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The ABC’s of Premium Bourbon
An Interview with Bill Samuels, Jr.,
Maker’s Mark president and CEO
If your experience with bourbon is limited to Wild Turkey and cola, there’s a whole new world to discover. The steady growth in recent years in the Kentucky bourbon market has been led by premium bourbon brands, which are profoundly different from their rougher predecessors both in production and in taste.
The premium bourbon explosion of recent years can actually be traced back to the 1950s, when Bill Samuels, Sr.—who, by his son’s account, “never liked bourbon”— burned his family’s 170-year-old bourbon recipe and began his quest for an elegant bourbon, one he could enjoy drinking. The result was Maker’s Mark, a “softer” spirit that uses wheat instead of the harsher rye grain. The brand has consistently grown in popularity over the past five decades, and has led the way for what has in recent years become one of the fastest growing categories of the spirits industry.
We recently sat down with Bill Samuels, Jr., who took over for his father as Maker’s Mark president and CEO in 1975, to get a few pointers on premium bourbon for the uninitiated.
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Bill Samuels, Jr.’s tips for enjoying premium bourbon 1-Remember the ratios: Don’t overdo it with mixers or you’ll water down the softer flavors in the whisky. |
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thatstheSPIRIT: Who drinks Maker’s Mark?
Bill Samuels, Jr.: Our customer profile is fairly young, many of them professionals, and roughly 35 per cent women. We know from the feedback we get from our customers that many of them discover MM through friends. We’ve never chased the market—my Dad wasn’t big on marketers—we’re fortunate that people have continued to find us.
thatstheSPIRIT: How do you recommend that non-bourbon drinkers who would like to try it “ease” themselves into it?
Bill Samuels, Jr.: With a premium bourbon like Maker’s Mark you don’t need to approach it that way. MM is very accessible without being bland. It’s a ‘soft’ whisky.
thatstheSPIRIT: So would you recommend trying it straight up, or with a mixer?
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The Bill Samuels, Jr. “Joy” ·2 oz. Maker’s Mark Swirl together in a snifter. Great with a steak dinner. |
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Bill Samuels, Jr.: Maker’s Mark has a lot of flavor and really is enjoyable on its own. It does make a fantastic Manhattan or Old Fashioned, though. My mother used to drink it with a bit of ginger ale. It’s all about balance: For those who aren’t accustomed to the proof [ Maker’s Mark is 90 proof], I’d suggest a ratio of four parts Maker’s Mark to one part cola, or 1 ½ parts Maker’s Mark to one part ginger ale.
thatstheSPIRIT: You mentioned cocktails. Can you substitute MM for whiskey or bourbon in any recipe?
Bill Samuels, Jr.: You need to be mindful of the flavor of Maker’s Mark and modify accordingly. In a Manhattan, for example, you need to use half the normal amount of Vermouth or none at all, and omit bitters altogether— Maker’s Mark has enough of its own flavors.
thatstheSPIRIT: What’s your favorite way to drink Maker’s Mark?
Bill Samuels, Jr.: I like it with a splash of water or on the rocks. Another favorite of mine—and it’s a joy—is to mix two ounces of Maker’s Mark with ½ ounce to ¾ ounce of hot water. This must be served in a snifter glass, and it’s wonderful instead of red wine with a steak—but go easy on the steak sauce.
For more information on the history and how Maker’s Mark is made, check out www.makersmark.com.
