time-tested practices and traditions, Maker's Mark is known for its smooth whiskey and hand-dipped bottles. But the Loretto, Ky.-based company, founded in 1953, is also building a reputation as an innovator with forward-thinking projects and collaborations designed for social and environmental good.

Rob Samuels, eighth generation whiskey maker and Managing Director of Maker's Mark Distillery, is the latest in a line of family members who have run the business over the years and established its place in as a mainstay of the Bourbon Country, home to barrel-aged whiskey made from corn. The grandson of Maker's Mark founders and other team members are establishing practices within the company and with its business partners, to strengthen its strong foundation and chart a course for a sustainable future. /p>

This includes taking a stakeholder approach to the Maker's Mark acreage by pursuing a pesticide-free orchard and collaborating with research experts in regenerative agriculture and animal husbandry practices; obtaining LEED certification for its winery and operations building; and providing career advancement opportunities and comprehensive benefits to its employees.

These and other initiatives are part of the culture of Maker's Mark, which earlier this year became part of the Certified B Corporation community. It is now the largest distillery in the world and the first in the Kentucky Bourbon Country to achieve B Corp certification, which recognizes companies assessed for their social and environmental impact. According to Samuels, the B Corp certification also reflects the way of doing business he learned from his grandparents, Bill and Margie Samuels, and his father, Bill Samuels Jr.

Grow with purpose and commitment to craftsmanship

Bill and Margie Samuels chose the Maker's Mark site for its water source when they purchased the property in 1952 for $25,000. It's off the beaten path, says Rob Samuels, but less than 20 miles from Bardstown, Kentucky, a town of about 13,000 people known as the Bourbon capital of Kentucky. Now this 1,000+ acre property includes a nature preserve and water sanctuary as well as the original, still-operating distillery and a National Historic Landmark. The natural resources are what set Maker's Mark apart from other bourbons, says Samuels. “If you talk to really passionate whiskey aficionados, knowledgeable whiskey consumers, almost all of them think whiskey is a manufactured product when, in essence, it's agricultural. Flavor comes from nature.”

But it took time to appreciate this flavor as well as the company's financial strength and production. Premium bourbon didn't have a huge market in the 1950s, Samuels says, until a 1981 article changed that. "The Wall Street Journal said 'Maker's Mark is a model of willful inefficiency,' which is exactly how we think about everything," he says. “The goal here has never been to be the biggest. The goal has never been to be the most efficient. But you had a craftsman and his wife with a very clear vision of what they wanted to create and an unwavering commitment."

Rob Samuels, Eighth Generation Whiskey Maker and Managing Director of Maker's Mark Distillery

Maker's Mark

Since the early 1980s, Maker's Mark has experienced strong average annual growth in volume and value. Beyond the strong financial performance, Samuels says he's most proud of how the company treats its team and prioritizes a healthy work culture. “If you were to go talk to the people who hand-dip the bottles, the people who spin the barrels, our salaried crew members, they could explain who Maker's Mark is. They could tell you why we do what we do,” he says. "It's about treating team members well, growing with a purpose to ensure quality over time - which is really hard to do in the whiskey business - and giving back to society. "

By connecting with its community and within the hospitality industry, Maker's Mark pursues a goal that goes beyond profitability. "From the beginning, this brand has believed in the importance of giving back, being active in the community and playing an important role in giving back to society," he says. “Our whole team is committed to this vision, to really living these values, even if it's uncomfortable. It's never easy."

Leading by example and creating a regenerative supply chain