It Is What It Isn't

It isn't about getting ripped. It's about getting dipped.

Maker’s Mark hasn’t done much to improve its image since Bill Samuels, Sr., distilled the first batch over 50 years ago. Our fairly plain design was highlighted by the hand-dipping of each bottle in our signature red wax. We still hand-dip every bottle today. It’s not much, but it looks good on us.

Tags: It Is What It Isn't 4 W's Advertising Wax