The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 8th Annual Shorty Awards

Make Your Mark

Entered in Real Time Response

About this entry

Throughout the history of Maker's Mark, we've changed almost nothing about the brand. The iconic red wax, the font on the bottle, the die cut labels, and our signature wink-and-nod sense of humor are cornerstones of Maker's Mark's personality. For a brand that does everything the old fashioned way, our objectives on social media aren't surprising-we just want to be a friend. By positioning ourselves as approachable and relatable, we hope to encourage dialogue with our consumers and create opportunities for brand education and discovery in an organic way.

Why does this entry deserve to win?

Through lifestyle photography, conversational tone and live tweeting, as well as easy to prepare food and cocktail recipes, we have expanded our reach extensively. And as the any-occasion bourbon, we are always here for you.

#MakeYourMonday - Easy to prepare food and snack recipes that extend bourbon's use beyond the weekend.

#MakeYourTailgate - Perfect game day punches, food recipes, and Maker's Mark grilling tips and accessories that encourage our users to step their tailgating up to the major leagues.

#NoSweatCocktails - Simple, refreshing cocktails with minimal ingredients that we share throughout the warm weather months.

#MeetMeAtMakers - Want to dip your own bottle? Want to see where all the magic happens? This is the tag for you. This is where we share out users' experiences at our home sweet distillery and encourage more visits.

#RedWaxandRelax - This is where we share out the most relatable Maker's Mark experiences, the moments when our fans are unwinding with their favorite bourbon. Whether our bottle is with you while camping, relaxing at home, hiking or spending a day at the beach-we want to know.

Aside from our conversational daily posting, we also try to discuss topical subjects in real time with our signature sense of humor to reinforce our goal of appearing like an approachable friend on social media.


We saw dramatic increases in user generated content shared across all platforms and written interaction spiked on Twitter every time a current event was incorporated into the planned posts.


Video for Make Your Mark

Entrant Company / Organization Name

Maker's Mark


Entry Credits