Star Hill Farm Whisky from the Maker’s Mark Distillery
Launching a new brand
The Challenge
In its 70+ year history, Maker’s Mark had successfully established itself as a regional leader in the American bourbon and whiskey category. The challenge was to elevate the brand from a regional leader to a global icon of American whisky through the prestige launch of Star Hill Farm Whisky - the brand’s first new mashbill.
The Articulate Solve
Our focus was to differentiate the brand and amplify its story by engaging influential voices, while building early credibility and acclaim - ultimately to position Maker’s Mark Distillery as a global icon grounded in regenerative agriculture and purposeful innovation. We developed a clear global communications plan to ensure the launch of Star Hill Farm Whisky would stand out in a crowded market.
The Campaign
We deployed a multi-channel, global amplification strategy, including:
Two immersive press trips ahead of launch, hosting 17 leading media and content creators
Exclusive pre-launch tastings led by Master Distiller and Head of Innovation, Dr. Blake Layfield, and Lead Blender, Beth Buckner, in New York and Kentucky
High-profile launch events in New York and London, drawing key voices from across the spirits industry
Press release via PRNewswire
Strategic award submissions, securing early recognition and multiple prestigious accolades—before the whisky even reached shelves
The Result
The campaign launched with a global exclusive in the Financial Times (a first for the brand) setting a high-impact editorial benchmark that was quickly followed by major features in Robb Report, The Manual, The Spirits Business, Whisky Advocate, and Men’s Journal, collectively driving over 443.9 million media impressions, and 5.2 million social impressions.
