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jbirnsteel@doeanderson.com
Background
If all you knew of Kentucky were its world-renowned bourbons and thrilling horse races, you’d come away thinking it was a magical place. In fact, the Commonwealth is pretty special, thanks in part to proud corporate citizens like Maker’s Mark Bourbon and historic Keeneland Race Course – both central to the culture here.
While the Bluegrass State leads the universe in bourbon and race horse production, it’s running near the back of the pack in other important areas. In recent U.S. rankings, Kentucky placed 48th in poverty and food scarcity, 48th in economic opportunity and 46th in overall quality of life.
To help get Horse Country’s quality of life back on track, Maker’s Mark partnered with Keeneland to introduce Greats of the Gate.
Greats of the Gate is a decade-long, limited-edition series of commemorative bottles that celebrates history’s greatest Thoroughbreds, while also seeking to improve quality of life in Kentucky. Proceeds directly support worthy Kentucky charities that align with the cause, including plans for a food pantry at Lexington’s Thoroughbred Center.
Creative Idea
Maker’s Mark knew limited-edition collaborations were sought-after by collectors. The brand asked, “How do we turn a collectible into a catalyst for good? And can that good be distilled into something great?” These questions were answered with a dream running of history’s greatest horses, all brought together in one starting gate.
This wouldn’t be one commemorative bottle; it would be ten. Each edition will feature original paintings by an award-winning, Kentucky equine artist and include premium packaging that forms an ongoing starting gate that grows with each release.
By blending storytelling, design and philanthropy, Greats of the Gate transforms the idea of what a package can be, creating a meaningful tribute that celebrates the best of Kentucky’s culture while also supporting it.
Execution
The strategy consisted of:
Driving Social Impact:
With proceeds going to worthy charities – like Art Center of the Bluegrass, Blue Grass Farms Charities, Kentucky Harvest and Kentucky Classic Arts – and toward a new food bank, the campaign transforms limited-edition packaging into a decade of quality-of-life improvements.
Creating Anticipation:
The annual rollout builds anticipation, while making each edition a must-have for collectors and bourbon enthusiasts, ensuring sustained media and consumer interest year after year.
Results
First to blaze out of the gate was Man o’ War, the limited-edition release selling out in under 72 hours. This was a great way to launch Maker’s Mark’s $4 million commitment to better quality of life while helping deliver over 30,000 pounds of food to 1,500+ families. Along the way, Man o’ War also happened to generate 40 million media impressions and 80+ global media mentions with zero in paid media.
